Sundance Film Fest in brand heaven

I got to take in the Sundance Film Festival last week, and was treated to a behind-the-scenes look at how some of the program's VIPs and celebs spend their time.

I got to take in the Sundance Film Festival last week, and was treated to a behind-the-scenes look at how some of the program's VIPs and celebs spend their time.

At the Village at the Yard center in the heart of Park City, UT, invitees were able to sample products and try out new gadgets courtesy of a host of primetime Sundance sponsors. As PRWeek reporter Kim Maul wrote prior to the festival, brands like Aveeno, Sephora, and Nintendo were on hand to showcase some of the newest products to visitors. One of my favorite displays was the T-Mobile myTouch Diner, where guests played with the new 3G devices while chowing down between movies.

Meanwhile, Honda was as ubiquitous as celebrity sightings, planting new model displays outside some of the festival's busiest theaters, with write-ups on car features and modifications. Other sponsors like Brita Water Filters and Kenneth Cole were on clear display as volunteers sported KC designer coats and free water bottles were handed out at several locations. Overall, it was a perfect example of turning high consumer turnout into a brand awareness opportunity.

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