Unexpected Perks at Events

Relief From High-Heel Suffering

After a long Oscar night, host Seth MacFarlane's official after-party included a station from Tkees, which encouraged guests to check their heels (similar to the way they would at a coat check) and pick up a pair of flip-flops—in gold, appropriate to the occasion.

Photo: Alesandra Dubin/BizBash



Shelter From Rain

Guests arriving at USA Network's event atop the High Line in New York last summer found a receiving line of umbrella-wielding staffers, who provided shelter all the way to the entrance of the covered bash.
(Umbrellas are great for branding too!)

Photo: David X Prutting/BFAnyc.com



Sun Protection at the Ready

At Lacoste's Coachella pool party in the blazing desert sun, cigarette-style girls, clad in Lacoste gear, passed Kiel's sun-protection products. (This would work great at Malaysia's annual LIMA and F1 Grand Prix events!)

Photo: Joe Scarnici/Getty Images for LACOSTE



Relaxing Hammocks

Bonnaroo attendees could relax in hammocks and enter to win V.I.P. passes in the "Great State Lounge" hosted by State Farm. The insurance company also provided what it called "Bonnaroo Roadside Assistance"—free services such as help with flat tires and dead batteries. (Hammocks make a fun decor element at social parties)

Photo: Erika Goldring



Yoga Sessions

At the WWD Beauty C.E.O. Summit in Palm Beach, yoga on branded mats on the lawn allowed guests to relax and unwind. (Yoga mats make good take home gifts too)

Photo: Sonja Garnitschnig

Hair Services for Grubby Festival-Goers

More than 80,000 people traveled to a remote 700-acre farm in Tennessee June 7 to 10 for the Bonnaroo Music & Arts Festival. Knowing the attendees would be outside day and night listening music on multiple stages, brands such as Garnier Fructis provided practical services such as free hair-washing and styling in a 40- by 40-foot air-conditioned tent. (With our humid Malaysian weather, this could work at all outdoor events where no fancy wear is required)

Photo: Erika Goldring 

Hand Wipes and Toothpicks

Things tend to get messy at food festivals, tastings, and other events with lots of grub, so Delta provided toothpicks, hand wipes, and mints at the 2010 New York City Wine & Food Festival, a smart way to get their brand in front of attendees. (Urm..we're a bit icky about the toothpicks though!)

Photo: Anna Sekula/BizBash

Convenient Transportation

During Upfront Week in New York last year, Turner Broadcasting held back-to-back late-night events and, to help transport guests from the Adult Swim party to the shindig for TruTV, provided a fleet of pedicabs offering free rides.

Photo: Anna Sekula/BizBash

Custom Fragrance Gifts

For a recent press event in Los Angeles, Paul Frank brought Starring Fragrances for a station that gave guests the chance to take home custom fragrances, made on the spot according to their individual tastes. (Who would turn down a fragrance you can name after yourself?)

Photo: Jordan Strauss/Invision for Saban Brands/AP Images

-BizBash