Haagen-Dazs had its own room where attendees could experience their new Trio Crispy Layers Ice Cream with a sample and a hanging column of caramel-colored (and scented) thread. Their current marketing efforts focus on trial, and this was a great opportunity to encourage trial. In the past, they’ve had brand ambassadors in San Francisco handing out samples of their new flavors. Their room put their new ice cream flavor top of mind, for when attendees go grocery shopping, stop by the ice cream aisle and can find the new Haagen-Dazs flavor they tried at #29Rooms.Laneige had a fun “Water Works” photo backdrop with pink pool floaties and a photographer. They were giving out samples of one of their products, while you waited in line. Once your photos were taken by a professional photographer, they were sent to an iPad, where you could send yourself the photos. When the photos arrived in your inbox they were from Laneige, they had a watermark with Laneige’s logo and the #29Rooms logo and they automatically signed you up for their email list. Laneige had a thoughtful and well-executed plan for their time at #29Rooms. Mastercard was a partner of #29Rooms and for cardholders, you could get a key at the beginning of the event and use it to skip to the front of the line for one room. Maybe it encouraged loyalty to current cardholders, but it did nothing to enhance their brand or to encourage trial. It also brought minimal awareness compared to the other partners of #29Rooms. Overall, I take away a lot of creative inspiration and desire for more things experiential and expressive. My advice to #29Rooms as a consumer, do not let so many people in at once. It dampers the experience and does not leave enough time to experience all of the rooms when you are waiting in line for the majority of the event. My advice as a marketer to brands, take advantage! All attendees left with no less than 50 photos that are sure to be shared across their social media accounts. Let your brand be featured in one of them.