To promote Microsoft’s Bing brand at SXSW, producer NYFF Events married new technology with social media at the Web search engine’s lounge activation. By linking R.F.I.D. bracelets to their Facebook accounts at the Recharge Lounge, guests were able to share their experience and, at challenge stations, earn points that could be redeemed for prizes as well as food and drink from vending machines. The initiative generated nearly 120,000 social media impressions for Bing.