Events surface intentions to buy. The "location" of the event itself is the best sales venue for aftermarket digital sales. Rather than "shop" in a "store" (and confront up-sells, cross-sells, and superficial reviews of questionable authority), the web encourages communities to form around common interests where friends can recommend what to buy and how to use what is bought. Here's one example of events and social media working together to help buyers discover and act.
For several days following a given regatta (some which generated hundreds of races), sales consistently picked up around 3pm every day, with no further announcements from USRowing. Often, hand-held devices were used to make the purchase. Our analytics consistently revealed races downloaded in clumps of purchases around a given time. And now, even though the 7-minute race ended almost a year ago, we get sales going through the system long after all the excitement has died down. Viral networks at work!