Happy With First Film Festival Appearance, Airborne Returns to Park City

The deal: Airborne, a fast-growing, privately held company that markets herbal supplements and cold fighters, set up shop at the Sundance Film Festival for the first time last January, creating a lounge on highly trafficked Main Street. Among the marketer's offerings in Park City: nonstop Airborne samples, its Germ Guy mascot doing some performance art and its school buses shuttling festival-goers around the Utah town. The result: For a relatively modest six-figure investment, the marketer drew 22,000 people into its event space, gave away 48,000 samples and 3,500 pieces of swag, including bright-yellow Airborne-branded fleece scarves that were omnipresent throughout the 10-day festival. The effervescent cold-fighting tablets became must-have products. Airborne will be back at Sundance this year with an expanded presence and a partnership with Hollywood news magazine "Extra."