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At Web 2.0 Expo, even the wheelchairs are sponsored

What do you do if you break your foot a week before your industry's largest conference?

Get well soon, Sam. Rafe Needleman / CNET

Sam Lawrence, the CMO of Jive Software, broke his foot a week ago. He wasn't looking forward to the hassle of wheeling around Web 2.0 Expo in a wheelchair, but found a way to take advantage of the situation: He turned his buggy into a mobile billboard. A metal placard mounted on the backrest advertises his own company, and he also got two other sponsors to pay for placement, offsetting the cost of the hardware.

Now that's a solid Web 2.0 business model.