Sony announced their program for the PhotoPlus show (link 1, link 2 and link 3). Their coolest idea is certainly that one:
This year at PhotoPlus Expo, Sony’s VIP lounge gives Sony enthusiasts a chance to relax, mingle and take advantage of a deliciously-innovative photo op that’s sure to generate as much buzz as the one you’ll get from the caffeine. Get your photo taken and have it printed — that’s right, PRINTED — on a free cup of coffee! The photo is actually on the coffee, not the cup!