The internet has the best festivals - arty ones at that.
Should you click on the vipartfair.com link above you'll get to the 'VIP Art Fair', which from one angle looks like a shop window for artworks. There's more to it though, because there's a virtual event element to it: just as an art fair (such as the Freeze Art Fair currently in London) exists for a short time, so this VIP event is time limited.
I know this because I heard it on the BBC's 'Digital Planet' where the organiser was interviewed. During the interview he used the words 'evaporative experience' and 'impending event': capitalising on the unique nature of a time limited opportunity to focus attention... and I guess encourage spending by art lovers.