Experiential
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B-to-B Events
5 Free Event and Trade Show Measurement Strategies
You can’t afford not to measure your trade show or event investment. Without data, there’s no evidence to justify them or make improvements. But measurement doesn’t have to be expensive, argues Dax Callner, founder and president of the Event Marketing Measurement Association (EMMA). “Don’t let cost be a barrier,” he says. “If you’ve got great […]
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Trade Shows
Is Your Exhibit Strategy Ready for the Buyer-First Trade Show Floor?
When US Foods realized that its 15-year-old Food Fanatics show was starting to get too “vanilla,” the food distributor decided to change its approach. For the 2025 event, it completely reimagined its show floor and invited more than 5,000 food service operators, culinary professionals and industry experts to an experience designed around the customer journey, […]
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Pop-Ups
The Brief: Billboard Houses and Diaper Rescues
This week’s hot takes on hot topics in experiential marketing cover billboard houses, wrench-themed pubs and pop-up diaper rescues.
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Pop-Ups
Experiential Marketing Trend of the Week: Wedding Bells
The bravest brands know how to cross boundaries in the most epic of ways, and this year, they’re reaching for the altar. From limited-time wedding chapels to brand ambassadors and mascots serving as officiants, adventurous and social-first couples are letting brands play a part in their “forever” story. Talk about high stakes and cakes. ESPN […]
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Festivals & Fan Cons
Lollapalooza 2026 Photo Tour: 10 Experiences from Chicago’s Grant Park
More than 45 partner brands showed up at Lollapalooza with experiential destinations (and weather escapes) to surprise and delight nearly 400,000 music fans. We highlight 10 sponsor activations that rocked the festival experience.
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Festivals & Fan Cons
Coca-Cola Activates its Largest Footprint Yet at Essence Festival
Keeping a presenting sponsorship fresh after 31 years is challenging, but with comprehensive feedback analysis, and hyper-local inspiration, Coca-Cola ensures its presence at Essence Festival of Culture is never flat.
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Festivals & Fan Cons
Comic-Con 2026, Part 2: Quests, Character Journeys and Cafes
More experiential pop-ups, stunts and installations from across San Diego The SDCC 2026 adventure continues in part two of our coverage from San Diego, where brands took up real estate across the Gaslamp Quarter from July 23-26 to transform their movies, shows, games and books into interactive, IRL fan experiences. Let’s dive in. APPLE TV’S […]
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Pop-Ups
The Brief: Retro Malls and Cheese Ball Challenges
This week’s hot takes on hot topics in experiential marketing cover the Million Cheese Ball Challenge, The House of Lexus and an ’80s-themed mall takeover.
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Pop-Ups
Crayola Targets a New Demo—Adults—with a Camp-Themed Launch
As adults battle burnout and seek creative, screen-free ways to decompress—look no further than the cozy coloring and grandma hobbies trends—some heritage kids’ brands are rethinking priorities and products to meet the moment.
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Festivals & Fan Cons
Experiential Marketing Trend of the Week: Delivery Design
Experiential marketers are the bosses of the attendee journey, but this summer, we’re seeing a burst of creative attention around delivery mechanisms. Think: Content that is handpicked (literally), whirly entrances for contestants, and behind-the-curtain serves. Contactless delivery is a present-day phenomenon, and experiential marketers are kicking it up a notch—leaning into an impersonal delivery with […]
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