Experiential
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B-to-C Events
Walmart’s Head of Experiential and Cultural Engagement Talks Tapping into MLS Fandom
Football, basketball and now soccer are Americans’ top three favorite sports, according to a recent survey by The Economist. Soccer surpassed baseball as the third-most popular sport, and brands like Walmart are taking note of the shift.
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B-to-C Events
Continental Tire’s Mobile Living Room Drives Tune-in for ‘Sunday Night Soccer’
For many consumers, Sunday evenings represent a time to wind down, settle in and, perhaps, ward off the Sunday scaries. But longstanding Major League Soccer (MLS) partner Continental Tire aimed to switch up the narrative with a 360-degree campaign that positioned Sunday Night Soccer as an occasion for energy, friendly rivalries and making some noise. […]
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B-to-B Events
Podcast: The Work-Life Balance Reset, with Melissa Vilders of SAP
Letting go and trusting the process can be hard for event profs, particularly those who identify as Type A, but Melissa Vilders says they’re essential habits to managing the chaos and stress that events can produce. Over the course of her 15-plus-year career in event marketing, Vilders, director-events strategy and experience for SAP Global Events, […]
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B-to-C Events
The Brief: Hair Flips and Word Burials
This week’s hot takes on hot topics in experiential marketing cover charitable hair flips, a cross-country scavenger hunt and “Death to Midlife.”
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B-to-C Events
Experiential Marketing Trend of the Week: Red-Carpet Activations
Once upon a time, red-carpet affairs were little more than glorified photo shoots. But a saturated entertainment landscape has turned the tides toward a decidedly more experiential era of premiere events, one in which many brands are inviting talent, media and fans to step through a proverbial portal, and directly into their IP. It’s hard […]
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B-to-B Events
Field Report: 15 Best Exhibits from Design & Construction Week’s Last Hurrah in Orlando
The largest annual gathering of residential construction and design industry professionals, Design & Construction Week (DCW), took over both the North/South and West exhibit buildings at the Orange County Convention Center, Feb. 17-19. It marked one of the biggest trade shows we’ve covered in Orlando, but the roving chapter for this show is coming to […]
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B-to-C Events
Olympics Q&A: Michelob ULTRA, USA Hockey and Home-Turf Events Worthy of Gold
How the Team USA sponsor harnessed hockey fever across watch parties, exhibitions and a ‘Run Back the Miracle’ showcase For passionate sports fans, the past is as important as the present. That storytelling opportunity inspired an Olympic Winter Games experiential campaign here on home turf for sponsor Michelob ULTRA that featured custom content, nostalgic venues […]
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B-to-C Events
Hertz Unleashes a Pack of Dogs and a Pop-Up Café at the World’s Largest Gathering of Golden Retrievers
The concept of “stress-free travel” may sound like a distant fantasy, but Hertz is on a mission to alleviate travel anxieties through its Gold Plus Rewards loyalty program—and a pack of friendly golden retrievers known as the Gold Squad.
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B-to-C Events
USAA’s Sponsorships Director Talks NFL Talent Partnerships and Optimizing a Lounge
What started as a place for NFL talent to have conversations with USAA guests 15 years ago has evolved into a dynamic experience that continues to connect the military community at Super Bowl Experience (SBX) year after year. USAA’s annual Salute to Service Lounge at the NFL fan festival offers an exclusive space for military […]
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B-to-B Events
What Each Generation Really Wants from B-to-B Events—And What the Data Says
With b-to-b audiences now comprising four generations of attendees (or five, depending on who you ask), conference organizers have their work cut out.
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