Experiential
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B-to-C Events
The Brief: Wet Girl Summer and the Order of the Blade
This week’s hot takes on hot topics in experiential marketing cover Wet Girl Summer, Be Like Blippi Week and the Order of the Blade.
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B-to-C Events
Experiential Trend of the Week: Unexpected Mascots
Mascots have traditionally lived on sports fields, offering a spirited boost for players and fans at critical moments in the game experience. In fact, the term is derived from the French word “mascotte” meaning “lucky charm.” But lately, we’re seeing larger-than-life brand personas make appearances at a wide variety of events and for a wide […]
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B-to-B Events
Four Insights on SXSW’s Evolving Brand Activation Landscape for 2026
SXSW has long served as an annual barometer for the experiential marketing industry with its roster of brand activations throughout the city of Austin helping to inform spending forecasts and tactical trends. The soon-to-be, 40-year-old tentpole was an early example of festivalized conference experiences, and has served as a breeding and proving ground for earned […]
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B-to-C Events
15 Experiential Tactics that Made a Racket at the US Open
In the days leading up to the 2025 US Open, the tournament was already scooping up headlines with a record-breaking Fan Week that saw nearly 240,000 tennis lovers walk through the gates of the USTA Billie Jean King National Tennis Center in New York City. By the time the singles main draws kicked off on […]
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B-to-C Events
Back-to-Campus Tours: How Brands from Google to Skippy are Reaching Gen Z
Viral denim campaigns are dominating the back-to-school social media conversation this year (we’re still trying to master KATSEYE’s Gap choreography to “Milkshake”), and reactions to the ads on Instagram and TikTok have run the gamut. But some brands have opted to go offline and, instead, bring their latest fall fashion collections, beauty products and dorm […]
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B-to-C Events
The Brief: SmashCams and Gold Squads
This week’s hot takes on hot topics in experiential marketing cover Save Summer SmashCams, laundromat sampling and Gold Squads.
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B-to-C Events
Experiential Trend of the Week: Virtual Try-ons
It’s been 30 years since “Clueless” introduced us to Cher’s digitized closet, and millennials are still not over it. Tech brands are getting closer to making this virtual wardrobe concept a reality, and the innovation has been popping up in demos at events like festivals and sports events, with brands enhancing activations with e-commerce and […]
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B-to-C Events
CeraVe’s Six-city Birthday Tour Features a Giant Gift Box and Dermatologists
Skincare brand CeraVe is turning 20 and says it’s inviting all of “its friends” to celebrate. The brand is touring the country from July 29 to Sept. 14, popping up a birthday present-shaped activation in six cities: Chicago; San Francisco; Riverton, UT; Ann Arbor, MI; Tallahassee, FL; and Asbury Park, NJ. The 20 Years of […]
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B-to-B Events
Watch The Brief, Live! August 2025 Edition: Experiential News & Ideas
Event Marketer’s Rachel Boucher, head of content; Kait Shea, senior editor and manager-digital; and Juanita Chavarro Arias, managing editor, recap and provide commentary on some of the top experiential marketing stories, ideas and trends of the month. Think: the coquette aesthetic, hatching eggs and kidney pledges. New episodes drop monthly. Subscribe to The Brief LinkedIn […]
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B-to-C Events
From Pancakes to Karaoke, Nine Activations that Struck a Chord at Lollapalooza 2025
Lollapalooza annually takes place during peak music festival season, with this year’s four-day passes selling out in under an hour back in March, once again proving the event to be a huge draw for music lovers. About 115,000 people attended each day of the festival from July 31 to Aug. 3, organizers confirmed, saying that […]
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