Topic

Experiential

  • Six Steal-worthy Trade Show Engagement Ideas from Licensing Expo 2025

    The licensing industry took to the Mandalay Bay Convention Center in Las Vegas May 20-22 to explore brands and IP, unlock new licensing opportunities, and get inspiration from the show floor. And there was plenty of it. In fact, it started before even hitting the floor at Licensing Expo 2025…   Branded Badge Printing …How […]

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  • Field Report: 10 Booths We Loved at Licensing Expo 2025

    Celebrating its 40th anniversary, Licensing Expo 2025 brought together more than 12,000 influential brand owners, manufacturers and retailers May 20-22 at the Mandalay Bay Convention Center in Las Vegas to shape the future of consumerism in the shifting global markets. Tariffs remain top of mind for this industry, with uncertainty surrounding the tariffs policy, major […]

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  • Low-Key Branding

    The power of the logo is evolving, thanks to Gen Z and its cultural hold on the market. And as “low-key” has joined the library of modern-day colloquialisms—meaning “subtle, restrained or slightly” (kind of)—understated logo use is providing experiential marketers with an opportunity to embrace these vibes and push creative boundaries around the brand expression. […]

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  • 2025 Upfronts: Disney Works its Magic with Storytelling and Supreme Star Power

    If you ask Disney Advertising, static Upfronts are in the rearview mirror where they belong. Over the last decade, the media presentations have evolved from glorified business meetings to all-encompassing brand immersions, and on May 13 at New York’s Javits Center, the company did its part to raise the experiential bar. From the stage to […]

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  • Q&A: Dating App Yuzu Builds Community with an Event-driven Campaign for AAPI Month

    A trend rising among several dating apps of late is taking meetups offline by hosting in-person events for users to connect outside of the endless digital swirl of swipes, likes and chats that often go nowhere. So when Yuzu, Match Group’s new dating and social app for the Asian community, launched in January 2024, Cindy […]

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  • 5 Ways to Make Your Next Exhibit Program More Sustainable on a Budget

    Slowly but steadily, the trade show and events industry is taking tangible steps towards a more sustainable future, and making it easier for brands to meet their sustainability goals, or just be more responsible exhibitors, because it’s the right thing to do. Suppliers are putting systems in place that are becoming industry standards. Environmentally friendly […]

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  • The Brief: Nostalgia Malls and Fizz Mobs

    This week’s hot takes on hot topics in experiential marketing cover Nostalgia Malls, Hound Lounges and Fizz Mobs.

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  • B-to-B Maximalism

    We might thank Barbie for the shift from sad beige to unabashedly bold color play over the past two years. The practice has been seeping into every corner of the event landscape, most interestingly in business conference and trade show environments. This year, however, patterns and textures have joined the mix in what Pinterest and […]

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  • Pinterest Brings Gen Z Wedding Trends to Life at NYC’s City Hall

    Weddings at City Hall in New York City are often intimate and without pricey flourishes, but Pinterest saw an engagement opportunity there by adding special touches to couples’ daytime nuptials during a pop-up outside on April 30. The brand covered their marriage license fees and gifted them free bouquets by Sprig & Social, a champagne toast […]

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  • The ‘Essence’ of Influence: Inside SheaMoisture’s First-ever International Brand Trip

    SheaMoisture took a leap when it hosted its first-ever international brand trip in Montego Bay, Jamaica. The beauty brand whisked away 13 influencers, community leaders and media members to a resort in March for three days of product exploration, live demos, styling sessions and cultural experiences to celebrate the launch of SheaMoisture’s Kalahari Melon Curl […]

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