Topic

Experiential

  • B-to-C Events

    Hide and Seek: Seven Ideas for Leveraging Experiential Easter Eggs

    When it comes to engaging entertainment buffs, incorporating experiential easter eggs into fan activations has become non-negotiable. Not every attendee will notice or understand a brand’s subtle references to its IP, but the superfans most certainly will—and they’re actively seeking them out. Following are seven ideas for playing hide and seek.   1. HOTLINES For […]

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  • B-to-C Events

    Checklist: 10 Tactics for Building Blockbuster-Worthy Entertainment Experiences

    Headline-making activations don’t appear out of thin air. Event marketers leverage a host of tactics and fan traditions to ensure their entertainment experiences slice through an oversaturated landscape.

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  • B-to-B Events

    Best of B-to-B: Five Event Tactics That Generated Love and Leads in 2025

    Between budget restraints, tariffs, shifting trade policies and AI everything, it’s been one hell of a trip around the sun for b-to-b event marketers. But this industry always rises to the occasion, and the meetings, conferences and exhibits delivered in 2025 were no exception. With 2026 just around the corner, we rounded up some of […]

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  • B-to-B Events

    Experiential in Color Mentorship Q&A: Sofia Figueroa and Felicia Kelly

    Even though mentor Sofia Figueroa is based in Miami and mentee Felicia Kelly is based in Durham, NC, the distance didn’t stop this pair from forming a strong relationship rooted in curiosity, determination and an openness to learn from one another, particularly because both come from different sides of the event industry.

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  • B-to-B Events

    Watch: EventTrack 2026 Research Study—The Big Takeaways

    EventTrack 2026, the largest and most comprehensive, multi-audience annual research report on experiential marketing, is here. Check out our overview of the most consequential data from the study with our global research partner, Sparks. (Download the report here.)    

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  • B-to-C Events

    The Brief: Sandcastle Restaurants and Meme Galas

    This week’s hot takes on hot topics in experiential marketing cover sandcastle restaurants, pop-up orchards and the Betch of the Year Meme Gala.

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  • B-to-C Events

    Experiential Marketing Trend of the Week: Dog-First Events

    Dog-friendly experiences have their appeal, but savvy marketers are pulling on pet parents’ heartstrings with events that don’t just allow pups, but are specifically designed with four-legged friends in mind. Whether it’s colors optimized for canines’ eyes, games and challenges built to stimulate their brains, or treat zones for their enjoyment, companies are sniffing out […]

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  • Trade Shows

    Big, Bold, and Data-Driven: Trade Show Trends Fueling 2026

    Trade shows and exhibits are heading into 2026 with a new level of ambition—bolder storytelling, smarter tech, and deeper attendee insight. From kinetic LED architecture and themed entrances that double as sponsorship goldmines, to actually personalized experiences, to sustainability strategies with real teeth, the year ahead promises a show floor that’s more immersive, more intentional, […]

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  • B-to-B Events

    Experiential in Color Mentorship Q&A: Anna Nicholson and Melencia Lattimore

    For Anna Nicholson, it’s a full-circle moment to be participating in the Experiential in Color Mentorship Program. In 2021, she was recognized in Experiential in Color’s first class of rising-star honorees. Four years later, Nicholson is now an event manager at Yahoo and is giving back to the industry, mentoring Melencia Lattimore, meeting coordinator at A-Plus Meetings & Incentives.

    Lattimore never had a mentor before, but the opportunity to join the mentorship program felt right, as she was preparing to graduate with her master’s from the FIU Chaplin School of Hospitality & Tourism Management. She was looking for support from an experienced mentor to make industry connections and reaffirm that events was the career path she wanted to follow, and Nicholson was the perfect match.

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  • B-to-C Events

    How 14 Brands Lit up the Strip for the 2025 Formula 1 Las Vegas Grand Prix

    Back for a third year, the Formula 1 Heineken Las Vegas Grand Prix took over the Strip for a 3.8-mile night race that passed by all of the city’s iconic landmarks, Nov. 20-22. The Sphere was once again integrated into the spectacle, with larger-than-life video imagery of the drivers and sponsors illuminated on its surface […]

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