Topic

Experiential

  • B-to-B Events

    Inside Cannes Lions 2025: Activations from Amazon Port to Motel Yahoo

    Word on the Croisette has it that Cannes is sizzling-hot, and we’re not just talking about the convergence of the world’s top creatives. High temps and humidity at the annual Cannes Lions International Festival of Creativity, this year June 16-20, have made cool spaces and cold treats a premium (hello, brand opportunity) as top advertising, […]

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  • B-to-C Events

    How Gen Z Shopping Habits Led Urban Outfitters to Redefine its Back-to-Campus Campaign

    Back-to-school season usually kicks off in mid-July, but Urban Outfitters is getting an early start, like really early. The brand launched its UO Haul back-to-campus campaign in May, before some schools around the country even let out for the summer. “We have a 365, ongoing platform for consumer insights. Our customers said, ‘My back-to-school season […]

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  • B-to-C Events

    The Brief: BagMobiles and ‘Komboomcha Boxes’

    This week’s hot takes on hot topics in experiential marketing cover BagMobiles, floating activations and Komboomcha Boxes.

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  • Trade Shows

    Trade Show Industry Updates: News, Data, Trends

    Exhibit industry news for corporate trade show marketers, featuring intel on research, trends, and company updates. Celebrate Global Exhibitions Day The world’s top exhibition organizers, Clarion Events, Comexposium, Emerald, Informa, and RX, joined forces on June 4 to celebrate the 10th edition of Global Exhibitions Day (GED). Under the theme “Exhibitions Unleash Potential,” the milestone […]

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  • B-to-B Events

    Expo 2025 Osaka, Part Two: 10 Moments We Loved, and Some We Didn’t

    Part architectural showcase, part trade show, part biennale, Expo 2025 Osaka, Kansai, Japan, is taking place between April and October 2025 and is expected to attract more than 28 million visitors to the artificial island of Yumeshima, making it one of the largest gatherings of the year. Taking place 55 years since the Osaka Expo […]

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  • B-to-B Events

    Expo 2025 Osaka, Part One: Experience Design Ideas from the Pavilions

    There’s a reason why Expo 2025 Osaka offers a season pass. It’s impossible to see and experience everything it has to offer on one trip from a logistical standpoint and due to sensory overload. Many pavilions require advance reservations through lotteries, which makes sense for managing the crowds, but also creates a significant barrier to […]

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  • B-to-B Events

    How Caterpillar Inspired Attendees to Dig Deeper at Bauma 2025

    Caterpillar’s story at Bauma, which takes place every three years at the Messe München in Munich, is primarily about scale. At this trade show for construction, building and mining machines, recently held April 7-13, the brand’s nearly 1 million square feet of booth space housed 51 larger-than-life pieces of engineering equipment available to order right […]

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  • B-to-B Events

    Bold Broadcasts

    The “main stage” is taking on a whole new life as event marketers and their partners embrace immersive media, bold spaces and pop culture trends to showcase leaders and launches in a new light. From live-streaming to on-demand channels, these productions—the content, the set, the experience design—have to be as compelling for in-person audiences as […]

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  • B-to-C Events

    Gov Ball 2025: Activations from 7-Eleven’s Slurpee Street to Smirnoff’s Flavor Fair

    A rainy forecast didn’t stop revelers from showing up in droves to New York’s Flushing Meadows Corona Park for the annual Governors Ball music festival, June 6-8, for a weekend of music, curated f&b and playful activations. Across three days, festivalgoers not only got to enjoy performances by 60-plus artists, including headliners like Tyler, The […]

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  • B-to-C Events

    Hot Property: Why Brands are Investing in Tier-two Music Festival Sponsorships

    The music festival market has seen explosive growth over the last 10 years, and all signs point to its continued upward trajectory for the next 10. But the landscape is shifting, and its evolution, in some sense, has created an identity crisis for the festival scene’s biggest players. Coachella and Burning Man tickets, which for […]

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