Experiential
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B-to-B Events
Experiential Trend of the Week: AI Agents in Events
Experiential marketers have wasted no time experimenting with AI-fueled activations and applications to drive personalization and streamline the work behind the scenes. But this year, marketers are ready to accept AI as a member of the team. Enter: AI agents, which are shifting from “curiosities” to game-changing assistants for marketers and attendees. Demonstrating both its […]
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B-to-B Events
Five Ways Hendrick’s Uses its Peculiar Personality to Fuel an Experiential ‘Giniverse’
There are many ways to describe the Hendrick’s Gin brand, but “boring” isn’t one of them. Over the years, the company has built a peculiar “Giniverse”—inspired by the unusual way its liquid is distilled—and an assortment of eccentric live experiences to match. Take this year’s Tales of the Cocktail conference in New Orleans, LA, where […]
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B-to-C Events
CI Games Disrupts Gamescom with a Dark Fantasy Tattoo Sanctum
Fans of video game Lords of the Fallen are hard core, and CI Games knows its audience. So for the sequel reveal at Gamescom 2025, held Aug. 20-24 in Cologne, Germany, the independent video game developer and publisher brought the game’s dark fantasy world to life on the show floor with a themed activation called […]
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B-to-B Events
Duocon 2025: Duolingo Shares Six Insights on Hosting a Modern Virtual Event
Duolingo has produced its digital Duocon forum since 2019, but virtual events have seen a major overhaul since pre-pandemic times. These days, presentations are shorter, avenues for audience interaction are robust, and content is visually striking. So on Sept. 16, we tuned in to Duocon 2025 to find out how the brand (and pop culture […]
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B-to-B Events
Research: 11 Datapoints on the State of Global Business Travel
Even amid today’s economic uncertainty and geopolitical tensions, corporate travel continues to be viewed as an essential business tactic. In fact, the Global Business Travel Association’s (GBTA) 2025 Business Travel Index Outlook revealed that 86 percent of professionals consider their trips worthwhile, and 80 percent say they’re traveling for work as much or more than […]
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B-to-C Events
A Step-by-Step Breakdown of Don Julio’s Global, Creator-first ‘194구’ Campaign
In the age of influence, it pays to partner with a global icon. And that’s exactly what Tequila Don Julio 1942 had in mind when it launched its first-ever worldwide product collab alongside renowned South Korean dj, producer and fashion influencer, Peggy Gou. The brand dug into its deep roots in the nightlife scene to […]
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B-to-B Events
B-to-B Dream Team 2025: Meet Joost Bijsterveld
Delivering compelling, high-touch experiences within the highly regulated health care industry is a tall order, but Joost Bijsterveld has been rising to the occasion for the last 25 years.
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B-to-C Events
The Brief: Rowboat Rides and Golden Strolls
This week’s hot takes on hot topics in experiential marketing cover romantic rowboat rides, college glow-up campaigns and “Golden Bachelor” walking tours.
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Trade Shows
Meet ABBigail: How an AI Metahuman Helped Drive Storytelling in an Exhibit
How do you explain hundreds of robotics products to thousands of global attendees with fluency, clarity and a human touch? At Automatica 2025, ABB and experiential marketing agency 2Heads answered that question with ABBigail, an AI-powered metahuman who served as the company’s technical expert, digital host and brand storyteller. ABB, a global leader in robotics […]
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B-to-C Events
Experiential Trend of the Week: On Newsstands
“Extra! Extra! Read all about it!” hasn’t been shouted by street vendors in decades, but the nostalgia associated with classic newsstands continues to live on. Brands are incorporating newstalgic outdoor stalls into modern pop-ups with fresh, colorful takes that evoke a sense of time and place, and that replicate the material buzz of a headline-making […]
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