Topic

Experiential

  • 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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  • B-to-C Events

    How Coffee Candy Brand Kopiko Fueled Gen Z Love (and Rides) in L.A.

    Be it the state of the economy or the fact that too fancy a splash can sometimes wash away a message, more brands are turning to service destinations for p.r. stunts. Think: Takeovers of car washes, diners and, as we saw at Coachella this year, gas stations. And that’s precisely where Indonesian brand Kopiko and […]

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  • B-to-C Events

    The Brief: Candy Bars and Fake Workshops

    This week’s hot takes on hot topics in experiential marketing cover faux team-building workshops, Launderettes of Love and The Pink Guava Sweet Shop.

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  • B-to-C Events

    Offbeat Raves

    Raves aren’t only taking place at underground clubs anymore. They’re taking over unconventional venues, like coffee shops, restaurants, museums, book stores and convention centers, and being hosted in broad daylight. Gone are the lasers, smoke machines and flashing lights; attendees are grooving to dj beats in their sunnies while surrounded by bubbles, parasols, fans and […]

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  • B-to-B Events

    From Mobile Studios to Popcorn: Five Ideas for Upfront Experiences

    From its roots as a critical television advertising commitment exercise to, now, a showcase of new and returning series across linear and streaming platforms designed to dazzle advertisers’ media-buy strategies, the Upfronts today are a competitive landscape. For many brands, it’s an opportunity (or an imperative) to break away from a traditional presentation format and […]

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  • B-to-B Events

    Pinterest Entices Marketers at Cairns Crocodiles with a Colorful Journey through the User Experience

    Pinterest has served as presenting sponsor of Cairns Crocodiles, billed as the “Cannes Lions of Australia and APAC,” since its inception in 2022. Following three years of outdoor activations, the brand this year evolved its on-site presence by moving its footprint indoors to a more prominent location, and taking a Gen Z-inspired approach to engagement […]

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