Experiential
-
B-to-C Events
Bidet Brand Tushy Invites Consumers to Get ‘Butt-tized’ in its Mock Confessional Booth
There’s no room for bashfulness when you’re a company that sells personal care products, and irreverent bidet brand Tushy proved as much on June 20 with its Coming Clean Confessional activation in New York City. Leaning into the religious undercurrents often associated with cleansing routines, Tushy installed a mock confessional booth that doubled as a […]
From
-
B-to-B Events
Event Moves: Sundance May Relocate, Collision Rebrands, ComplexCon Heads to Vegas
Sundance and Utah go way back. Since 1978, the annual January film festival, organized by the nonprofit Sundance Institute, has taken place in snowy Park City, UT, showcasing short films, full features and documentaries. But 2027 may see a shift for the long-running festival as its 13-year contract with Park City ends in 2026 (the […]
From
-
B-to-C Events
Intel’s Encore AI Exhibit: Four Lessons on Harnessing Immersive Event Spaces
Step aside yummy museums. Immersive spaces are having their moment. From Artechouse in New York City, to the traveling Van Gogh Exhibition: The Immersive Experience, to Radiant Space in L.A., consumer obsession with tech has fueled a new era of Instagram-worthy experiences leveraging multimedia at scale. When it came time to create an additional touchpoint […]
From
-
B-to-B Events
Eight Tips for Tackling AI and the Future of Events from the 2024 B-to-B Dream Team
Among standout topics that came up in hours of conversations with our B-to-B Dream Team honorees this year was the evolving workforce, AI adoption and sustainability that’s actually actionable. Indeed, what we’ve learned over the years is that cultural waves of change and market forces are often felt first by b-to-b event and trade show […]
From
-
B-to-B Events
Grand Ex 2024: Taco Bell and a Cast of Partners Score the Campaign of the Year with ‘Live Más LIVE’
It’s a good problem to have: Fans so passionate, so hungry for a first taste of news, let alone a delicious taco, they’ve created actual websites and launched voluminous discussion forums
From
-
B-to-C Events
The Brief: Summer Shacks and Toilet Rows
This week’s hot takes on hot topics in experiential marketing cover Toilet Rows, Summer Shacks and hot dog drama.
From
-
B-to-C Events
How Skincare Brand The Outset Capitalized on a Monthlong Pop-up at The Grove
E-commerce skincare brand The Outset activated its first-ever pop-up, The Sensitive Skin Clinic, around an ambitious timeline and effort—one full month in the highly trafficked shopping hub, The Grove L.A. The experience, open May 24 to June 19, strategically took place near Sephora and Nordstrom in the Glass Box space and offered plenty of samples, swag and signage.
From
-
B-to-C Events
Field Report: How Brands at VidCon 2024 Captured the Spirit of Online Communities
While content creators and their fans live in a digital space, VidCon brings them offline and into an IRL location for four days of in-person engagement and connection. The digital content community descended upon Anaheim, CA, June 26-29, for the 13th annual VidCon, a celebration of all things online video. What started as a YouTuber-centric […]
From
-
B-to-B Events
Cannes Lions 2024: 10 Ways Brands Brought Creative Thinking to the Riviera
Many of the industry’s rules fly out of the window when it comes to activating at Cannes Lions. Intimate interactions and dwell time are prioritized over throughput. Major risks are rewarded. And in some cases, earning and keeping the attention of the innovative, c-suite-level advertisers and marketers in attendance poses a greater challenge than sticking […]
From
-
B-to-C Events
Inside the Evolution of Paramount+’s Larger-than-life Fan Activation, The Lodge
You might say The Lodge is peak experiential. The traveling, winter chalet-themed Paramount+ activation has drawn hundreds of thousands of consumers since launching in early 2023, enticing fans with a series of sprawling vignettes and multisensory experiences that bring to life the “Mountain of Entertainment” available on the streaming service. And all along the way, […]
From
