Experiential
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B-to-C Events
How Gorton’s Seafood Brought Gloucester to Austin for its First-ever SXSW Activation
After 176 years in business, Gorton’s Seafood is no stranger to evolving with the times and keeping up with changing consumer habits. So for 2025, it tried something different by activating at SXSW for the first time. While the Gloucester, MA-headquartered brand had previously dabbled in experiential marketing with small-scale food sampling events, this was […]
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B-to-B Events
Research: 14 Datapoints on the State of the B-to-B Events Industry
With Q1 rapidly coming to a close, it’s worth examining the state of b-to-b events and where they’re going in the year ahead. So we compiled data from Bizzabo’s 2025 State of Events and Industry Benchmarks, MPI’s Q1 2025 Meetings Outlook Report and Splash’s 2024 Outlook on Events to find out where b-to-b event profs […]
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B-to-C Events
Brands Get ‘Schneaky,’ Nostalgic and Inventive with St. Patrick’s Day 2025 Campaigns
Over the weekend, cities around the country got creative with their St. Patrick’s Day 2025 celebrations. In Leesburg, FL, Leprechaun Wrestling was the main event of Shamrockin’ Fest 2025, while in San Antonio, TX, the Wiener Dog Derby drew quite a crowd at Little Woodrow’s Braun. Of course, Chicago dyed its river green, and so […]
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B-to-C Events
The Brief: Glam-ergency Boxes and ‘Pretzelria’ Services
This week’s hot takes on hot topics in experiential marketing cover “Pretzelria” Delivery Services, Glam-ergency boxes and secret hideaways.
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B-to-C Events
Three Ways Tullamore D.E.W. Uses St. Patrick’s Day as a Business Opportunity
For Tullamore D.E.W., St. Patrick’s Day isn’t just a cultural celebration—it’s also big business. Irish whiskey continues to see explosive growth, particularly in the U.S., which accounts for 40 percent of exports. And as the second biggest brand in the category, Tully is leaning on experiential to stay relevant and score mindshare at events like […]
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B-to-B Events
Announcing the 2025 Ex Awards Finalists
The editors of Event Marketer unveil the finalists of the 2025 Ex Awards, the most prestigious recognition program for the experiential marketing industry.
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B-to-B Events
Five Ways Exhibitors Leveled Up Core Booth Engagement at HIMSS25
The 2025 HIMSS Global Conference & Exhibition brought more than 28,000 healthcare and tech leaders from around the world to the Venetian Convention & Expo Center in Las Vegas, March 3-6, to explore the latest in healthcare innovation and the future of digital health. Artificial intelligence was front and center at HIMSS25, with announcements about […]
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B-to-C Events
Nostalgia Marketing
A widespread longing for the “good old days” has opened up ample opportunities for brands to craft nostalgic experiences that tap into consumers’ fondest memories. Millennials and Gen Z, in particular, are craving a trip down memory lane, and marketers are responding with events that evoke the warm-and-fuzzies, and as a result, foster personal, and […]
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B-to-B Events
Embracing a Trade Show Theme: Creative Ideas from the Exhibitors at VMX 2025
Health care conferences can often come off as sterile. Due to the serious nature of the conversations, solutions and sessions presented, that can translate to a buttoned-up, clinical approach to the design and attendee experience—but not at VMX 2025. The 42nd annual Veterinary Meeting & Expo, put on by the North American Veterinary Community (NAVC) […]
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B-to-C Events
SXSW 2025: FX Teases ‘Alien: Earth’ with an Immersive Wreckage Pop-up
A mysterious space-vessel crash appeared in Austin, TX, during SXSW. Curious (and brave) passersby who stumbled upon FX’s The Wreckage activation had a chance to step inside and uncover details from the upcoming “Alien: Earth” series, a prequel to the 1979 film “Alien” that started the franchise. Before receiving credentials and instructions to enter, participants […]
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