Campaigns + Creative
The Brief: Football Manicures and ‘V.I.PEE’ Stalls
This week’s hot takes on hot topics in experiential marketing cover Red Nail Bars, pop-up newsstands and V.I.PEE stalls.
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B-to-C Events
Bad Bunny Fans Savor Ritz’s ‘Salty Club’ Pop-up in Puerto Rico
Ritz crackers have been on grocery store shelves for 91 years, but even household brands with legacy products need to evolve from time to time. So as part of its repositioning from classic cracker to modern, savory snack, Ritz is leaning into live events that appeal to young, diverse audiences. In August, that included activating […]
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B-to-C Events
The Brief: Wet Girl Summer and the Order of the Blade
This week’s hot takes on hot topics in experiential marketing cover Wet Girl Summer, Be Like Blippi Week and the Order of the Blade.
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B-to-C Events
Experiential Trend of the Week: Unexpected Mascots
Mascots have traditionally lived on sports fields, offering a spirited boost for players and fans at critical moments in the game experience. In fact, the term is derived from the French word “mascotte” meaning “lucky charm.” But lately, we’re seeing larger-than-life brand personas make appearances at a wide variety of events and for a wide […]
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B-to-B Events
Four Insights on SXSW’s Evolving Brand Activation Landscape for 2026
SXSW has long served as an annual barometer for the experiential marketing industry with its roster of brand activations throughout the city of Austin helping to inform spending forecasts and tactical trends. The soon-to-be, 40-year-old tentpole was an early example of festivalized conference experiences, and has served as a breeding and proving ground for earned […]
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B-to-C Events
15 Experiential Tactics that Made a Racket at the US Open
In the days leading up to the 2025 US Open, the tournament was already scooping up headlines with a record-breaking Fan Week that saw nearly 240,000 tennis lovers walk through the gates of the USTA Billie Jean King National Tennis Center in New York City. By the time the singles main draws kicked off on […]
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Campaigns
Sara Blakely’s Sneex Evolves Marketing to be More Approachable
Chief Marketing Officer Rachel Goldflam discusses future goals for the 1-year-old Sneex, and its latest campaign targeting the luxury heeled sneakers at commuting women during New York Fashion Week.
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B-to-C Events
Back-to-Campus Tours: How Brands from Google to Skippy are Reaching Gen Z
Viral denim campaigns are dominating the back-to-school social media conversation this year (we’re still trying to master KATSEYE’s Gap choreography to “Milkshake”), and reactions to the ads on Instagram and TikTok have run the gamut. But some brands have opted to go offline and, instead, bring their latest fall fashion collections, beauty products and dorm […]
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Branding/Marketing
Marketers on Fire: Archer’s VP of Marketing Dishes on Meaty Sales Uptick and First Brand Campaign
After a 90% surge in sales, meat stick brand Country Archer invests in a redesign and a national brand awareness campaign. Andrew Thomas, Vice President of Marketing, shares Archer’s marketing journey with Chief Marketer.
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B-to-C Events
The Brief: SmashCams and Gold Squads
This week’s hot takes on hot topics in experiential marketing cover Save Summer SmashCams, laundromat sampling and Gold Squads.
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B-to-C Events
Experiential Trend of the Week: Virtual Try-ons
It’s been 30 years since “Clueless” introduced us to Cher’s digitized closet, and millennials are still not over it. Tech brands are getting closer to making this virtual wardrobe concept a reality, and the innovation has been popping up in demos at events like festivals and sports events, with brands enhancing activations with e-commerce and […]
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