Campaigns + Creative
The Brief: Coffee Cubes and ‘Showgirl’ Shenanigans
This week’s hot takes on hot topics in experiential marketing cover coffee cubes, the Dun Dun Diner and “The Life of a Showgirl”-themed shenanigans.
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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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Campaigns
Dollar Shave Club Taps Real Men for ‘Edgy’ Campaign Creative in New Razor Launch
Razor brand Dollar Shave Club hosted 23 men on a three-day retreat and enlisted them to brainstorm campaign ideas. The output includes taglines ‘Sharp AF’ and ‘Me Shave.’
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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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Shopper/Retail
Experiential Retail at Camp Keeps Shoppers Loyal, Buying
Camp, a children’s entertainment and retail brand, is attracting 2 million consumers to its locations each year by creating interactive experiences to its ticketed events, CEO Jenica Myszkowski said at Shoptalk Fall.
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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.