Campaigns + Creative

For its seventh Super Bowl commercial, Protein yogurt brand Oikos has gone with streaming rather than traditional TV, amplified with retail activations, ads on retail websites and social content.

After 45 years in Park City, the Sundance Film Festival’s run in Utah reached its final cut. From Jan. 22 to Feb. 1, the Sundance Film Institute, industry insiders, fans and many of the sponsors that have evolved with the event over the years bid farewell to snowy Main Street. The festival will permanently move […]

How much beer was consumed during the recent World of Concrete? That we don’t know, but hopefully it was a measurable KPI.  The world’s largest concrete construction and masonry trade show brought together about 48,000 professionals to the Las Vegas Convention Cente, Jan. 20-22, as well as about 1,300 exhibiting companies, including 280 first-time brands, […]

We spoke to Ed Beadle, VP of Digital Services & Marketing at American Honda Motor Co., for a look under the hood of its new Olympics campaign, influencer marketing efforts and overall sports strategy.

This week’s hot takes on hot topics in experiential marketing cover the City of Kegs, fortune-telling seals and beer-themed social experiments.

Upcoming Events: May Experiential Marketing Summit May 18-20, 2026 | MGM Grand, Las Vegas November Top Women Network SummitNovember 12, 2026 Awards Deadlines: March Event Marketer Ex Awards Entry Deadline: March 13, 2026 September IGNITE Awards Entry Deadline: September 11, 2026 October Event Marketer Experience Design Awards Entry Deadline: October 16, 2026

From Spuds MacKenzie to Real Men of Genius to the Bud Knight, Bud Light has been crashing the Super Bowl party since 1987. This year, Anheuser-Busch is bringing back some familiar faces to celebrate the real MVP: the keg. Bud Light SVP of Marketing Todd Allen explains.

Despite the rise of touch screens and other sophisticated gaze and gesture technologies, experiential brands this year are choosing analog-style mechanisms for their activations. Think: Push buttons and turn dials that feel purposeful, participatory and nostalgic. But let’s push pause for a moment, and look back at one place where the trend bubbled up. Reddit’s […]

Coterie CEO Jess Jacobs shares how the company keeps customers subscribed and how retail stores help the diaper brand gain even more subscribers. 

Don’t call it a comeback. But after a two-year lull, Jeep returned to the Winter X Games last week with some extra swagger as the action-sports competition’s first-ever title sponsor. And the timing was just right. Between the property entering a new chapter, and the brand marking its 85th anniversary this year, the debut of […]