B-to-C Events
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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.
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B-to-C Events
Experiential Trend of the Week: On Newsstands
“Extra! Extra! Read all about it!” hasn’t been shouted by street vendors in decades, but the nostalgia associated with classic newsstands continues to live on. Brands are incorporating newstalgic outdoor stalls into modern pop-ups with fresh, colorful takes that evoke a sense of time and place, and that replicate the material buzz of a headline-making […]
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B-to-C Events
Photo Tour: Inside the Family-friendly Lego x Nike ‘Built to Ball’ Experience
Bricks and kicks collided last weekend at Lego and Nike’s Built to Ball experience in New York, where EM was on-site to scope out the scene and toss a few layups inside the basketball-themed playground. The co-branded activation, hosted Sept. 12-14 on the pier at Brooklyn Bridge Park, showcased the new Nike x Lego set […]
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B-to-C Events
How a Viral Gen Z Hoodie Brand is Maximizing Signage on a Pop-up Tour
The Dandy Gas Station Tour activation is hard to miss. Peaches and pinks, checker patterns, retro serif fonts, and other eye candy, like a classic car or a branded bus parked out front, offer a no-filter experience for eager superfans who’ve lined up for exclusive merch and photo ops with the viral e-commerce clothing brand. […]
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B-to-C Events
Fashion Tailgates, Chaotic Bodegas, AI Newsstands: 10 Experiential NYFW 2025 Takeovers
Neutrals for fall? Groundbreaking… Brands broke out of the traditional warm color palette and cozy vibes for their activations during the Fall 2025 edition of New York Fashion Week. Instead, they leaned into off-beat collabs, bold designs, nostalgia and AI for experiences that had consumers waiting in lines to snag samples or catch glimpses of […]
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B-to-C Events
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
Experiential Trend of the Week: Beauty-themed Cafés
From the coffee bars dominating the trade show sector to the offbeat raves taking place at local cafés, coffee culture has been permeating programming across the event industry for some time. Now, a new twist on coffee shop experiences is brewing: the beauty-themed café. Stylish, shareable, sample-heavy and brimming with latte art, these pop-ups are […]
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B-to-C Events
Q&A: evian Spices Up its 39-year US Open Partnership with a First-time Culinary Collab
For 39 years, evian has partnered with the US Open as the tennis tournament’s official water, and this year, beyond hydrating athletes and fans around USTA Billie Jean King National Tennis Center grounds, the brand added a new culinary component to its annual campaign. Collaborating with tennis star and evian Global Brand Ambassador Frances Tiafoe […]
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B-to-C Events
‘Lightning in a Bottle’: How The Knot Recreated Taylor Swift’s Proposal Setting in New York
When Taylor Swift entered her engagement era on Aug. 26, The Knot said “I do” to jumping on the viral pop culture moment. Within nine days of the global icon sharing news (and photos) of her engagement to Travis Kelce, the wedding platform had swiftly worked with its vendor partners to recreate the duo’s instantly […]
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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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