Topic

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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  • SXSW 2025: The Top Experiential Stunts, Activations and Events Taking Over Austin

    It’s business as usual at the 2025 SXSW Conference & Festivals in Austin, but the 38th annual event, March 7-15, may mark the end of an era for the tentpole. As hundreds of thousands of global attendees explore sessions, artistic showcases, expos and, of course, larger-than-life brand experiences this year, the city is preparing to […]

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  • Parking Lot Activations: Exploring No7’s Skin Rehab Double-Decker Bus

    From March 7-8, skincare brand No7 stopped traffic on International Drive, one of the busiest roads in Orlando, with a bright green, double-decker bus. No7 took over a Walgreens parking lot in the heart of the Orlando Entertainment District with its Derm Solutions Skin Rehab Tour bus, which is traveling around the country to introduce […]

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  • SXSW 2025: Lush Tackles Gun Violence with its ‘Bloom A New Day’ Activation

    Lush Cosmetics has deep roots in activism, even billing itself as a “campaigning organization fronted by a soap shop.” And at SXSW 2025, the brand proved as much. From March 9-10, Lush and nonprofit partner Change the Ref set up shop in Austin, TX, to raise awareness of school shootings and educate consumers on the […]

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  • The Brief: Blizzard Banks and GlowUp Studios

    This week’s hot takes on hot topics in experiential marketing cover Blizzard Banks, Grandmacore 2.0 and GlowUp Studios.

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  • Bubbles

    Bubbles bring joy to any occasion from the way they float to the act of popping them. It’s why Skincare brand CeraVe replicated the experience in its “Soap POPera” game where attendees who stopped by its Drama Free Cleansing Tour last summer “popped” bubbles to win prizes. But CeraVe isn’t the only brand tapping into the […]

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  • From Tech to Name-dropping, Four Ideas to Ace Your Golf Sponsorships

    The Players Championship is starting next week, and brands are teeing up an array of experiences for fans to enjoy. With the tournament billed as having “something for everyone” and the PGA Tour underway, we looked back at last season’s fan engagement and activation strategies to glean four ideas to make every shot count.

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  • The Brief: Lay’s Lights and Parking Lot Coffees

    This week’s hot takes on hot topics in events cover Lay’s Lights, fancy parking lot coffees and the debut of Ulta Beauty World.

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  • Swag-tivities

    Event marketers are more conscious than ever about excessive waste, and that has led to all-new thinking, and engagement strategies, around a quintessential event and trade show activity: the giveaway. In fact, it’s a conversation that event marketers have been locked in for the better part of a decade—remember Hershey’s Take5 Swag Exchange campaign at […]

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  • Six Lessons on Inclusion from Primark’s Fully Accessible Launch Event

    Even the smallest of gestures can make an attendee with disabilities feel seen. It’s one of many valuable lessons that fashion retailer Primark learned while planning a fully accessible launch event for the debut of its new 49-piece adaptive clothing range. To support attendees with an array of needs, the brand ensured every detail of […]

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