B-to-C Events
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B-to-C Events
On the Road to SDCC, Mountain Dew Opens a Dystopian Desert Motel for ‘Borderlands’
What’s the perfect backdrop to recreate a post-apocalyptic landscape? Albuquerque, NM, and its desert climate fit the bill for a takeover of the local Monterey Motel that was transformed into “The Mountain Dew Borderlands Motel,” straight out of the new film, debuting Aug. 9. Mountain Dew partnered with Lionsgate and Regal Cinemas on the dystopian […]
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B-to-C Events
How a Mercedes-Benz Culinary Series is Sparking Connections with a Digital Table
Picture this: You get invited to an intimate dinner at an upscale L.A. restaurant with a speakeasy vibe, and when you’re shown to your seat, the table’s surface is all digital and serving up content for the evening. That’s one of the experiences 50 attendees took part in at Mercedes-Benz Presents The Table, hosted at […]
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B-to-C Events
Veuve Clicquot Illuminates New Yorkers with an ‘Emotions of the Sun’ Photo Exhibition
Veuve Clicquot takes pride in shining its “solaire” culture on the world through bright, boundary-pushing experiences, and the latest manifestation took the shape of an “Emotions of the Sun” photo exhibition in New York City hosted in partnership with renowned photography collective, Magnum Photos. Rather than tell its own story, Clicquot designed the weeklong “celebration […]
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B-to-C Events
30 Years of Essence Fest: Q&A with Executive VP-Experiential Michael Barclay
Social media threads and Reddit forums were lighting up ahead of the 2024 Essence Festival of Culture, presented by Coca-Cola, July 4-7, in New Orleans. This year marked the 30th anniversary of the annual multiday celebration of Black culture, music and food, and the media platform’s loyal followers were eagerly awaiting the release of the […]
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B-to-C Events
The Brief: Zenless Zones and Mega Mitts
This week’s hot takes on hot topics in experiential marketing cover Zenless zones, airborne Nutella jars and mega mitts.
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B-to-C Events
Field Report: Our Visit to a Surprise Hennessy Sensory Pop-up in Orlando
You couldn’t miss it. A bright red, branded shipping container with its doors and walls propped open to reveal several interactive sampling stations surprised passersby when it popped up in the usually quiet parking lot at The Loop’s ABC Fine Wine & Spirits store in Orlando on July 11. It was Hennessy’s Made for More […]
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B-to-C Events
2024 Paris Games Preview: Rolling Coverage of Brands Activating Around the Summer Olympics
The Olympics have always ignited passion and a sense of camaraderie among sports fans around the globe, but the 2024 Paris Games, taking place July 26 to Aug. 11, may inspire even more fanfare than usual. The last time the world witnessed the Summer Olympics, it wasn’t at stadiums in Tokyo where the event was […]
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B-to-C Events
Potty Humor: 10 Ways Personal Care Brands are Cleaning up with Experiential Marketing
There was a time when personal care brands, and the consumers who used them, would rather not address the category head-on, often relying on metaphors rather than candid conversations. But those days appear to be coming to an end with an influx of straightforward, typically humorous, activations that tout bathroom-related products and services without shying […]
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B-to-C Events
The Brief: Basketball Bodegas and Dairy Deprogramming Zones
This week’s hot takes on hot topics in experiential marketing cover basketball bodegas, early retirement communities and dairy deprogramming zones.
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B-to-C Events
Bidet Brand Tushy Invites Consumers to Get ‘Butt-tized’ in its Mock Confessional Booth
There’s no room for bashfulness when you’re a company that sells personal care products, and irreverent bidet brand Tushy proved as much on June 20 with its Coming Clean Confessional activation in New York City. Leaning into the religious undercurrents often associated with cleansing routines, Tushy installed a mock confessional booth that doubled as a […]
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