B-to-C Events
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B-to-C Events
How Coffee Candy Brand Kopiko Fueled Gen Z Love (and Rides) in L.A.
Be it the state of the economy or the fact that too fancy a splash can sometimes wash away a message, more brands are turning to service destinations for p.r. stunts. Think: Takeovers of car washes, diners and, as we saw at Coachella this year, gas stations. And that’s precisely where Indonesian brand Kopiko and […]
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B-to-C Events
The Brief: Candy Bars and Fake Workshops
This week’s hot takes on hot topics in experiential marketing cover faux team-building workshops, Launderettes of Love and The Pink Guava Sweet Shop.
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B-to-C Events
Offbeat Raves
Raves aren’t only taking place at underground clubs anymore. They’re taking over unconventional venues, like coffee shops, restaurants, museums, book stores and convention centers, and being hosted in broad daylight. Gone are the lasers, smoke machines and flashing lights; attendees are grooving to dj beats in their sunnies while surrounded by bubbles, parasols, fans and […]
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B-to-C Events
The Brief: Better Halfs and Laundromat Soirees
This week’s hot takes on hot topics in experiential marketing cover Better Halfs, UNO Social Clubs and laundromat soirees.
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B-to-B Events
May 2025: The Brief, Live! News and Trends Commentary
A Monthly Editorial Video Recap: It’s The Brief, Live! Watch as Event Marketer’s Rachel Boucher, head of content; Kait Shea, senior editor and manager-digital, and Juanita Chavarro Arias, managing editor, recap and provide commentary on some of the top experiential stories, ideas, and trends of the month. Think: Nostalgia plays, stigma-busting campaigns, fourth spaces, and […]
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B-to-C Events
ILGM Sparks up Community Connection on its Cannabis Home Grow Tour
To cement its transition from online cannabis seed shop to “full-blown consumer brand,” I Love Growing Marijuana (ILGM) rolled out a U.S. Home Grow Tour over the spring that brought together beginner- and intermediate-level cannabis home growers for hands-on lessons and curated moments of community connection. Across six cities, a blend of expert-led grow classes, […]
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B-to-C Events
Uber Brings to Life its New Product Features at a Go-Get Exhibit of Interactivity
Uber’s fifth annual Go-Get global product event announced new features coming to the rideshare and delivery platform that had users buzzing, including shared autonomous rides, price-lock passes and budgeting tools. But the launch event was limited to an in-person audience of press and influencers, so to open up the experience and mark a milestone moment, […]
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B-to-C Events
Armored Trucks Turn Heads and Drive Trial on PepsiCo’s Bottle Lotto Tour
Last summer, the mobile tour vehicle of choice was the school bus. This year, PepsiCo is making the case for the armored truck with its Bottle Lotto activation, hitting MLB stadiums, concerts, casinos and tourist attractions from Las Vegas to Orlando. Two armored trucks—one branded as Pepsi and the other as Mountain Dew in the […]
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B-to-C Events
The Brief: Tanq Holidays and the Wienie 500
This week’s hot takes on hot topics in experiential marketing cover Tanq Holidays, stroller valets and the Wienie 500.
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B-to-B Events
Low-Key Branding
The power of the logo is evolving, thanks to Gen Z and its cultural hold on the market. And as “low-key” has joined the library of modern-day colloquialisms—meaning “subtle, restrained or slightly” (kind of)—understated logo use is providing experiential marketers with an opportunity to embrace these vibes and push creative boundaries around the brand expression. […]
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