B-to-C Events Archives - Page 2 of 36

CI Games Disrupts Gamescom with a Dark Fantasy Tattoo Sanctum

Fans of video game Lords of the Fallen are hard core, and CI Games knows its audience. So for the sequel reveal at Gamescom 2025, held Aug. 20-24 in Cologne, Germany, the independent video game developer and publisher brought the game’s dark fantasy world to life on the show floor with a themed activation called […]

From

B-to-C Events

A Step-by-Step Breakdown of Don Julio’s Global, Creator-first ‘194구’ Campaign

In the age of influence, it pays to partner with a global icon. And that’s exactly what Tequila Don Julio 1942 had in mind when it launched its first-ever worldwide product collab alongside renowned South Korean dj, producer and fashion influencer, Peggy Gou. The brand dug into its deep roots in the nightlife scene to […]

From

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.

From

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 […]

From

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 […]

From

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. […]

From

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 […]

From

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.

From

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 […]

From

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 […]

From