B-to-C Events
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B-to-C Events
SDCC 2025 Video Tour: Activations from Disney, Paramount+, FX, Adult Swim and More
EM’s editors descended on SoCal in July for what is arguably the superfan event of the year—San Diego Comic-Con. Join us for a video tour of a few top SDCC 2025 brand activations that took place outside the convention center, and all across the Gaslamp District. It’s time to let your geek flag fly. […]
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B-to-C Events
Watch The Brief, Live! July 2025 Edition: San Diego Comic-Con
In this special “San Diego Comic-Con Edition,” however, we talk hidden photo ops, clowns in corn fields and activation actors.
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B-to-C Events
The Brief: Frozen Lotion and Chainsaw-sliced Sandwiches
This week’s hot takes on hot topics in experiential marketing cover frozen lotion, soccer jugglers and chainsaw-sliced sandwiches.
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B-to-C Events
Experiential Trend of the Week: Diner Digs
They’re low-key, open long hours, and retro as heck, and as brands have figured out, they’re offering a full menu of engagement opportunities that invite audiences to grab a booth and settle in. Yes, we’re talking diners, and all the ways brands are harnessing the aesthetic. Diner experiences caught the attention of the editors of […]
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B-to-C Events
SDCC 2025: Superfans ‘Find Their Mountain’ at Paramount+’s Lodge
From the fandom to the temps, it’s hot, hot, hot in SoCal this week, where EM has landed for what is arguably the superfan event of the year: San Diego Comic-Con. Among brands leading the experiential way once again is Paramount+ and its touring activation, The Lodge. The footprint is bigger and the IP is […]
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B-to-C Events
SDCC 2025: Conveyor Belts Move Fans Through Google Play’s ‘Fantastic Four’ Rewards Lab
Building wraps are all over San Diego this week as Comic-Con takes over the city, but none beckoned us over more than the sight of a looming Pedro Pascal as Reed Richards in “The Fantastic Four: First Steps” (the rest of the cast was on the oversized poster, too…). Underneath the huge banner, at Martin […]
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B-to-C Events
Three Insights from Jamba on Sweet and Strategic Street Team Campaigns
There’s no better call to action than money in the pocket. More than 1,000 consumers in L.A. were blessed with dollar bills by Jamba’s roving street teams to use for the brand’s $1 smoothie deal on National Smoothie Day, June 21. The Blended for Everyone campaign, a follow-up to the brand’s 2024 repositioning, Hello Sunshine, […]
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B-to-C Events
Storytelling and Sponsorship: Four Ways AT&T’s Retail Activation Scored During NBA Draft Week
From the NBA to MLS to the NCAA, AT&T anchors its sports sponsorship and athlete partnership strategies in its philosophy of “connecting people to greater possibility.” So when brand partner and hoops superstar Cooper Flagg was expected to be the No. 1 overall pick in the 2025 NBA Draft (spoiler alert—he was), the company celebrated […]
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B-to-C Events
WNBA All-Star Weekend 2025: Activations from AT&T, DICK’S, Meta, Starry and More
Thousands of basketball fans turned out for the 2025 AT&T WNBA All-Star Weekend, July 18-19, in Indianapolis, a first-time host for the event. Ahead of the 2025 AT&T WNBA All-Star Game, which drew a sellout crowd of 16,988 to the Gainbridge Fieldhouse on July 19, fans first got a taste of the action at WNBA […]
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B-to-C Events
The Brief: Cheesesteak Races and ‘ColdplayGate’
This week’s hot takes on hot topics in experiential marketing cover Cheesesteak Races, puppy lounges and how brands responded to “ColdplayGate.”
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