B-to-C Events
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B-to-B Events
EMS 2025: Nine Event Trends to Watch, from Creativity on a Budget to ‘Servant’ Sponsorships
The 2025 Experiential Marketing Summit (EMS) brought the high-octane energy, camaraderie and compelling perspectives the annual industry showcase is known for, and a global audience of more than 1,500 b-to-b and b-to-c marketers, trade show organizers, agency execs, meeting planners, event strategists, sustainability champs and technologists kept the good vibes and peer-to-peer education going strong […]
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B-to-C Events
Multicultural Marketing: How WSS Highlighted Latino Culture at Tienda Superstar in L.A.
Celebrating 40 years, WSS is known as “your neighborhood shoe store” in Los Angeles, and for its first off-site activation, the Foot Locker-owned shoe retailer went into the community to meet its customers where they are with a pop-up rooted in Latino culture and authenticity. For the relaunch of adidas’ Superstar shoe, WSS partnered with […]
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B-to-C Events
Tinder Leans into Fashion and Low-key Branding with an Upcycling Pop-up for Gen Z
Cuffing season is over, and we’re about to enter “Hot Girl Summer.” For Tinder, that means entering the cultural conversation with experiences that tap into the Gen Z zeitgeist and create moments for users and prospective users to “mingle” in person in a casual environment. The brand’s ExCycle pop-up at Tumbao in New York City […]
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B-to-C Events
Coachella 2025 Experiential: Pit Stops, Perfume Pods, Glimmers and High Tea
The desert was hot, but the sets were hotter at this year’s Coachella Valley Music and Arts Festival, hosted April 11-13 and April 18-20 at the Empire Polo Club in Indio, CA. Once again serving as the unofficial launch of festival season, the event boasted headline talent including Lady Gaga, Green Day and Post Malone; […]
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B-to-C Events
The Brief: Cheese Raves and Cannabis Countdowns
This week’s hot takes on hot topics in experiential marketing cover Cheese Raves, Fast Food Financing and 4/20 countdowns.
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B-to-C Events
Scream Machines
Whether in response to joy, fear or frustration, screaming is a part of human nature that marketers are tapping into to foster richer memory-making. Activations that center around screaming booths and audio-triggered vending machines are popping up to provide consumers with a participatory activity that inherently elicits heightened emotions (and, usually, a good laugh). Depending […]
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B-to-C Events
The Brief: Flavor Factories and Bar Tenders
This week’s hot takes on hot topics in experiential marketing cover Flavor Factories, Bar Tenders and Uber’s Lost and Found.
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B-to-B Events
Winners Unveiled: The 2025 Ex Awards
The editors of Event Marketer announce the winners of the 23rd annual Ex Awards, the experiential marketing industry’s most prestigious recognition program.
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B-to-C Events
Six Slam-dunk Strategies that Engaged Basketball Fans at the 2025 NCAA Women’s Final Four
Sunday’s NCAA Women’s Basketball National Championship game between UConn and South Carolina drew a sellout crowd of 19,777 at Amalie Arena in Tampa, FL, and 8.5 million viewers, making it the third most-watched women’s Division I title game on ESPN platforms. In the days leading up to UConn’s 12th national championship win, tens of thousands […]
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B-to-C Events
Field Report: Top 12 Activations from the NCAA Women’s Final Four Tourney Town in Tampa
For a record fourth time, Tampa, FL, hosted the NCAA Women’s Final Four basketball tournament, and fans turned out, hitting the bay from April 3-6 to support their teams and enjoy all of the sporting events and brand activations that led into the big game at Amalie Arena, where UConn clinched the 2025 national title […]
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