Festivals & Fan Cons Archives

From Pancakes to Karaoke, Nine Activations that Struck a Chord at Lollapalooza 2025

Lollapalooza annually takes place during peak music festival season, with this year’s four-day passes selling out in under an hour back in March, once again proving the event to be a huge draw for music lovers. About 115,000 people attended each day of the festival from July 31 to Aug. 3, organizers confirmed, saying that […]

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B-to-C Events

So Delicious Talks Multisensory Sampling in a Giant Pint at Lollapalooza

A little mystery and the promise of a sweet treat drew Lollapalooza festivalgoers into a nondescript, oversized frozen dessert pint. A minimalist design on the exterior of the black box that included just “The Pint of No Return” messaging and So Delicious Dairy Free’s logo didn’t give a hint of the colorful, multisensory adventure that […]

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B-to-C Events

How Band-Aid Made a Splash With a Pool-themed Pop-up at Summerfest 2025

If you’re going to promote a waterproof bandage, there’s no proving ground quite like Summerfest. It’s a sentiment that Band-Aid put to the test during the first two weekends of the Milwaukee, WI-based music festival as this year’s official bandage sponsor. As a relative newcomer to the festival scene, the brand wanted to make a […]

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B-to-C Events

10 Minutes With… Shawn Silverman, Global Head of Marketing at Pluto TV

Our monthly interview series continues as we sit down virtually with Shawn Silverman, global head of marketing at Pluto TV. The free streaming television brand brought to life its integrated “Summer of Cinema” campaign with a giant popcorn bucket-inspired activation, which was also housed in Paramount+’s The Lodge experience on-site at San Diego Comic-Con. In this […]

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Festivals & Fan Cons

Podcast: EM Editors Take San Diego Comic-Con 2025

San Diego Comic-Con is the epicenter of fandom, annually bringing together thousands of fans at the convention center and across the city at off-site brand activations to celebrate the latest in comics, movies, TV and pop culture. The Event Marketer editors were on the ground to take it all in and bring our firsthand coverage […]

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B-to-C Events

The Brief: Dive-In Theaters and Kidney Passes

This week’s hot takes on hot topics in experiential marketing cover Kidney Passes, Bites for Bytes and an experiential Dive-In Theater.

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B-to-C Events

San Diego Comic-Con 2025: The Big Experiential Recap

For more than 50 years, superfans of comics, movies, gaming and other popular arts have jetted to Comic-Con International for the community, the content, the cosplay—and the experiences. During this year’s event, July 24-27, EM joined the geek squad for a three-day jaunt through San Diego and its Gaslamp District, all in search of the […]

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B-to-C Events

The Brief: Big Balls and Nacho Tours

This week’s hot takes on hot topics in experiential marketing cover Intense Nacho Tours, Plastic Pauses and big balls.

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Festivals & Fan Cons

SDCC 2025: ‘Percy Jackson’ Fans are ‘Claimed’ by the Gods at Disney’s Themed Diner

From the books to the movies to Disney’s hit series, the “Percy Jackson” franchise has attracted throngs of fans. And at San Diego Comic-Con, they lined up for hours for a chance to partake in an immersive diner experience that revealed clues about season two, which follows the second book in the series, “The Sea […]

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B-to-C Events

SDCC 2025: Brawl Stars Takes Fans on a Wild Monorail Ride into the Carnival-themed Starr Park

For its first U.S. activation, mobile game Brawl Stars, developed by Supercell, went big. During San Diego Comic-Con, July 24-27, it popped up an amusement park on a floating barge on San Diego Bay, and more than 4,000 fans went through the 45-minute immersive adventure that spanned a simulated monorail ride and the carnival game-filled […]

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