Festivals & Fan Cons Archives

How Jeep Unpacked an America250 Campaign from a Giant Toy Box

When attendees at D23 turned a corner at the Anaheim Convention Center, they came face-to-face with a 1:1 toy car “action figure” box large enough for them to step inside, housing the special Jeep Wrangler America250 edition. But beyond photo ops, the eye-catching build delivered on a much larger campaign that linked down to the […]

From

Festivals & Fan Cons

3 Ways Honda Integrated its Brand into ‘Encanto’ Fandom at D23

D23: The Ultimate Disney Fan Event is designed for passionate superfans who arrive with carefully crafted game plans to maximize their experience. To earn their attention, brands that exhibit at the Anaheim Convention Center (this year’s show floor, Aug. 14-16, was the largest one yet) have to match that intention. So, Disneyland partner and D23 […]

From

Festivals & Fan Cons

The Brief: Cat-lectibles and Cheesy Third Spaces

This week’s hot takes on hot topics in experiential marketing cover custom Cat-lectibles, nostalgic food courts and Kitchen Witch trends.

From

Festivals & Fan Cons

Inside Alaska Airlines’ Festival Sponsorships: 4 Tips for Takeoff

As Alaska Airlines continues its evolution from a regional to a global carrier, and settles into its merger with Hawaiian Airlines, its experiential marketing strategy is gaining altitude.

From

Festivals & Fan Cons

Lollapalooza 2026 Photo Tour: 10 Experiences from Grant Park

More than 45 partner brands showed up at Lollapalooza with experiential destinations (and weather escapes) to surprise and delight nearly 400,000 music fans. We highlight 10 sponsor activations that rocked the festival experience.

From

Festivals & Fan Cons

Coca-Cola Activates its Largest Footprint Yet at Essence Festival

Keeping a presenting sponsorship fresh after 31 years is challenging, but with comprehensive feedback analysis, and hyper-local inspiration, Coca-Cola ensures its presence at Essence Festival of Culture is never flat.

From

Festivals & Fan Cons

Comic-Con 2026, Part 2: Quests, Character Journeys and Cafes

More experiential pop-ups, stunts and installations from across San Diego The SDCC 2026 adventure continues in part two of our coverage from San Diego, where brands took up real estate across the Gaslamp Quarter from July 23-26 to transform their movies, shows, games and books into interactive, IRL fan experiences. Let’s dive in. APPLE TV’S […]

From

Festivals & Fan Cons

Experiential Marketing Trend of the Week: Delivery Design

Experiential marketers are the bosses of the attendee journey, but this summer, we’re seeing a burst of creative attention around delivery mechanisms. Think: Content that is handpicked (literally), whirly entrances for contestants, and behind-the-curtain serves. Contactless delivery is a present-day phenomenon, and experiential marketers are kicking it up a notch—leaning into an impersonal delivery with […]

From

Festivals & Fan Cons

Tabby Trucks and Tunnel Walks: WNBA All-Star 2026 Brand Activations

With the WNBA continuing to hit record viewership and attendance numbers, the league’s 30th season celebration couldn’t have come at a better time, and All-Star Weekend in Chicago continued to build on that momentum.

From

Festivals & Fan Cons

Comic-Con 2026, Part 1: How 10 Brands Activated in San Diego

From the badge-holders, to the superfans who can’t get their hands on a ticket, activations at San Diego Comic-Con welcome everyone into the fold, and this year’s showing was no exception. Training quarters, surprise game shows, auction houses and carnivals were all on the activation agenda. Join us for a tour.

From