Topic

Pop-Ups

  • Family-friendly Events: Three Lessons from Crayola’s Colorful Pop-up ‘Reunion’

    Across its storied 122-year history, Crayola has never revived a collection of retired crayon colors—until now. As part of its year-long Campaign for Creativity, which centers on the vital role that color plays in inspiring creativity, the brand “unretired” eight beloved hues, then marked the occasion with a nostalgic, family-friendly pop-up “reunion” in New York’s […]

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  • Three Things We Loved About American Eagle’s Denim Deli in Nashville

    The food and fashion worlds continue to collide, and American Eagle on March 21 and 22 activated its own spin on the concept with the Denim Deli, a pop-up in Nashville that highlighted the brand’s signature denim collection while feeding consumers a complimentary signature sandwich from Music City’s iconic Mitchell’s Deli. Designed for an extended […]

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  • How Gorton’s Seafood Brought Gloucester to Austin for its First-ever SXSW Activation

    After 176 years in business, Gorton’s Seafood is no stranger to evolving with the times and keeping up with changing consumer habits. So for 2025, it tried something different by activating at SXSW for the first time. While the Gloucester, MA-headquartered brand had previously dabbled in experiential marketing with small-scale food sampling events, this was […]

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  • The Brief: Glam-ergency Boxes and ‘Pretzelria’ Services

    This week’s hot takes on hot topics in experiential marketing cover “Pretzelria” Delivery Services, Glam-ergency boxes and secret hideaways.

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  • SXSW 2025: FX Teases ‘Alien: Earth’ with an Immersive Wreckage Pop-up

    A mysterious space-vessel crash appeared in Austin, TX, during SXSW. Curious (and brave) passersby who stumbled upon FX’s The Wreckage activation had a chance to step inside and uncover details from the upcoming “Alien: Earth” series, a prequel to the 1979 film “Alien” that started the franchise. Before receiving credentials and instructions to enter, participants […]

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  • SXSW 2025: The Top Experiential Stunts, Activations and Events Taking Over Austin

    It’s business as usual at the 2025 SXSW Conference & Festivals in Austin, but the 38th annual event, March 7-15, may mark the end of an era for the tentpole. As hundreds of thousands of global attendees explore sessions, artistic showcases, expos and, of course, larger-than-life brand experiences this year, the city is preparing to […]

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  • Parking Lot Activations: Exploring No7’s Skin Rehab Double-Decker Bus

    From March 7-8, skincare brand No7 stopped traffic on International Drive, one of the busiest roads in Orlando, with a bright green, double-decker bus. No7 took over a Walgreens parking lot in the heart of the Orlando Entertainment District with its Derm Solutions Skin Rehab Tour bus, which is traveling around the country to introduce […]

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  • The Brief: Blizzard Banks and GlowUp Studios

    This week’s hot takes on hot topics in experiential marketing cover Blizzard Banks, Grandmacore 2.0 and GlowUp Studios.

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  • Bubbles

    Bubbles bring joy to any occasion from the way they float to the act of popping them. It’s why Skincare brand CeraVe replicated the experience in its “Soap POPera” game where attendees who stopped by its Drama Free Cleansing Tour last summer “popped” bubbles to win prizes. But CeraVe isn’t the only brand tapping into the […]

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  • Sweet Relief: Eight Ways to Build a Zen-inspired Brand Experience

    The world could use a collective deep breath right about now, and brands are responding with Zen-inspired experiences designed to put consumers at ease. As marketers take cues from the sect of Buddhism, which focuses on meditation, mindfulness and maintaining a state of calm, they’re creating sanctuaries where attendees have an opportunity to get present […]

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