Pop-Ups

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  B-to-C Events

  Hot Property: How the Hamptons Became a Hotbed of Experiential Activity this Summer

  Just like hordes of well-to-do New Yorkers, several brands swapped the city for the coast this summer and escaped to the Hamptons, a collection of wealthy hamlets located on Long Island. The locale has historically attracted some ultra-high-end fashion houses, but 2024 brought other types of brands into the mix, too, including Sparkling Ice and […]

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  B-to-C Events

  Data-driven Sampling: Inside Primal Kitchen and Pinterest’s ‘Colorful Kitchen’ Pop-Up Events

  Digitally native CPG brands often find themselves in a pickle when it comes to driving trial and conversion. So when Pinterest user data revealed that searches for “clean food” have risen by more than 9,700 percent and searches for “dips and snack hacks” have increased by 100 percent, clean-eating condiment brand Primal Kitchen decided to […]

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  B-to-C Events

  The Brief: Snack Squads and Life-size Doll Houses

  This week’s hot takes on hot topics in experiential marketing cover curly creations, mobile snack squads and life-size doll houses.

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  B-to-C Events

  The Brief: Sweet Escapes and Symphonies of Spirits

  This week’s hot takes on hot topics in experiential marketing cover drama-free mobile tours, beach club bronzing and Banana-Versaries.

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  B-to-C Events

  Ideas Roundup: Back-to-School Event Campaigns for Every Age

  Back-to-school season is upon us, and smart marketers are accounting for today’s fast-paced culture and shoppable world through campaigns and activations designed to equip, inspire and engage students, parents and educators, alike. Urban Outfitters in July unveiled the Gen Z-focused campaign, “Shift Happens,” touching every point along the college journey, from the Instagram scroll to […]

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  B-to-C Events

  Veuve Clicquot Illuminates New Yorkers with an ‘Emotions of the Sun’ Photo Exhibition

  Veuve Clicquot takes pride in shining its “solaire” culture on the world through bright, boundary-pushing experiences, and the latest manifestation took the shape of an “Emotions of the Sun” photo exhibition in New York City hosted in partnership with renowned photography collective, Magnum Photos. Rather than tell its own story, Clicquot designed the weeklong “celebration […]

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  B-to-C Events

  The Brief: Zenless Zones and Mega Mitts

  This week’s hot takes on hot topics in experiential marketing cover Zenless zones, airborne Nutella jars and mega mitts.

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  B-to-C Events

  Field Report: Our Visit to a Surprise Hennessy Sensory Pop-up in Orlando

  You couldn’t miss it. A bright red, branded shipping container with its doors and walls propped open to reveal several interactive sampling stations surprised passersby when it popped up in the usually quiet parking lot at The Loop’s ABC Fine Wine & Spirits store in Orlando on July 11. It was Hennessy’s Made for More […]

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  B-to-C Events

  Potty Humor: 10 Ways Personal Care Brands are Cleaning up with Experiential Marketing

  There was a time when personal care brands, and the consumers who used them, would rather not address the category head-on, often relying on metaphors rather than candid conversations. But those days appear to be coming to an end with an influx of straightforward, typically humorous, activations that tout bathroom-related products and services without shying […]

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  B-to-C Events

  The Brief: Basketball Bodegas and Dairy Deprogramming Zones

  This week’s hot takes on hot topics in experiential marketing cover basketball bodegas, early retirement communities and dairy deprogramming zones.

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