Experiential
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B-to-C Events
How Superhuman Used SXSW as Launchpad for its Rebrand and AI Ethos
Three days of panels, performances, comedy sketches—and an interactive journey through the evolution of communication When Grammarly merged three AI-forward productivity platforms and rebranded as Superhuman just before the holidays, the timing wasn’t quite right for a large-scale debut. But by the time March and SXSW 2026 rolled around, the company saw a clear opening […]
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B-to-C Events
How Thayers’ Influencer-Focused Experiential Strategy is Driving Brand Engagement
Skincare enthusiasts, like us, are seeing a lot more of Thayers on their social media feeds, and that’s no coincidence. The brand has recently been boosting its social presence through influencer partnerships and a growing ambassador program for aspiring creators. In addition to product reviews and promos posted on social, Thayers is hosting events to […]
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B-to-B Events
HIMSS26: Corporate Exhibitors Talk Booth Design and Engagement Strategies
With the theme of reimagining health through information and technology, the 2026 HIMSS Global Health Conference and Exhibition brought together more than 28,000 clinicians, executives, policy makers and industry leaders from across the world to the Venetian Expo Center in Las Vegas on March 9-12. From the rise of AI agents to the ease of […]
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B-to-B Events
Seven Trade Show Exhibit Engagement Tactics from Shoptalk 2026
Shoptalk Spring 2026 took place March 24-26 at Mandalay Bay in Las Vegas, bringing together more than 10,000 attendees from across the retail, consumer brand and tech landscape.
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B-to-B Events
The Brief: Mulch Mobiles and T-Rex Leather
This week’s hot takes on hot topics in experiential marketing cover Lowe’s Mulch Mobile, ship resurrections and lab-grown T-Rex Leather.
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B-to-B Events
Experiential Marketing Trend of the Week: Tunnel Vision
In the distraction age, experiential elements like immersive tunnels are blocking outside noise, adding suspense or curiosity, and creating an effective transition from one environment to another. From trade shows to upfronts to fan fests to VIP afterparties, let’s explore how brands are carving out themed passages in their activations and events. An Entrance […]
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B-to-B Events
10 Minutes With… Gabe Weiss, Head of Marketing at Hitachi Construction Machinery Americas
In a sea of bulldozers and excavators digging for attention, it’s not often that a heavy equipment brand would bank on helping construction pros find their Zen. But that was exactly the approach that Hitachi Construction Machinery Americas took for its 30,000-square-foot booth at the recent CONEXPO-CON/AGG 2026. Built around the theme “Connecting Harmony to […]
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B-to-C Events
Watch: March 2026 Experiential News Commentary
Watch as the editors of Event Marketer recap a few of their top experiential stories from March. And it all starts with an exclusive look inside Barbie Dream Fest, plus—Regency era vibes, Y2K done right and skateboarding. Subscribe to The Brief LinkedIn Newsletter Related Links: Our Firsthand Report on Barbie Dream Fest Bravo’s ‘Ladies […]
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B-to-C Events
Inside Yahoo’s Biggest-Ever SXSW Activation, the AI-Powered Yahoo Scout Inn
Scouting out the right venue for Yahoo’s SXSW 2026 activation led to a pretty serendipitous matchup. From March 14-15, Austin’s Historic Scoot Inn became the Yahoo Scout Inn, a play on the brand’s newly launched AI-powered answer engine. Yahoo Scout was the centerpiece around which the western-themed pop-up was built, with the team positioning the […]
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B-to-C Events
Field Report: Video Game Developers and Tech Brands Level Up Demos at PAX East
In 2004, the creators of the popular web comic Penny Arcade launched PAX to bring together the gaming community and celebrate game culture. After years of growth, PAX expanded from Washington to several cities around the world, and PAX East was established in 2010 as the event’s East Coast branch. We headed up to Boston […]
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