Experiential
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B-to-C Events
Experiential Marketing Trend of the Week: Hotel Takeovers
Identifying the right venue for the right experience is among an event prof’s top challenges, but upscale-leaning brands have been solving for the pain point by checking into hotels to host pop-up experiences that offer atmosphere, built-in amenities and plenty of space to spread out. From rooftop retail cabanas to self-care suites, here’s how marketers […]
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B-to-C Events
Field Report: Everything We Experienced at Netflix House Philadelphia
Tucked inside a suburban mall about 19 miles outside of Philadelphia sits a vibrant playground where lights, cameras and calls to action transform superfans into the heroes and villains from their favorite films and series. The fog is thick, the plots love twisting, and the rivalry is real. Welcome, outcasts, pirates, demon hunters and debutantes… […]
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B-to-B Events
IAAPA Expo 2025: Sights, Sounds and Scents from the Attractions Industry’s Annual Show
The week before Thanksgiving marks IAAPA Expo’s annual return to the Orange County Convention Center and takeover of Orlando’s I-Drive tourist district, gathering the global attractions industry for a week of conference sessions, show floor exploration, networking and celebrations. From Nov. 17-21, more than 40,000 professionals took part in 170-plus education events and walked a […]
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B-to-C Events
NBCUniversal Breaks Down its Growth Strategy for BravoCon and Brand Partners
Social media algorithms were buzzing this past weekend as one of the industry’s titans of superfan events, BravoCon, went down in Las Vegas. Beyond the tea that was spilled and the spicy moments that emerged at more than 100 panels, parties, reunions, game shows, photo ops and off-site celebrations, 22 brand partners—15 of which were […]
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B-to-B Events
Internal Engagement: Six Insights from Ford’s Employee-Dealer Event Playbook
From Ford’s perspective, both employees and dealers are the brand’s greatest ambassadors, and that makes nurturing the relationship between the two parties essential to the overall health of the business. To ensure those partnerships thrive, the automaker hosts a variety of live events and experiences throughout the year, from the Driving Ford+ Program to the […]
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Agency Life
Three Production Lessons from the Ryder Cup Main Stage Ceremonies
The storied Ryder Cup, held in September at the Black Course of Bethpage State Park in Farmingdale, NY, was not without its headline-making moments beyond the game of golf. Widely regarded as the Super Bowl of the sport, the tournament, which is played every two years globally and every four years in the U.S., featured […]
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B-to-B Events
The Brief, Live! Special Edition: Halloween Hijinks
Alienware’s spaceship crash-landing at a commuter hub, a bold (bald) screening experience and Pennywise the clown’s global balloon hijinks.
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B-to-C Events
The Brief: Micro-Restaurants and Pop-up Cathedrals
This week’s hot topics in experiential marketing cover the Hidden Valley Ranch Tiny Restaurant, Juice Force Tankers and pop-up cathedrals.
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B-to-C Events
Experiential Marketing Trend of the Week: Casino Plays
The casino environment is rich with calls to action and audiences anticipating constant entertainment. And with world-building a top theme in experiential campaigns this year, brands are betting on casino pop-ups and integrations to level-up on hospitality, capture committed enthusiasts, and put a strategic spin on playing the tables. American Express is growing its investment […]
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B-to-B Events
Field Report: How Brands Fused Passion and Business at the 2025 SEMA Show
A drift demo shredding tires to a cheering crowd? Hundreds of meticulously decked-out rides and a wild after-party festival? You’re at the 2025 SEMA Show, the automotive aftermarket global business event, which took place Nov. 4-7 at the Las Vegas Convention Center. With more than 153,000 attendees from 140 countries and regions, including 2,300 exhibiting […]
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