B-to-C Events
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B-to-C Events
Continental Tire’s Mobile Living Room Drives Tune-in for ‘Sunday Night Soccer’
For many consumers, Sunday evenings represent a time to wind down, settle in and, perhaps, ward off the Sunday scaries. But longstanding Major League Soccer (MLS) partner Continental Tire aimed to switch up the narrative with a 360-degree campaign that positioned Sunday Night Soccer as an occasion for energy, friendly rivalries and making some noise. […]
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B-to-C Events
The Brief: Hair Flips and Word Burials
This week’s hot takes on hot topics in experiential marketing cover charitable hair flips, a cross-country scavenger hunt and “Death to Midlife.”
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B-to-C Events
Experiential Marketing Trend of the Week: Red-Carpet Activations
Once upon a time, red-carpet affairs were little more than glorified photo shoots. But a saturated entertainment landscape has turned the tides toward a decidedly more experiential era of premiere events, one in which many brands are inviting talent, media and fans to step through a proverbial portal, and directly into their IP. It’s hard […]
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B-to-C Events
Olympics Q&A: Michelob Ultra, USA Hockey and Home-Turf Events Worthy of Gold
How the Team USA sponsor harnessed hockey fever across watch parties, exhibitions and a ‘Run Back the Miracle’ showcase For passionate sports fans, the past is as important as the present. That storytelling opportunity inspired an Olympic Winter Games experiential campaign here on home turf for sponsor Michelob Ultra that featured custom content, nostalgic venues […]
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B-to-C Events
Hertz Unleashes a Pack of Dogs and a Pop-Up Café at the World’s Largest Gathering of Golden Retrievers
The concept of “stress-free travel” may sound like a distant fantasy, but Hertz is on a mission to alleviate travel anxieties through its Gold Plus Rewards loyalty program—and a pack of friendly golden retrievers known as the Gold Squad.
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B-to-C Events
USAA’s Sponsorships Director Talks NFL Talent Partnerships and Optimizing a Lounge
What started as a place for NFL talent to have conversations with USAA guests 15 years ago has evolved into a dynamic experience that continues to connect the military community at Super Bowl Experience (SBX) year after year. USAA’s annual Salute to Service Lounge at the NFL fan festival offers an exclusive space for military […]
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B-to-C Events
The Brief: Clean Machines and Gummy Bars
This week’s hot takes on hot topics in experiential marketing cover Clean Machines, glam trucks and the Gimme Gummy Bar.
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B-to-C Events
Experiential Marketing Trend of the Week: Tarot Card Readings
Pew Research Center released survey findings in May that 30 percent of U.S. adults say they consult astrology, tarot cards or a fortune teller at least once a year. Reading horoscopes and tarot cards to get a glimpse into the future is an ancient practice, but event marketers are breathing new life into it by […]
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B-to-C Events
How Brands Swapped the Runway for Pop-up Events During New York Fashion Week
Twice a year, the fashion elite gather in Manhattan for couture runway shows and exclusive soirees during New York Fashion Week (NYFW). But sponsors and brands are increasingly showing up with approachable experiences that help democratize the high-profile event and unchain those velvet ropes. From Sensodyne to Jinx to the Idaho Potato Commission (no, really), […]
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B-to-C Events
NBA All-Star 2026: Vaults, Giant To-Go Bags, an ‘AI Mode’ Gallery and a Rolling Logo
NBA All-Star 2026 had a milestone weekend, not only for its 75th anniversary, but also for breaking viewership records. The midseason showcase drew more than 46 million viewers in the U.S. across NBC and ESPN platforms, marking the most viewers in 24 years and more than triple last season. On the ground, basketball fans turned […]
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