Kait Shea
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B-to-C Events
Six Lessons on Inclusion from Primark’s Fully Accessible Launch Event
Even the smallest of gestures can make an attendee with disabilities feel seen. It’s one of many valuable lessons that fashion retailer Primark learned while planning a fully accessible launch event for the debut of its new 49-piece adaptive clothing range. To support attendees with an array of needs, the brand ensured every detail of […]
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B-to-B Events
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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B-to-B Events
Nine Ways to Make First-time Conference Attendees Feel at Home
Executives from Cisco, Salesforce, Dell, Webflow and Workiva share their top tips for rolling out the welcome wagon.
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B-to-C Events
The Brief: Data Banks and Teddy Takeovers
This week’s hot takes on hot topics in experiential cover data banks, Teddy Takeovers and scenes from the South Beach Wine & Food Festival.
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B-to-C Events
NBA All-Star 2025: Sponsor Activations from Google, Nike, Amex and More
The 74th annual NBA All-Star Game and its new mini tournament format received some harsh criticism, but when it came to brand activations and events hosted over the weekend, fans gave rave reviews. Throughout NBA All-Star 2025, hosted Feb. 14-16 in the San Francisco Bay Area, sponsors flooded the NBA Crossover experience at Moscone Center, […]
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B-to-C Events
The Brief: Third Nipples and Duo’s Death
This week’s hot takes on hot topics in experiential cover Duo’s death, Third Nipples and pop-up radio stations.
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B-to-C Events
Opportunistic Stunts
Experiential stunts used to be executed for the sake of causing a stir, but marketers are replacing the “just because” approach with more research-driven tactics. By tapping into data and audience pain points, savvy brands are pouncing on the opportunity to craft more meaningful stunts that offer both relevance and wow-factor. Let’s look at the […]
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B-to-C Events
The Brief: Nutty Cruisers and Matcha Moments
This week’s hot takes on hot topics in experiential cover Nutty Cruisers, slope-side skincare and Matcha Moments.
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B-to-C Events
How Non-endemic Brands are Crashing New York Fashion Week
You might say that Goldfish walked so that other outliers could run during New York Fashion Week (NYFW). The semi-annual event offers top-tier global designers an opportunity to showcase their collections for the upcoming season, and provides sponsors with an opportunity to connect with a high-brow audience. But following the cracker brand’s strut down the […]
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B-to-C Events
Tanqueray Leans into Experiential with a Traveling Diner and ‘Adult Happy Meals’
In a world often consumed by virality and trends, Tanqueray is sticking to its roots and championing the idea that some things—like a gin martini—never go out of style. The brand’s “Classic or Nothing” campaign, which launched last fall, has been the driving force behind a new long-term strategy aimed at “demystifying” the category and […]
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