Experiential
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B-to-B Events
How Oatly Built a B2B Event Inspired by its Strategic Beverage Trends Content
As beverage culture explodes, Oatly is ensuring it’s not only a key ingredient within the conversation and the concoctions, but that it’s also leading them. With the goal of creating “the Davos of beverage,” Oatly’s recent AFTERTASTE event in New York City immersed 300 leaders, operators, tastemakers, creators and journalists in the coffee, f&b and hospitality industries in presentations and sampling inspired by the brand’s latest strategic Look Book Vol. 3.
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B-to-B Events
Watch: Leah Stark of Ecolab in The Studio at EMS 2026
Welcome to Studio Sessions, interviews filmed in the field with the minds behind the moments. In this episode, Leah Stark, director of experiential marketing at Ecolab, joins us at the 2026 Experiential Marketing Summit to discuss what it means to be a bold-thinker and risk-taker in the industry, and what that looks like in practice. […]
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B-to-C Events
The Brief: Spidey Apartments and Sun Clubs
This week’s hot takes on hot topics in experiential marketing cover Peter Parker’s Apartment Tour, a Wimbledon-inspired activation in Central Park and X Games’ High Noon Sun Club.
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B-to-C Events
Experiential Marketing Trend of the Week: Women’s Fitness Activations
Between a thriving women’s pro sports scene, the proliferation of wellness-themed third spaces that skew female, and the “strong, not skinny” health movement that continues to gain steam, women’s fitness activations are having a moment. And the brands that are thoughtfully producing them are reaping the rewards of paying attention to a demographic that has […]
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B-to-C Events
World Cup Experiential: 10 Activations Bringing Soccer Fandom to Life Beyond Stadiums
The FIFA World Cup 2026 round of 32 marks the moment when every match becomes a win-or-go-home battle, and heartbreaks are happening every day. Thankfully, brands are popping up events and activating campaigns to lift up passionate fans and keep the energy high, whether teams win or lose. In fact, U.S. World Cup-related experiences are […]
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B-to-B Events
Cannes Lions 2026, Part 2: Netflix’s Fan Club, Uber’s Ice Cream Boat, Pinterest’s Manifestival
Our Cannes Lions 2026 coverage continues with more brand action from the annual festival of creativity, this year June 22-26. From patisseries to panels, here’s a look at another batch of experiential highlights from the French Riviera. CADENT’S SALON While the Croisette was bustling with cabanas and exclusive suites, adtech brand Cadent carved out […]
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B-to-C Events
The Brief: Margarita Caves and Dragon Solstices
This week’s hot takes on hot topics in experiential marketing cover margarita salt caves, museum spectacles and Dragon Solstices.
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B-to-C Events
Experiential Marketing Trend of the Week: Think Pink
If you thought 2023’s “Barbie” movie summer was the end of the pink trend, think again. Brands have been leaning into the bubblegum palette to spark feelings of playfulness, creativity, coziness and, often, empowerment in their activations. While Barbie collabs have been driving a lot of the reenergized pink craze, companies have staked their own […]
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B-to-B Events
Cannes Lions 2026, Part 1: Microsoft’s Gardens, Reddit’s Deli, Amazon’s Port and More
The who’s-who of the marketing and communications world converged from June 22-26 for a week of education, idea exchanges and relationship-building at the annual Cannes Lions International Festival of Creativity.
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B-to-B Events
Watch: Sylvia Lopez-Navarro of Kia America in The Studio at EMS 2026
Welcome to Studio Sessions, interviews filmed in the field with the minds behind the moments. In this episode, Sylvia Lopez-Navarro, national manager of brand experience, corporate events and auto shows at Kia America, joins us at the 2026 Experiential Marketing Summit to discuss how brands like Kia are building real emotional connections with audiences, what […]
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