Experiential
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B-to-C Events
The ‘Essence’ of Influence: Inside SheaMoisture’s First-ever International Brand Trip
SheaMoisture took a leap when it hosted its first-ever international brand trip in Montego Bay, Jamaica. The beauty brand whisked away 13 influencers, community leaders and media members to a resort in March for three days of product exploration, live demos, styling sessions and cultural experiences to celebrate the launch of SheaMoisture’s Kalahari Melon Curl […]
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B-to-B Events
Inside RSAC 2025 in San Francisco: AI Threats, Ninjas and Baby Goats
RSAC 2025 Conference, the world’s largest cybersecurity show, brought together a record 44,000 attendees to its 34th annual flagship event at the Moscone Center in San Francisco, April 28 through May 1. Among the most pressing topics discussed were Agentic AI, critical infrastructure, emerging threats and evolving policy, all part of the rapidly changing environment […]
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B-to-C Events
The Brief: Fuel Stores and ‘Mothers of Max’
This week’s hot takes on hot topics in experiential marketing cover Fuel Stores, retro block parties and floral moms.
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B-to-C Events
Pop-up Perfumeries
The power of fragrance to elicit deep emotional responses and improve memory recall at live events isn’t a new concept. But several brands have been offering a fresh take on scent-centric experiences to cut through a beauty category that is becoming increasingly oversaturated—and the data fueling the surge in pop-up perfumeries doesn’t lie. According to […]
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B-to-C Events
2025 Formula 1 Miami Grand Prix: Activations from Alo, Lego, Liquid I.V., TAG Heuer and More
The Formula 1 Crypto.com Miami Grand Prix took the city by storm last weekend, as fans braved heavy rain to watch their favorite drivers race around the Miami International Autodrome circuit at the Hard Rock Stadium complex, May 2-4. A sell-out crowd of close to 275,500 fans attended the three-day event that included practice and qualifying […]
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B-to-C Events
Stagecoach 2025 Experiential: Canteens, Styling Saloons and Boot Bars
Following two pop-filled weekends of Coachella, it was country music’s time to shine at Stagecoach 2025, held April 25-27 in Indio, CA. Western culture permeated The Empire Polo Club, as festivalgoers showed up in fashionable cowboy hats and boots, colorful bandanas, and shiny belt buckles to catch their favorite artists perform at stages spread across […]
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B-to-B Events
Ford Performance’s High-octane Season Launch Brings Stakeholders to the Speedway
There’s a time and a place for static auto shows, but for its 2025 Season Launch event, Ford Performance went full-throttle on a decidedly experiential strategy to unite stakeholders under one roof.
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B-to-B Events
B-to-B Dream Team 2025: Meet Pedro Chira
How do you create IRL events in a digital industry? That’s the question that keeps things exciting for Pedro Chira, director-global field marketing at Circle, a global financial technology firm in the crypto space
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B-to-C Events
The Brief: Gringo Tests and Lemonade Stand-Ups
This week’s hot takes on hot topics in experiential marketing cover Rápido Gringo Tests, Lemonade Stand-Ups and roaming Walkers.
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B-to-C Events
Claw Machines
There are some activities that stand the test of time, but are often reimagined and emerge in unexpected spaces. And if there’s one experience most audiences can relate to, at any age, and in any space, it’s the claw machine. This year, brands are thinking outside the (glass) box to incorporate this arcade staple into […]
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