Experiential
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B-to-C Events
Experiential Trend of the Week: Virtual Try-ons
It’s been 30 years since “Clueless” introduced us to Cher’s digitized closet, and millennials are still not over it. Tech brands are getting closer to making this virtual wardrobe concept a reality, and the innovation has been popping up in demos at events like festivals and sports events, with brands enhancing activations with e-commerce and […]
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B-to-C Events
CeraVe’s Six-city Birthday Tour Features a Giant Gift Box and Dermatologists
Skincare brand CeraVe is turning 20 and says it’s inviting all of “its friends” to celebrate. The brand is touring the country from July 29 to Sept. 14, popping up a birthday present-shaped activation in six cities: Chicago; San Francisco; Riverton, UT; Ann Arbor, MI; Tallahassee, FL; and Asbury Park, NJ. The 20 Years of […]
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B-to-B Events
Watch The Brief, Live! August 2025 Edition: Experiential News & Ideas
Event Marketer’s Rachel Boucher, head of content; Kait Shea, senior editor and manager-digital; and Juanita Chavarro Arias, managing editor, recap and provide commentary on some of the top experiential marketing stories, ideas and trends of the month. Think: the coquette aesthetic, hatching eggs and kidney pledges. New episodes drop monthly. Subscribe to The Brief LinkedIn […]
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B-to-C Events
From Pancakes to Karaoke, Nine Activations that Struck a Chord at Lollapalooza 2025
Lollapalooza annually takes place during peak music festival season, with this year’s four-day passes selling out in under an hour back in March, once again proving the event to be a huge draw for music lovers. About 115,000 people attended each day of the festival from July 31 to Aug. 3, organizers confirmed, saying that […]
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Trade Shows
B-to-B Dream Team 2025: Meet Kelsey Schneider
For Kelsey Schneider, experiential marketing has always been a numbers game. From the time she stepped into her role as a data and analytics specialist at GE HealthCare 11 years ago, to her current position as the company’s global event manager, Schneider’s penchant for quantifying and dissecting event ROI has been critical to advancing her career and moving the needle for the business.
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B-to-C Events
The Brief: Soda-Powered Car Washes and Financial Speed Dates
This week’s hot takes on hot topics in experiential marketing cover Evolution Fresh’s Soda-Powered Car Wash, Chime’s speed-dating pop-up, ESPN’s E train takeover, an in-store Nike x Milk Makeup activation and AARP New York’s Social Security celebration.
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B-to-B Events
Five Lessons from CollegeVine’s AI-powered Vineyard Summit in Chicago
In the world of higher education, AI is typically applied to learning and development initiatives, but overlooked when it comes to the day-to-day operations that keep universities running. So CollegeVine, a company that uses a network of students, data and AI agents to alter how institutions recruit and retain pupils, aimed to flip the script […]
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Trade Shows
How Nokia Created a Midsummer Forest for its Booth at DTW Ignite
At the Digital Transformation World (DTW) Ignite, which took place in Copenhagen this June, Nokia Autonomous Networks invited attendees into “Midsummer Metsä,” a forest-inspired retreat where every detail, from the live pine trees to golden solstice light, spoke of the brand’s Finnish roots as well as its commitment to thoughtful innovation. The tagline for the […]
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Trade Shows
Partner Perspectives: How to Make a 10×10 Trade Show Booth Successful
It’s hard to wow with a roll-up and a tablecloth, yet small booths, the basic building blocks of a trade show floor, can have a huge impact and remain a key part of many trade show programs. Sometimes they’re the brand’s only asset. Sometimes they’re part of a scalable exhibit solution, deployed depending on the […]
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B-to-C Events
Experiential Trend of the Week: Times Square Takeovers
It’s an entertainment hub, a cultural destination, a commercial mecca, a tourist hot spot… and prime real estate for brand activations. We’re talking, of course, about Times Square, the Midtown Manhattan locale with billboards so bright it can be seen from outer space, and where companies with the right strategy (and budget) can make a […]
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