Campaigns + Creative
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B-to-B Events
What Each Generation Really Wants from B-to-B Events—And What the Data Says
With b-to-b audiences now comprising four generations of attendees (or five, depending on who you ask), conference organizers have their work cut out.
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B-to-B Events
Steal-worthy C-Suite Event Ideas from the Super Bowl LX Innovation Summit
Sporting tentpoles like the Super Bowl are at their core a platform for consumer engagement. But the Bay Area Host Committee (BAHC) and the NFL saw an opportunity to engage key stakeholders
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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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Marketers
How Oura Is Bringing its Wearable Story to the Olympics
A look at Oura’s wearable story at the Olympics and how it’s approaching segmentation across various global markets.
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B-to-C Events
Super Bowl LX: 16 Brand Activations That Took Over San Francisco’s Piers and Hot Spots
Walking around San Francisco ahead of Super Bowl LX, you wouldn’t have known the Bay Area was hosting the NFL’s championship game that saw the Seattle Seahawks win over the New England Patriots on Feb. 8.
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Campaigns
Three CMOs Weigh In on the Power of a Marketing Campaign Tagline
Chief marketing officers from True Religion, Shutterfly and Rambler weigh in on the importance of taglines in marketing campaigns.
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B-to-C Events
The Brief: Drive-Thru Pit Stops and Traveling Basecamps
This week’s hot takes on hot topics in experiential marketing cover Wendy’s drive-thru Pit Stop Express, Kayali’s fragrant café and the traveling All Conditions Express basecamp.
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