Campaigns + Creative

If you’re activating around Valentine’s Day this year, there’s still time to steal a few ideas that’ll give your event a little extra oomph. And we’re here to spread the love. There’s no shortage of great experiential campaigns to get the juices flowing, whether it be Snuggle’s heartfelt, interactive mosaic or Godiva’s 20-foot-tall chocolate boxes […]

We’re launching our 2026 coverage with hot takes on hot topics in experiential marketing covering tailgate trolling, Blizzard Brew and Starbucks in Beast City.

Following were the most engaging Chief Marketer stories of 2025 — from a case study in higher education marketing to a creator network launch from Lowe’s to a McKinsey growth study examining the CMO-CEO disconnect.

Candy brand Hi-Chew has doubled its brand awareness in the U.S. since 2018, but it wants more Gen Z customers as the group increases its spending power. 

To promote its latest piece of hardware, the ROG Xbox Ally handheld device, Xbox is thinking outside the box to get the word out this holiday season. But in this case, the Ally campaign involves uncharted territory for the company: a college football bowl game. 

In a year where designer dolls and love stories grabbed the world’s attention, event marketers also leaned into niche interests and the speed of pop culture across their campaigns. These were among themes across the nearly 50 installments of our Trend of the Week column in 2025, and as the wheels turn for 2026, we’ve […]

In 2025, EM expanded the scope of its Experiential in Color recognition program to include a new mentorship initiative led by a steering committee of industry professionals. We spoke with three mentor/mentee pairs about what the experience has meant to them. Mentor Gerry Rojas and mentee Natalie Azcona know all too well how the events […]

Christmastime is here again, and our calendars, inboxes and social feeds have been overflowing with festive pop-ups, holiday markets, light shows and takeovers that have us feeling that warm, merry spirit. We’d have to travel around the world on Santa’s magic time to hit all of the brand activations taking place this month, so we’re […]

To capture the fleeting attention of passersby, you have to go big or go home, and this year, we’ve seen brands popping up towering installations of recognizable icons that have had consumers doing a double take, pulling out their phones to snap photos or even just stopping for a moment to admire the temporary monuments. […]

Godiva is celebrating its 100 years with a centennial glow-up and swanky new campaign starring the actress Leighton Meester. Angela Fotopoulos, Marketing Director, Godiva, Pladis Americas, dishes on all the details.