Campaigns + Creative

Since November 2024, revenue from gifts has increased 250% at Patreon. The platform’s Marketing SVP discusses the brand’s marketing point-of-view and holiday campaign.

Physically, much of the country is battling winter weather, but mentally, Barbie superfans are already in sunny Florida basking in the glow of the first-ever Barbie Dream Fest. Indeed, the countdown is on for the Fort Lauderdale-based event, to be hosted March 27-29 at the Broward County Convention Center. The festival, billed as the “ultimate” […]

When it comes to engaging entertainment buffs, incorporating experiential easter eggs into fan activations has become non-negotiable. Not every attendee will notice or understand a brand’s subtle references to its IP, but the superfans most certainly will—and they’re actively seeking them out. Following are seven ideas for playing hide and seek.   1. HOTLINES For […]

Headline-making activations don’t appear out of thin air. Event marketers leverage a host of tactics and fan traditions to ensure their entertainment experiences slice through an oversaturated landscape.

Tree Hut’s ice skating holiday pop-up is one of the most buzzed-about events it’s hosted, generating 235,000 social media engagements. Read how pop-ups support the brand’s overall strategy.

Between budget restraints, tariffs, shifting trade policies and AI everything, it’s been one hell of a trip around the sun for b-to-b event marketers. But this industry always rises to the occasion, and the meetings, conferences and exhibits delivered in 2025 were no exception. With 2026 just around the corner, we rounded up some of […]

Even though mentor Sofia Figueroa is based in Miami and mentee Felicia Kelly is based in Durham, NC, the distance didn’t stop this pair from forming a strong relationship rooted in curiosity, determination and an openness to learn from one another, particularly because both come from different sides of the event industry.

EventTrack 2026, the largest and most comprehensive, multi-audience annual research report on experiential marketing, is here. Check out our overview of the most consequential data from the study with our global research partner, Sparks. (Download the report here.)    

This week’s hot takes on hot topics in experiential marketing cover sandcastle restaurants, pop-up orchards and the Betch of the Year Meme Gala.

Hard seltzer beverage brand White Claw hired comedy trio Please Don’t Destroy for its holiday campaign centered on roasting friends and hosting merchandise.