Campaigns + Creative
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B-to-C Events
For the Fans: McDonald’s ‘KPop Demon Hunters’ Meal Rivalry Comes to Life at an L.A. Event
No one knew the fandom around “KPop Demon Hunters” was going to explode, but the love for the most-streamed movie of 2025 just continues to go up, up, up. And McDonald’s joined the conversation with its latest meal collab, designed as a “Battle for the Fans.” At the end of March, McDonald’s teamed up with […]
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B-to-B Events
Tariffs Update: Event Execs Talk Roadblocks, Best Practices and Business Impact
When sweeping U.S. tariffs took hold in the spring of 2025, the event industry grappled with the uncertainty of how long they would last, which materials and services would be impacted most, and who would ultimately foot the bill.
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B-to-C Events
2026 F1 Miami Grand Prix: Full-Throttle Experiences from TikTok, Diageo, Mobil and More
Now in its fifth year, the Formula 1 Miami Grand Prix continues to draw race fans from around the world, with attendance figures estimated at 275,000, and it’s a major activation moment for brands, as the first U.S. race of the season. Every year, we’ve seen more and more brands take advantage of the exploding […]
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B-to-B Events
Eight Strategies for Reducing Food Waste in Trade Shows and Events
Some 2,600 unserved meals were donated by the Washington Hilton after the White House Correspondents’ Association (WHCA) dinner was cut short on April 25 by a gunman. During a rare and dramatic event, the staff were able to follow the established food-saving protocols and didn’t let the meals go to waste. The Washington Hilton is […]
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B-to-B Events
Skeletons and Tattoos: How Torq Brings World Building to Trade Shows
If you’re not putting on a show, you’re just paying for a spot on carpet, says Don Jeter, cmo of Torq. At RSAC 2026, the enterprise security company went all in with a 20-foot inflatable skeleton and a fully operational tattoo bus. Insight was sizzling at the Cyber Wok lunch and CISO Karaoke, meetings were […]
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Shopper/Retail
Claire’s Shifts Target Market to Tweens With ‘On-Trend, On-Time’ Products
Chief Brand Officer Michelle Goad shares how Claire’s is elevating its stores and shifting its brand perception through offering trendy products for tweens.
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B-to-B Events
10 Minutes With… Gaby Ferreres, Head of Industry Marketing at AWS
As the media sector experiences rapidly change, Amazon Web Services (AWS) came to the NAB Show 2026 with the mission to empower storytellers to create, distribute, and monetize content at unprecedented scale. To deliver that, the brand leaned into a multi-pronged activation approach that engaged attendees across multiple touchpoints, from high-energy fun challenges to hands-on, […]
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