Festivals & Fan Cons Archives

FIFA World Cup 2026: 11 Brand Activations that are Scoring Big with Soccer Fans

Fan fests for the FIFA World Cup 2026 are taking over 13 host cities across the U.S., Mexico and Canada, and enthusiastic attendees have been packing into venues to engage with sponsor activations, soccer-themed gaming experiences, concerts and match screenings. Last Thursday, the FIFA Fan Festivals reached the 2 million visitor mark, with the three […]

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B-to-C Events

Podcast: The Power of Mentorship and Betting on Yourself, with Anna Nicholson of Yahoo

Anna Nicholson likes to feel challenged and excited about her work, and while her first job as an event marketer at a health care startup taught her a lot about executing b-to-b and b-to-e events, she needed more. Enter: Yahoo and what she calls “the best team on the planet.” Nicholson took a leap of […]

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B-to-C Events

Gov Ball 2026 Experiential: 11 Ideas We Loved, From Swish Booths to Roller Rings

A sold-out crowd of 150,000 music fans swarmed the grounds at NYC’s Flushing Meadows Corona Park from June 5-7 for the annual Governors Ball Music Festival, where performances by 60-plus artists, including headliners like Lorde and A$AP Rocky, captivated crowds across three stages. Add in cuisine from local hot spots and select Queens Night Market […]

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B-to-C Events

The Brief: Lemonade Spas and Malibu in Manhattan

This week’s hot takes on hot topics in experiential marketing cover lemonade spas, the Dunkin’ Barbie DreamHouse and Knicks in five, baby!

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B-to-C Events

Inside Jeans Country: American Eagle’s First-Ever Stagecoach Activation

“It wasn’t our first rodeo, but it was our first Stagecoach.” That’s how American Eagle cmo Craig Brommers describes the retailer’s grand debut as the country music festival’s exclusive apparel and denim sponsor. To bring the sponsorship to life, the brand activated a “Jeans Country” denim desert-themed experience on the festival grounds in Indio, CA, […]

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Sponsorships

Liquid I.V.’s McLaren Racing Partnership Cements Its Foothold in Formula 1

When Lando Norris and Oscar Piastri both made the podium at Sunday’s Miami Grand Prix, the McLaren team were not the only ones celebrating. Read how Liquid I.V. is doubling down on its alignment with Formula 1 through a new partnership.

B-to-C Events

Stagecoach 2026: 11 Brand Activations that Fused Western Glam with Hydrating Oases

This year’s edition of the Stagecoach Music Festival brought the biggest names in country music to Indio, CA, including headliners Cody Johnson, Lainey Wilson and Post Malone, with a few surprises (hello, Pitbull!) over the April 24-26 weekend. And while temperatures weren’t scorching as in years past, high winds came out in full force, causing […]

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B-to-C Events

Experiential Marketing Trend of the Week: Miniaturized Touchpoints

Consumers who are fatigued by the overstimulation and grand gestures often associated with todays’ brand activations may take comfort in a growing industry trend: miniaturized touchpoints. Charming, playful and intriguing, these tiny tokens of engagement, from collectibles to micro-spaces, are earning big-time attention. MGA’s Miniverse MGA Entertainment drummed up a whole lot of buzz […]

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B-to-C Events

Coachella 2026: How 25 Brands Took Experiential Marketing to the Desert

Headliners rocked the Empire Polo Grounds at Coachella 2026, but it was the brands that truly reached fever pitch.

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B-to-C Events

March Madness 2026: Brands Activate Beyond the Final Four to Engage College Hoops Fans

Our March Madness bracket was busted on week one of the NCAA tournament, but that didn’t stop us from enjoying all of the activations and events that capitalized on the energy around the men’s and women’s college basketball championships. From April 3-6, the Men’s Final Four and its accompanying Fan Fest presented by Capital One […]

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