Festivals & Fan Cons Archives

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 bigtime 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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B-to-C Events

How Superhuman Used SXSW as Launchpad for its Rebrand and AI Ethos

Three days of panels, performances, comedy sketches—and an interactive journey through the evolution of communication When Grammarly merged three AI-forward productivity platforms and rebranded as Superhuman just before the holidays, the timing wasn’t quite right for a large-scale debut. But by the time March and SXSW 2026 rolled around, the company saw a clear opening […]

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B-to-B Events

The Brief: Mulch Mobiles and T-Rex Leather

This week’s hot takes on hot topics in experiential marketing cover Lowe’s Mulch Mobile, ship resurrections and lab-grown T-Rex Leather.

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B-to-C Events

Watch: March 2026 Experiential News Commentary

Watch as the editors of Event Marketer recap a few of their top experiential stories from March. And it all starts with an exclusive look inside Barbie Dream Fest, plus—Regency era vibes, Y2K done right and skateboarding. Subscribe to The Brief LinkedIn Newsletter Related Links: Our Firsthand Report on Barbie Dream Fest Bravo’s ‘Ladies […]

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B-to-C Events

Inside Yahoo’s Biggest-Ever SXSW Activation, the AI-Powered Yahoo Scout Inn

Scouting out the right venue for Yahoo’s SXSW 2026 activation led to a pretty serendipitous matchup. From March 14-15, Austin’s Historic Scoot Inn became the Yahoo Scout Inn, a play on the brand’s newly launched AI-powered answer engine. Yahoo Scout was the centerpiece around which the western-themed pop-up was built, with the team positioning the […]

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