Sponsorships
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Pop-Ups
Evian Celebrates 2 Massive Milestones Under a Bridge in Brooklyn
It’s just milestones on milestones for Evian this year. 2026 marks two centuries since the brand began sourcing its spring water from the French Alps, and 40 years since becoming the Official Water of the US Open. And that kind of timing calls for a mountain of celebrations.
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Festivals & Fan Cons
The Brief: Cat-lectibles and Cheesy Third Spaces
This week’s hot takes on hot topics in experiential marketing cover custom Cat-lectibles, nostalgic food courts and Kitchen Witch trends.
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Pop-Ups
Rolling Coverage: How Brands are Acing Experiential at the US Open
A record 22-day US Open tournament is underway in Queens, NY, featuring the most comprehensive event schedule and most competition days in the event’s nearly 150-year history. And that spells out ample room for brand engagement. See how sponsors are flooding the tournament grounds, and the city, with experiences.
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Festivals & Fan Cons
Inside Alaska Airlines’ Festival Sponsorships: 4 Tips for Takeoff
As Alaska Airlines continues its evolution from a regional to a global carrier, and settles into its merger with Hawaiian Airlines, its experiential marketing strategy is gaining altitude.
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Festivals & Fan Cons
Lollapalooza 2026 Photo Tour: 10 Experiences from Grant Park
More than 45 partner brands showed up at Lollapalooza with experiential destinations (and weather escapes) to surprise and delight nearly 400,000 music fans. We highlight 10 sponsor activations that rocked the festival experience.
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Festivals & Fan Cons
Coca-Cola Activates its Largest Footprint Yet at Essence Festival
Keeping a presenting sponsorship fresh after 31 years is challenging, but with comprehensive feedback analysis, and hyper-local inspiration, Coca-Cola ensures its presence at Essence Festival of Culture is never flat.
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Pop-Ups
The Brief: Retro Malls and Cheese Ball Challenges
This week’s hot takes on hot topics in experiential marketing cover the Million Cheese Ball Challenge, The House of Lexus and an ’80s-themed mall takeover.
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Festivals & Fan Cons
Tabby Trucks and Tunnel Walks: WNBA All-Star 2026 Brand Activations
With the WNBA continuing to hit record viewership and attendance numbers, the league’s 30th season celebration couldn’t have come at a better time, and All-Star Weekend in Chicago continued to build on that momentum.
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Pop-Ups
Experiential Marketing Trend of the Week: Commiseration Activations
Diehard sports fans recognize that you can’t win ’em all, but that doesn’t make their team’s losses any less devastating—especially during tentpole tournaments like the FIFA World Cup and March Madness. And as of late, savvy brands have been quick to offer a shoulder to cry on with commiseration-themed activations designed to boost spirits (and […]
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Sponsorships
Paycom Makes a Loyalty Play at SHRM26
Paycom has been part of the SHRM show for more than a decade, but this year, the brand hedged its bets on a decidedly experiential strategy, and scored a record number of leads.
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