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For more than 50 years, superfans of comics, movies, gaming and other popular arts have jetted to Comic-Con International for the community, the content, the cosplay—and the experiences. During this year’s event, July 24-27, EM joined the geek squad for a three-day jaunt through San Diego and its Gaslamp District, all in search of the […]

Celsius scored some major wins during the 2025 MLS All-Star Week. Building on its first-time presence last year, the Official Energy Drink of MLS arrived in Austin, TX, ready to hype up soccer fans for the All-Star Game on July 23. Celsius incorporated its new Live. Fit. Go. campaign, the largest marketing initiative in the […]

Even if you attend one of Netflix’s WWE events in person, you won’t be able to escape the ads. I now know this from experience.

This week’s hot takes on hot topics in experiential marketing cover Intense Nacho Tours, Plastic Pauses and big balls.

For its first U.S. activation, mobile game Brawl Stars, developed by Supercell, went big. During San Diego Comic-Con, July 24-27, it popped up an amusement park on a floating barge on San Diego Bay, and more than 4,000 fans went through the 45-minute immersive adventure that spanned a simulated monorail ride and the carnival game-filled […]

The 2025 AT&T WNBA All-Star Weekend welcomed thousands of basketball fans and more than 25 WNBA partners and licensees for the two-day fan fest. Here are nine brands that activated during the event.

This week’s hot takes on hot topics in experiential marketing cover frozen lotion, soccer jugglers and chainsaw-sliced sandwiches.

They’re low-key, open long hours, and retro as heck, and as brands have figured out, they’re offering a full menu of engagement opportunities that invite audiences to grab a booth and settle in. Yes, we’re talking diners, and all the ways brands are harnessing the aesthetic. Diner experiences caught the attention of the editors of […]

Building wraps are all over San Diego this week as Comic-Con takes over the city, but none beckoned us over more than the sight of a looming Pedro Pascal as Reed Richards in “The Fantastic Four: First Steps” (the rest of the cast was on the oversized poster, too…). Underneath the huge banner, at Martin […]

Thousands of basketball fans turned out for the 2025 AT&T WNBA All-Star Weekend, July 18-19, in Indianapolis, a first-time host for the event. Ahead of the 2025 AT&T WNBA All-Star Game, which drew a sellout crowd of 16,988 to the Gainbridge Fieldhouse on July 19, fans first got a taste of the action at WNBA […]