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Event Marketer’s Rachel Boucher, head of content; Kait Shea, senior editor and manager-digital, and Juanita Chavarro Arias, managing editor, recap and provide commentary on some of the top experiential stories, ideas, and trends of the month. Think: Summer vibes, sponsorship irony, ballroom inspiration, global exhibitions, and more. New episodes drop monthly.   Subscribe to The Brief LinkedIn Newsletter For more information on The Brief newsletter and The Brief, Live! reach out to the editors.  ...

FIVE THINGS TO KNOW THIS WEEK This week’s hot takes on hot topics in experiential marketing cover Club Furby, Shaq’s Drip Lounge and a National Pink Day pop-up.   HASBRO BRINGS ITS DJ FURBY TOY TO LIFE WITH A CLUB ON THE PIER We hear the Furby is making a comeback, but not in the way you remember it. Hasbro is releasing its new DJ Furby toy, designed with a long, multicolored body and LED lights, and to promote the upcoming launch, the brand transformed the Santa Monica Pier into a daytime, family-friendly...

You love your favorite brand, but do you love your favorite brand enough to tattoo it on your body… forever? For some event attendees, the answer is a “heck yes!” as they belly up to the tattoo chair and get some fresh ink representing their favorite brands and experiences. According to Trendhunter, hotel-friendly tattoo pop-ups, and “tattoo travel” are trending, like this experience featuring a partnership between Kimpton Hotels and Tiny Zaps tattoo studio which offers vacationers a more permanent...

As the Official Beer Sponsor of the FIFA Club World Cup 2025, Michelob Ultra is hitting matches around the country throughout the tournament’s run, June 14 to July 13, to bring soccer fans in-stadium and on-premise activations, including beer gardens popping up at the 12 host stadiums. We had the opportunity to explore the Michelob Ultra activation at Thursday’s Juventus vs. Manchester City match at Camping World Stadium in Orlando, FL. With the sun blazing and temperatures reaching 93 degrees, fans...

The Best Exhibit and Event Fabricators Serving the Experiential Marketing Industry Whenever a market force swings in, trade show and event builders are often the first to feel it. As the layers of the foundation of the brand experience, it is their expertise, their creative vision and, ultimately, their ingenuity that can harness and stand up to any challenge clients face. Perhaps this year’s biggest challenge is uncertainty itself (read: inflation, tariffs), and the shops that have mastered flexibility...

TOP BUILDERS SHARE SUCCESS STORIES, INSIDER PERSPECTIVES AND THE KEYS TO THEIR CRAFTSMANSHIP The best fabricators in the biz don’t just build; they craft. They engineer environments that evoke emotion and reframe brand perceptions. Their dedication to sustainability never compromises their artistry. They balance meticulous details with tight timelines. And in today’s climate, they cut costs as expertly as they use their CNC machines to slice through metal and plexiglass. Read on for expert perspectives...

CAMPAIGN: NCR Voyix @ NRF 2024 CLIENT: NCR Voyix FABRICATOR: Sparks A Powerful Debut: NCR Voyix Captivates at NRF At NRF, NCR Voyix sought to create a customer journey that accurately reflected its evolving products, services, and brand messaging. Sparks executed a dramatic brand launch within a 70’ x 70’ space designed to immerse attendees in the new NCR Voyix identity. The booth incorporated the brand’s fresh purple palette throughout, creating a cohesive and striking visual environment. The standout...

A Monthly Editorial Video Recap: It’s The Brief, Live! Watch as Event Marketer’s Rachel Boucher, head of content; Kait Shea, senior editor and manager-digital, and Juanita Chavarro Arias, managing editor, recap and provide commentary on some of the top experiential stories, ideas, and trends of the month. Think: Nostalgia plays, stigma-busting campaigns, fourth spaces, and much more. New episodes drop monthly.   Subscribe to The Brief LinkedIn Newsletter For more information on The Brief newsletter...

To cement its transition from online cannabis seed shop to “full-blown consumer brand,” I Love Growing Marijuana (ILGM) rolled out a U.S. Home Grow Tour over the spring that brought together beginner- and intermediate-level cannabis home growers for hands-on lessons and curated moments of community connection. Across six cities, a blend of expert-led grow classes, wellness workshops, cannabis cooking demos, influencer appearances, hikes and performances were all on the agenda, and attendees were...

Uber’s fifth annual Go-Get global product event announced new features coming to the rideshare and delivery platform that had users buzzing, including shared autonomous rides, price-lock passes and budgeting tools. But the launch event was limited to an in-person audience of press and influencers, so to open up the experience and mark a milestone moment, Uber took over the ground floor of the Oculus in New York City, May 14-16, with an exhibit made up of six vignettes, each highlighting a new product....