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From the books to the movies to Disney’s hit series, the “Percy Jackson” franchise has attracted throngs of fans. And at San Diego Comic-Con, they lined up for hours for a chance to partake in an immersive diner experience that revealed clues about season two, which follows the second book in the series, “Sea of Monsters.” The ocean-themed activation featured a full-blown narrative brought to life by a cast of live actors, and supported by an interactive screen sequence. And EM was there to take...

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 carnival game-filled Starr Park, the setting for matches in Brawl Stars. “We’re excited to offer it here at San Diego Comic-Con as part of our long-term strategy to enter into the world of...

EM’s editors descended on SoCal in July for what is arguably the superfan event of the year—San Diego Comic-Con. Join us for a video tour of a few top SDCC 2025 brand activations that took place outside the convention center, and all across the Gaslamp District. It’s time to let your geek flag fly.   ABC   ADULT SWIM   AMC   BBC   DISNEY   FX   PARAMOUNT+   PEACOCK Video credit: Juanita Chavarro Arias; Kait Shea   Featured photo: Courtesy of FX More SDCC 2025 Coverage: SDCC 2025: Conveyor Belts Move...

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. In this special “San Diego Comic-Con Edition,” however, we talk hidden photo ops, clowns in corn fields and activation actors. New episodes drop monthly.   Subscribe to The Brief LinkedIn Newsletter For more information on The Brief newsletter and The Brief,...

Event Marketer’s 2025 B-to-B Dream has been unveiled. Each month, we’re sitting down with one of our all-stars to talk trends, best practices and all things uniquely b-to-b. Rachel Langley, VP-Events, Visa Good job opportunities build careers, but great mentors shape them. Before she managed multi-million-dollar event budgets for Fortune 500 companies, Rachel Langley took her first career leap at the British-American Chamber of Commerce. There, her colleague and mentor, Pam Miller, taught her the...

Strategy is key when it comes to securing the right talent for your corporate event When incorporated strategically, celebrity talent can enhance the attendee experience, create buzz surrounding your brand, and even bolster messaging at your conference or gathering. With more than 30 years of experience, LEO Events has built strong, trusted connections with agents, managers, and talent reps across the industry. But again, It’s not just about who you get. It’s about how they contribute to the message,...

Workplace benefits are critical to attracting and retaining top talent in just about any industry, but the topic isn’t typically enthralling. So at Morgan Stanley at Work’s Thrive 2025 conference, which educates human resources professionals on the brand’s employee benefits solutions, the company added a little Hollywood magic to its presence on the show floor. Throughout this year’s event, hosted June 9-12 at the JW Marriott in Los Angeles, Morgan Stanley at Work’s “Be a Star” activation aimed to...

FIVE THINGS TO KNOW THIS WEEK This week’s hot takes on hot topics in experiential marketing cover frozen lotion, soccer jugglers and chainsaw-sliced sandwiches.   MATTEL TAKES A GAMBLE WITH AN ADULT GAMING POP-UP IN VEGAS When Mattel announced last month that it would be introducing “UNO Social Clubs” around the U.S., the brand couldn’t have predicted that the endeavor would turn into a viral spectacle before it even got started. Yep, earlier this month, when word got out that Mattel’s first Social...

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 Fast Company this week as Tesla opened its new Supercharger station in L.A. that doubles as a Tesla-branded “retro-futuristic diner.” There, visitors can enjoy “greasy...

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.  ...