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FIVE THINGS TO KNOW THIS WEEK This week’s hot takes on hot topics in experiential marketing cover $0 Days, cosmic luggage and AI Journey Accelerators.   DONUT UNDERESTIMATE BRAND PARTNERSHIPS Freebies abounded on Nov. 19 during the first-ever “$0 Day” as Grubhub celebrated its Delivery’s Other Half campaign, which offers Amazon Prime Members $0 Grubhub delivery fees. Hosted at Chicago’s Pioneer Park, along the Magnificent Mile, consumers who stopped by the footprint encountered a 12-foot-tall, co-branded...

“Law & Order: Special Victims Unit” has been on the air since 1999, but until recently, fans have mostly experienced a “one-way” relationship with the show. For the 25th anniversary of “SVU” this year, NBC flipped the script and leaned into events to give back to the fandom and provide new avenues for connecting with the legacy IP. In March, the network transformed New York City’s Rockefeller Center into “Olivia Benson Plaza” for two days, paying homage to the iconic character portrayed by Mariska...

Team Summit is Dish Network’s annual expo that brings together a global network of partners, retailers and vendors (approximately 3,500 attendees) over three days in one space where the brand can showcase new Dish products, strategies and technology through training and general sessions. The approximately 45,000-square-foot space features different business units and anywhere between 13 to 20 different featured partners each year. The show requires an efficient design strategy that allows Dish’s...

Welcome to this month’s exhibit industry news digest for corporate trade show marketers, featuring intel on research, trends, people and company updates. Data Event Marketer released the Measurement in the AI Age report, which explores AI for measurement in events and trade shows as well as data security and the neuroscience of attention, among other topics key to collecting right data (and making it actionable) today.   Trends PCMA and CEMA announced enhancements to Spark, a generative AI tool...

At Groceryshop, a trade show for grocery and consumer packaged goods that took place Oct. 7-9 in Las Vegas, Instacart brought a fresh approach that invited attendees to “level up” their business and enhance customer experiences.  A bold visual statement with checkerboard patterns and bright, splashy colors, the eye-catching 20-by-40 square-foot activation, designed and produced by MoonLab Productions in collaboration with its in-house fabrication partner BloqLab, featured distinct home and store...

Bringing together the health ecosystem, HLTH USA 2024 took place Oct. 20-23 at the Venetian Expo in Las Vegas, urging its participants to “Be Bold” as they explore the future of healthcare and what it will take to live not just longer, but healthier. Take it from Bob, a retired GE Healthcare engineer who spent 36 years designing CT machines. After receiving a scan “from a familiar face” as he fought covid, he is alive and well today, read an explanation next to a painting titled “Coming Home” by...

It’s hard to fathom, but according to a recent Betty Crocker survey, even consumers who hail from the land of “The Great British Baking Show” lack confidence in their baking skills. The research revealed a high prevalence of “bakers block,” and that of the 86 percent of people from Manchester, England, who enjoy baking, one-third of them only do it every few months or less. The top reason? They’re afraid they’ll fail. So to bridge the gap between consumers’ culinary aspirations and the final product,...

As Taylor Swift touches down in Indianapolis this evening to kick off the final leg of her U.S. Eras Tour, Nov. 1-3, at Lucas Oil Stadium, e.l.f. Cosmetics will be there to help welcome the pop star and her fans to “The Racing Capital of the World” through a cross-collaboration with Purdue University, merging academia, beauty and motorsports. The brand will activate with the university’s Purdue Brand Studio agency at Circle Centre Mall, Saturday and Sunday (a 10-minute walk from Lucas Oil Stadium),...

Topgolf doesn’t usually launch products, so when The Sure Thing club came about, the entertainment brand needed to take a big swing. Known for its tech-driven golf driving range game at more than 100 venues around the world, along with yummy bar food offerings and party packages, the brand stepped outside its comfort zone to host a buzzy launch experience with a cast of sponsors at its El Segundo, CA, location on July 31—creating a nightclub to launch the golf club. At the entrance of “The Sure Thing...

Night markets originated in China over 1,000 years ago, but they’re far from ancient history. The open-air evening bazaars have been cropping up across the U.S. for more than a decade, and in the last year have officially been woven into the zeitgeist—and the experiential marketing industry. From partnering with major properties like 626 Night Market in Arcadia, CA, to hosting their own events, the most successful brands are crafting experiences that both pay homage to Asian culture, and support...