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Last summer, the mobile tour vehicle of choice was the school bus. This year, PepsiCo is making the case for the armored truck with its Bottle Lotto activation, hitting MLB stadiums, concerts, casinos and tourist attractions from Las Vegas to Orlando. Two armored trucks—one branded as Pepsi and the other as Mountain Dew in the products’ signature colors—are on the road through July, inviting consumers to grab a bottle of soda and try their luck at winning prizes from digital lottery scratch-off cards...

FIVE THINGS TO KNOW THIS WEEK This week’s hot takes on hot topics in experiential marketing cover Tanq Holidays, stroller valets and the Wienie 500.   HOTDOGGERS, START YOUR ENGINES: OSCAR MAYER LAUNCHES THE WIENIE 500 Leave it to Oscar Mayer to cruise into the Racing Capitol of the World with a fleet of hot dog-shaped vehicles and endless food puns. Welcome to the first-ever Wienie 500. On May 23, just ahead of the Indy 500, the brand gathered all six of its Wienermobiles for the first time in over...

The Experiential in Color Mentorship Program came to life at EMS 2025 with an inaugural meetup. We caught up with Karlene Palmer-Mcleod, member of the Steering Committee, to discuss connecting BIPOC event professionals with industry leaders.   The post Video: Minute Clinic at EMS 2025 appeared first on Event Marketer.

An All-New Monthly Editorial Video Recap: Welcome to 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: Low-key brand trolling, made-up sommeliers, bucket hats, and much more. New episodes drop monthly.   Subscribe to The Brief LinkedIn Newsletter For more information on The...

FIVE THINGS TO KNOW THIS WEEK This week’s hot takes on hot topics in experiential marketing cover Daisy Gardens, Sperm Races and the “Cadillac of Reservations.”   GOODNITES DESTIGMATIZES BEDWETTING WITH A ‘MISSION DRY’ KIDS EVENT Nighttime underwear brand Goodnites is on a quest to destigmatize bedwetting and instill kids with confidence through a multichannel “Never Stop Dreaming” campaign anchored by a “Mission Dry” brand activation hosted on April 10 in L.A. The program was inspired by the absorbency...

What’s old is new again as consumers eat up tasty new takes on nostalgia marketing and flock to pop-up bodegas and delis that transform non-endemic products into corner store fare. Ahhhh, the corner deli. Whether you grew up with one on your block or just coveted bodega culture on TV, the convenience store is an American staple that generations of consumers can identify with. Perhaps that’s why brands have tapped into this unique piece of nostalgia to get hearts beating for their modern products....

Bundle X Joy booth staff at Natural Food Expo West. Can’t decide what your team should wear to a trade show? How about roller skates?  At Natural Food Expo West, pet food and lifestyle brand Bundle X Joy drew a crowd to its 10×10 booth where staffers were decked in on-brand pearlescent outfits, complete with custom blazers, hair scrunchies and roller skates from Impala Skates. The color scheme mimicked the brand’s packaging, and the thought process behind the attire choices represented its personality...

Skincare is big business. Gen Alpha, in particular, is driving massive growth for the thriving $186 billion global skincare industry, with girls as young as eight showing interest in crafting multistep regimens and taking cues from TikTok “skinfluencers” to achieve what they view as self-care. Gen Z isn’t far behind. According to a YouGov report, 61 percent of young consumers say they “won’t leave the house without looking my best.” And on average, skincare buffs ages 18-29 spent $84 on health and...

FIVE THINGS TO KNOW THIS WEEK This week’s hot takes on hot topics in experiential marketing cover personalized poetry, designer dogwear collabs and Sundance’s new home.   BLUE ‘SEVERANCE’ BALLOONS FLOAT AROUND LONDON LANDMARKS Apple TV+ has done it again. Just as season two of “Severance” reached fever pitch with a cliffhanger finale on March 21, the cast mysteriously popped up in London on March 26 for a blue balloon-themed (IYKYK) activation. The stunt follows a surprise pop-up by cast members...

In an age of decreased attention spans, digital fatigue and discerning, label-checking consumers, brands are zooming in on the secret sauce of their products by taking a decidedly scientific approach to engagement. From sampling laboratories, to hands-on learning and demos, experiential deep dives are helping audiences get to the core (or, shall we say, the heart) of a product or brand. Skincare CPG brands in particular are leaning into science. A recent Prosper Insights & Analytics survey covered...