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What started as a place for NFL talent to have conversations with USAA guests 15 years ago has evolved into a dynamic experience that continues to connect the military community at Super Bowl Experience (SBX) year after year. USAA’s annual Salute to Service Lounge at the NFL fan festival offers an exclusive space for military members, veterans, USAA members and their families to hear from and meet NFL players and legends, participate in EA Sports’ Madden NFL experiences, and see the impact of the...

10 stats on where generations are divided, and where they find common ground, at meetings and conferences With b-to-b audiences now comprising four generations of attendees (or five, depending on who you ask), conference organizers have their work cut out. Delivering on the distinct needs and values of each cohort—not to mention the growing desire for personalization at the individual level—requires a thoughtfully balanced approach to engagement that ensures every generation of attendee feels seen,...

Don’t call it a comeback. But after a two-year lull, Jeep returned to the Winter X Games last week with some extra swagger as the action-sports competition’s first-ever title sponsor. And the timing was just right. Between the property entering a new chapter, and the brand marking its 85th anniversary this year, the debut of “X Games Aspen Driven by Jeep” was as grand as it was strategic. Equipped with more than a dozen vehicles, Jeep descended on Buttermilk Mountain from Jan. 23–25 on a mission...

The NHL season is in full swing, and while HBO Max’s “Heated Rivalry” series (IYKYK) is giving hockey a major pop-culture boost, PNC Bank got ahead of the game by activating its official partnership with the Dallas Stars in an unconventional way, particularly for the brand and the banking industry. Enter: Hockey hair. Hockey hair is big in the sport, with many players flaunting mullets and long hair under their helmets, and PNC’s Mane St. Branch pre-game experience capitalized on the “good flow”...

The class of veteran brand marketers serving as our Experiential Marketing Summit Advisory Board members are some of the industry’s most respected practitioners, and their collective expertise runs the gamut. So with the new year chugging ahead at full steam and events on a continued upward trajectory, we asked the board to share which tactics and tools they’re hyped for in the year ahead, and what they plan to leave behind. Here’s the scoop.   2026 PRIORITIES Event profs are zeroing in on clear,...

Brands across every industry and discipline are laser-focused on harnessing AI, but as one of the world’s biggest chipmakers, AMD has some serious skin in the game. So when the company delivered a keynote at CES 2026 to position itself as a leader within the AI ecosystem and illustrate how its technologies are already driving real-world impact, the stakes were about as high as they come—and the caliber of stage production had to match the moment. Naturally, AMD relied heavily on AI itself to drive...

FIVE THINGS TO KNOW THIS WEEK This week’s hot takes on hot topics in experiential marketing cover scent labs, Pinterest Platz and hotdog races.   RACING FANS, REV YOUR ENGINES FOR THE SECOND ANNUAL WIENIE 500 Last year, Oscar Mayer’s fleet of mobile wienies made history at the Indianapolis 500 with the first-ever Wienie 500 motor race, a spectacle that enticed 85,000 people in the stands and 8 million fans at home via livestream. This spring, the buns will be back at the track. On May 22, in the...

In a year where designer dolls and love stories grabbed the world’s attention, event marketers also leaned into niche interests and the speed of pop culture across their campaigns. These were among themes across the nearly 50 installments of our Trend of the Week column in 2025, and as the wheels turn for 2026, we’ve rounded up the trends that drew the most clicks and interest from experiential marketers—fodder for the next big idea, or trend.   1. Mocktail Movement Offering non-alcoholic cocktails...

In 2025, EM expanded the scope of its Experiential in Color recognition program to include a new mentorship initiative led by a steering committee of industry professionals. We spoke with three mentor/mentee pairs about what the experience has meant to them. Mentor Gerry Rojas and mentee Natalie Azcona know all too well how the events industry is constantly moving forward, but they still make time to catch up when they can, even if it’s for just 15 minutes every few weeks. The pair has built their...

Christmastime is here again, and our calendars, inboxes and social feeds have been overflowing with festive pop-ups, holiday markets, light shows and takeovers that have us feeling that warm, merry spirit. We’d have to travel around the world on Santa’s magic time to hit all of the brand activations taking place this month, so we’re highlighting 12 of the best experiences of the holiday season.   BATH & BODY WORKS At the beginning of November, Bath & Body Works debuted its holiday campaign...