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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...

A sneak preview of the upcoming 23rd annual EMS in Las Vegas There’s only one place where professionals who are all in on event marketing, all the time, come together as one community to forge new connections and new perspectives on an ever-evolving industry—and that’s EMS. This year at the 23rd annual Experiential Marketing Summit, April 14-16 at the MGM Grand, Las Vegas, event peeps will together contemplate a “Big Bold Future.” We’re here to get you prepped and primed for this three-day industry...

The Pink Bows Foundation, launched after the Astroworld Festival tragedy, is co-producing training events across the world in partnership with leading safety experts On Nov. 5, 2021, 23-year-old Madison Dubiski was one of 10 concertgoers who lost their lives in the Astroworld Festival tragedy. About 50,000 people gathered at NRG Park in Houston to watch rapper Travis Scott perform when chaos ensued from a crowd crush, resulting in 10 deaths and hundreds of injuries. When a pink bow was placed at...

Across its storied 122-year history, Crayola has never revived a collection of retired crayon colors—until now. As part of its year-long Campaign for Creativity, which centers on the vital role that color plays in inspiring creativity, the brand “unretired” eight beloved hues, then marked the occasion with a nostalgic, family-friendly pop-up “reunion” in New York’s Union Square. Hosted on International Colour Day (March 21), the vibrant activation brought the colors to life as crayon characters,...

It began with a mission: “If Event Marketer started its own brand, here’s who we’d hire.” And in the nine years since we reimagined our Dream Team recognition program to focus solely on b-to-b event marketers, we’ve established quite the corporation. This year, we add 12 more professionals to our roster, and we’re introducing you to one each month. The post Meet the 2025 B-to-B Dream Team appeared first on Event Marketer.

Even the smallest of gestures can make an attendee with disabilities feel seen. It’s one of many valuable lessons that fashion retailer Primark learned while planning a fully accessible launch event for the debut of its new 49-piece adaptive clothing range. To support attendees with an array of needs, the brand ensured every detail of the Jan. 20 event was anchored in delivering the most seamless, inclusive experience possible. From securing an accessible venue (Protein Studios in Shoreditch, London)...

Dave Zasada, vp-education and corporate responsibility at Intuit, talks partnerships, event content and scaling up a mission The momentum behind personal finance education is growing. In 2024, 25 states adopted policies that guarantee access to at least one personal finance course at public high schools, according to nonprofit Next Gen Personal Finance. And Intuit is joining the movement with a CSR mission and event series. Timed with Super Bowl LIX, the global financial technology platform launched...

The world could use a collective deep breath right about now, and brands are responding with Zen-inspired experiences designed to put consumers at ease. As marketers take cues from the sect of Buddhism, which focuses on meditation, mindfulness and maintaining a state of calm, they’re creating sanctuaries where attendees have an opportunity to get present with themselves and leave their worries behind, if only for a short time. From a Zen carriage at a London train station to a Zen garden at Design...

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. Valerie Strehle, Senior Director-Global Events, Workiva When an event organization operates under the code name GSD, or Get Shit Done, you know it has some serious momentum behind it. And in the case of Workiva’s global events team, that’s Valerie Strehle, who has helped the cloud-based business software brand’s events grow...