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To cement its transition from online cannabis seed shop to “full-blown consumer brand,” I Love Growing Marijuana (ILGM) rolled out a U.S. Home Grow Tour over the spring that brought together beginner- and intermediate-level cannabis home growers for hands-on lessons and curated moments of community connection. Across six cities, a blend of expert-led grow classes, … Read more
Uber’s fifth annual Go-Get global product event announced new features coming to the rideshare and delivery platform that had users buzzing, including shared autonomous rides, price-lock passes and budgeting tools. But the launch event was limited to an in-person audience of press and influencers, so to open up the experience and mark a milestone moment, … Read more
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 … Read more
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 … Read more
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, … Read more
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 … Read more
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 … Read more
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, … Read more
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 … Read more
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 … Read more
