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Behind the scenes, IBM helps power some of the world’s biggest sports properties, and that means fans often interact with its tech, but not the brand itself. So during this year’s Master’s Tournament, of which IBM is a 30-year partner, the b-to-b company teed up a strategy designed to expand its audience beyond customers and … Read more
For the last decade, EM has been championing the luminaries of the b-to-b event world, delving into their career journeys, portfolios, sources of inspiration, best practices and industry predictions. This year, as we mark the 10th anniversary of our B-to-B Dream Team recognition program, we’re celebrating nine new all-stars who don’t just execute events—they live … Read more
In 2004, the creators of the popular web comic Penny Arcade launched PAX to bring together the gaming community and celebrate game culture. After years of growth, PAX expanded from Washington to several cities around the world, and PAX East was established in 2010 as the event’s East Coast branch. We headed up to Boston … Read more
FIVE THINGS TO KNOW THIS WEEK This week’s hot takes on hot topics in experiential marketing cover Y2K house parties, chocolate heists and “Ride the Ranch.” FIRE UP YOUR GAME BOY AND SHAKE YOUR MAGIC 8 BALL—IT’S A Y2K HOUSE PARTY Gen Z’s utter fascination with Y2K-era fashion and culture continues to sashay its … Read more
Oh, Barbie. We wanted to go party. Alas, we spent a lot more time scratching our heads at Barbie Dream Fest 2026 than enjoying the experience. Hosted March 27-29 in Fort Lauderdale, FL, the cost of tickets to the inaugural convention ranged from roughly $70 for a day pass to $450 for a VIP weekend … Read more
From street signs and lights to curbs and crosswalks, experience builders are borrowing inspiration from the rhythms of movement in real life within activations and trade show exhibits, creating a sense of place and an intentional journey. Let’s stop and look both ways at this accelerating design tactic. First, a look at the “why” of … Read more
Ask and they shall receive. When Sony Electronics’ user community expressed FOMO over the launch of the Alpha 7 V hybrid camera, the brand turned to what it does best—listening—and took a creator showcase held annually in New York City on tour, popping up in the local markets of its most fervent users. The 10-city … Read more
With the news cycle in flux and doomscrolling becoming a daily norm, leisure isn’t necessarily top of mind for consumers, but Cîroc is looking to change that with the Cîroc Athletic Club. The vodka brand’s new experiential platform brings together sports, fashion and culinary culture to create a country club-inspired space of “luxury leisure.” Since launching … Read more
As b-to-b audiences become increasingly international, and brands prioritize accessibility and inclusivity, real-time AI language translation is becoming a powerful addition to the event marketer’s toolkit. From traditional, large-scale conferences to sales kickoffs and beyond, companies are investing in AI-powered translation tools and platforms designed to enhance engagement on-site, and save time and resources behind … Read more
The largest annual gathering of residential construction and design industry professionals, Design & Construction Week (DCW), took over both the North/South and West exhibit buildings at the Orange County Convention Center, Feb. 17-19. It marked one of the biggest trade shows we’ve covered in Orlando, but the roving chapter for this show is coming to … Read more
