Doing laundry isn’t anyone’s idea of a good time, but it’s a relatable task that has the attention of marketers aiming to deliver experiences that feel both familiar and unexpected. Enter: the laundromat as an event venue. Brands are taking over the intimate and instantly recognizable environments to host surprise-and-delight-fueled activations that offer a fresh … Read more
Aveeno, Coach, Kia and more get in on the rising WNBA hype With the WNBA continuing to hit record viewership and attendance numbers, the league’s 30th season celebration couldn’t have come at a better time, and All-Star Weekend in Chicago continued to build on that momentum. The game on July 25 at the United Center … Read more
Jessica Sibila, Executive Director, The Exhibitor Advocate Many exhibitor service manuals contain an EAC fee. Most exhibit and event marketers have never been told what it is, what it covers, or why it keeps showing up. Open the exhibitor services manual for your next show and scroll past the carpet and the electrical order forms. … Read more
Fans encounter training facilities, auction houses, quests and carnivals As far as pop culture events go, San Diego Comic-Con is Mecca. In the beginning, fans flocked to the annual convention to explore their favorite media through exclusive panel content at the convention center. These days, they attend for the first-rate brand experiences that take place … Read more
Since childhood, Dr. Ilana Gilovich-Stossel has been drawn to magic of storytelling and the world-building and imagination that go into it, especially in the theatrical medium. Through her English literature studies and Ph.D. earned at Columbia University, she homed in on the academic side of theatrical performance, which has influenced her career as a creative … Read more
FIVE THINGS TO KNOW THIS WEEK This week’s hot takes on hot topics in experiential marketing cover the Febreze Boot Room Tour, folding pubs and Peroni Portals. SPORTS PLAYERS SMELL BAD. FEBREZE HAS A TOUR FOR THAT. As the Official Odor Fighter of Major League Soccer, Febreze clearly has no problem being real about the … Read more
Our Cannes Lions 2026 coverage continues with more brand action from the annual festival of creativity, this year June 22-26. From patisseries to panels, here’s a look at another batch of experiential highlights from the French Riviera. CADENT’S SALON While the Croisette was bustling with cabanas and exclusive suites, adtech brand Cadent carved out … Read more
FIVE THINGS TO KNOW THIS WEEK This week’s hot takes on hot topics in experiential marketing cover a margarita salt cave, museum spectacles and Dragon Solstices. CAYMAN JACK ANSWERS BACK-TO-OFFICE MANDATES WITH A MARGARITA SALT CAVE While (evil) corporations are forcing employees back into the office in large numbers, ready-to-drink cocktail brand Cayman Jack … Read more
If you thought 2023’s “Barbie” movie summer was the end of the pink trend, think again. Brands have been leaning into the bubblegum palette to spark feelings of playfulness, creativity, coziness and, often, empowerment in their activations. While Barbie collabs have been driving a lot of the reenergized pink craze, companies have staked their own … Read more
The who’s-who of the marketing and communications world converged from June 22-26 for a week of education, idea exchanges and relationship-building at the 2026 Cannes Lions International Festival of Creativity. Once again, some of the best interactions and experiences took place outside of the Palais des Festivals. And let’s just say there was a lot … Read more
