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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
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
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
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 … Read more
As Taylor Swift touches down in Indianapolis this evening to kick off the final leg of her U.S. Eras Tour, Nov. 1-3, at Lucas Oil Stadium, e.l.f. Cosmetics will be there to help welcome the pop star and her fans to “The Racing Capital of the World” through a cross-collaboration with Purdue University, merging academia, … Read more
FIVE THINGS TO KNOW THIS WEEK This week’s hot takes on hot topics in experiential marketing cover boozy “sailgates,” Golden Porta Potties and a “Bridgerton” bust. FYRE FEST MEETS WONKA? THIS ‘BRIDGERTON’ EVENT WAS A SPECTACULAR FAILURE Come to the ball, they said. It’ll be glamorous, they said. Let’s just say the only fancy … Read more
School buses are among the experiential marketing industry’s earliest rides. In fact, a quick flip back in our archives to 2002 will reveal a Peeps tour housed in a school bus, one of many longer haul programs to emerge in that era as event budgets increased and the concept of the event campaign grew along … Read more
When two brands come together, they become megaphones for one another, boosting messaging and profiles. Add in more partners, and you have a full-blown cross-promotion strategy, as well as a well-rounded experience for event attendees. But what goes into finding the right brand to collaborate with? Does the key lie in similar audiences or products? … Read more
