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Espolòn Tequila Pop-Up Immerses Consumers in Crystal-Clear Waters of Mexico
For the launch of its new premium product Cristalino, Espolòn Tequila transported attendees to Mexico’s Yucatán Peninsula through an immersive, pop-up activation in New York City’s SoHo neighborhood...
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Coca-Cola’s FIFA World Cup Trophy Tour Travels to 51 Countries for Soccer Fans
Coca-Cola’s FIFA World Cup experiential campaign had a singular focus: bring people together through simple moments of connection—globally. And as official sponsor of the tournament since 1978, the...
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SoundCloud, Meta and Origins Brand Experiences at Miami Art Week
While CM sister pub Event Marketer was on the ground for Miami Art Week last month, three imaginative brand experiences stood out to the team: SoundCloud’s freestyle sound booth, Meta House’s mixed...
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HBO Marketing VP Emily Giannusa on Cultivating Fandom for ‘The Last of Us’...
HBO’s new post-apocalyptic series “The Last of Us,” based on a 2013 video game of the same name, raked in 10 million viewers in two days across linear and HBO Max, making it the second biggest...
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Reddit Courts CES Attendees With ‘Future Tellers’ House of Clairvoyance...
Reddit’s interactive “Future Tellers” house of clairvoyance impressed B2B audiences at CES earlier this month. Event Marketer looks at how its first activation at the Las Vegas-based tech bonanza...
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USAA Celebrates 100 Years With Interactive Army-Navy Activation on Game Day
The USAA, a financial services association for the military community, celebrated its 100th anniversary at the most recent Army-Navy football game with a fan-friendly look back at the game’s 123-year...
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HBO’s ‘The Last of Us’ Screening and In-World Immersion for VIPs and Superfans
Recently, we brought you a conversation with HBO Marketing VP Emily Giannusa on the network’s new apocalyptic series “The Last of Us,” whose two-year-long experiential strategy, among other things,...
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How KFC Canada Courted Basketball Fans With a Winter-Friendly Activation
KFC Canada built the first-ever winterized basketball court to capitalize on the sport’s growing popularity within the country—complete with pre-warmed basketballs, a nonslip-fabric court and...
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How Automotive Brands Leveraged Tech to Boost Engagement at CES
Now one of the largest auto shows in the world, CES saw several automotive brands—including BMW, Caterpillar and Volkswagen—leverage gamification, augmented reality and cutting-edge lighting...
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Marketers on Fire: Mark Kirkham, SVP and CMO of PepsiCo International Beverages
Grassroots marketing is all about getting “brand in hand, in the context that makes sense,” Mark Kirkham, SVP and CMO of PepsiCo International Beverages, told Chief Marketer this week. But in sports...
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White Claw’s VP of Integrated Marketing and Creative on Connecting to...
The annual South by Southwest (SXSW) conference and festival tends to attract experiential marketing-focused brands during the “interactive” portion of the 10-day event, when the marketing and tech...
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How Tetley Created a Zen-Like Pop-Up to Launch its ‘Live Tea’ Product Line
To launch its new collection of teas designed to inspire mindfulness and self-care, Tetley activated a multisensory pop-up last month in a not-so-peaceful place: a crowded shopping mall. Event...
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SXSW 2023 Photo Gallery: 18 Brand Experiences
A plethora of brands once again engaged attendees at the SXSW conference and festival this year, which included 10 days of content, activities and events geared toward professionals in the tech, music...
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Why Adidas Chose to Highlight Female Athletes During the FIFA Men’s World Cup
adidas was a leading partner of the FIFA Men’s World Cup, but when the tournament’s final matches approached, the brand opted to highlight female athletes with a trio of 121-foot by 95-foot murals...
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Nutrabolt CMO Robert Zajac on C4 Energy Rebrand, Growth Strategy and Working...
The Nutrabolt-owned C4 Smart Energy drink rebranded this week, armed with six new flavors, revamped packaging and an updated formula with new ingredients—including a plant-based caffeine source and...
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Sports Sponsorship: Four Tips for Engaging Pickleball Crowds
The nation’s fastest-growing sport—pickleball—has attracted a growing number of brand sponsorships of late at tournaments, tours and festivals across the country. If you foresee your brand getting...
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How Paramount+ Recreated the Frosty Palace Diner From ‘Grease’ to Promote Its...
Bringing to life an experience based on the iconic IP from the classic film “Grease” had to be authentic first and foremost. Event Marketer explores how Paramount+ and media partner POPSUGAR marketed...
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Key Insights From the 2023 Experiential Marketing Summit
The just-wrapped Experiential Marketing Summit gathered more than 1,000 members of the event marketing community in Las Vegas last week to share insights, marketing tactics and community-building...
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IBM Emphasizes Personalization and Speed at Its Revamped Flagship Event
IBM Think, the brand’s flagship conference, recently changed its format to reflect attendees’ desire for more personalized, curated experiences. Here’s how IBM brought that strategic shift to life,...
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Brands on Fire: Meta’s Global Experiential Lead on Cannes Lions SuperStudio...
The centerpiece of Meta’s activation at this week’s Cannes Lions International Festival of Creativity—where tens of thousands of executives gather to celebrate excellence in the marketing and...
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