B-to-C Events

It was a typical “72 and sunny” kind of day in Los Angeles on Jan. 31—unless you were passing through the main courtyard at Santa Monica Place. The L.A. hot spot was transformed into a winter wonderland with real-life snow on the ground, and snow intermittently falling from the sky. But this wasn’t a freak […]

To promote its new thriller series, “Reacher,” Amazon Prime Video mirrored the active, immersive experiences typically found at a fan convention in a traveling outdoor obstacle pop-up that had consumers mimicking missions the show’s lead character, former military sniper “Jack Reacher,” carries out. Dubbed the “Reacher Challenge,” the two-city program took place Jan. 30 at […]

The timing of the Super Bowl nearly eclipsed this year’s Valentine’s Day activations, but a handful of brands did indeed come out in person to show consumers some love and help them celebrate the international holiday. The occasion didn’t garner its typical volume of experiential activity, but the brands that did activate had some clever […]

Coachella and Stagecoach music festivals made a statement this week by dropping their COVID-19 vaccination and testing requirements for 2022. The change comes after both events were completely cancelled for the past two years due to the pandemic, and as state and local governments across the country consider rolling back pandemic-era mandates like masking. Stagecoach […]

Among brands embracing the micro-event trend of 2022 is Subaru, which has reimagined its WinterFest platform as a music and mountain lifestyle adventure tour featuring small, curated and high-touch experiences under the umbrella of its large presence at eight resorts across the country. The platform, which launched in 2014, is returning to the slopes after […]