B-to-C Events

Sephora’s tagline is “We belong to something beautiful,” and for one afternoon at its SEPHORiA: Virtual House of Beauty experience, we felt those words come to life. From the inclusive messaging to the tutorials to the luxurious 3D environment the event was hosted in, it felt like a cohesive, well-oiled machine built for consumers of […]

There’s something about Halloween that inspires scary-good experiential programs, and this year was no exception. With greater opportunities to activate after a low-key 2020 Halloween season, a variety of brands came out to celebrate with spooky pop-ups, haunted houses and other immersive experiences built to send chills down attendees’ spines. Some even went as far […]

A disrupted 2020 NFL season left many fans feeling deflated, so to reignite their energy and drive viewership for “Sunday Night Football,” NBC is activating live painting events powered by local artists in six markets. Dubbed canVS, the season-long campaign will culminate in a 100-yard-long mural inspired by fan contributions that will be revealed at […]

To celebrate its 10-year anniversary and bring together its community offline, subscription cosmetics service Ipsy hosted a “Glamiversary” Oct. 9-10 at Hudson Yards in New York City. Featuring activations by more than 15 partnering brands, the experience offered samplings and mini beauty services to a build-your-own Glam Bag station with bags held in an oversized […]

Inspired by user data that showed searches for “Sunday reset routine” have increased sevenfold and “destressing tips” have risen 12-fold, Pinterest launched a hybrid experience, “Havens: Invest in Rest” timed to honor World Mental Health Day on Oct. 10. The program helped introduce consumers to Pinterest’s Compassionate Search tool that directs people to stress-busting, mood-lifting […]