B-to-C Events

A rearranged Coachella landscape teed up a Heineken House revamp this year, the 20th year of the Indio, CA, festival and Heineken’s 18th year as the official brew of the massive event. What for the past five years has been an activation footprint with a walled structure and a club atmosphere this year morphed into […]

Spring’s hottest ticket is about to fringe and flaunt its way into a second weekend. We’re talking Coachella Valley Music and Arts Festival, the trendsetting, celebrity hotspot that boasts some pretty epic experiential marketing programs on top of epic performances. Ahead of the Indio, CA festival’s second and final weekend, April 19-21, we offer our […]

Talk about a reboot. MTV made a splash in the experiential world with the revival of MTV Spring Break in Cancun, Mexico, March 23-28, at the Grand Oasis Cancún Hotel. Elements included playful, Instagrammable decór, televised beach parties, dj sets from “Jersey Shore’s” Pauly D and Vinny, live MTV programming and music concerts, a floatie-filled pool […]

Social networking sites are about connecting the world and communities, ultimately, through our devices. But for more than a decade, Facebook has been leveraging art to build and impact communities offline. At SXSW this year, Facebook’s Art Department went “live” for the first time in seven years, activating its CSR program and promoting its mission […]

Since the dawn of event marketing, one of the industry’s greatest challenges has been proving the ROI of live experiences. It’s something brands and agencies still struggle with today, but as the technology behind data collection tools advances, measurement strategies are progressing right along with it. Although it has collected basic attendee information for years, […]