B-to-C Events

No one knew the fandom around “KPop Demon Hunters” was going to explode, but the love for the most-streamed movie of 2025 just continues to go up, up, up. And McDonald’s joined the conversation with its latest meal collab, designed as a “Battle for the Fans.” At the end of March, McDonald’s teamed up with […]

Now in its fifth year, the Formula 1 Miami Grand Prix continues to draw race fans from around the world, with attendance figures estimated at 275,000, and it’s a major activation moment for brands, as the first U.S. race of the season. Every year, we’ve seen more and more brands take advantage of the exploding […]

This week’s hot takes on hot topics in experiential marketing cover Jargon Bars, smartphone-themed fashion shows and Il Fresco di Peroni.

In the 20 years since “The Devil Wears Prada” premiered, the love for its characters, sardonic one-liners and cerulean fashion statements has only grown. So for the release of its highly anticipated sequel, “The Devil Wears Prada 2,” how could the marketing team approach, and build on, such a treasured cultural phenomenon? For starters, they […]

“It wasn’t our first rodeo, but it was our first Stagecoach.” That’s how American Eagle cmo Craig Brommers describes the retailer’s grand debut as the country music festival’s exclusive apparel and denim sponsor. To bring the sponsorship to life, the brand activated a “Jeans Country” denim desert-themed experience on the festival grounds in Indio, CA, […]