Latest
Halloween 2026 Experiential: Brands Lean into Carnivals, Audio Horror and Jump-Scares
Halloween is one of the most wonderful times of the year for the experiential industry, with brands often willing to take bigger creative risks, and consumers increasingly embracing the holiday. This season, audiences around the U.S. were haunted by pop-ups, stunts, tours and theatrical performances that delivered memorable moments, and a healthy dose of mayhem.
Featured
Partner Studio
Experience Intelligence: 3 Insights on Measuring Business Impact
A new methodology is helping brands like IBM design for what matters most. When an industry standard doesn’t exist, create one. It’s the mentality of a growing number of top experiential brands and agency partners who are embracing portfolio-wide measurement strategies to better track the often-long-range ROI of live events. “It’s a fundamental gap for […]
Trend of the Week
Experiential Marketing Trend of the Week: Canned Branding
Drinks today aren’t just about thirst. This year, more than ever, they’re a mode of self-expression, a social ritual and a lifestyle accessory, which makes them a natural marketing tool. Let’s explore how beverage culture is changing the way brands get their message into people’s hands—with the branded can. Supporting this branding tactic is a […]
Subscribe
Latest Dispatch
Newsletters
News, interviews, field reports and more, delivered to your inbox.
Latest Dispatch
Performance
Download EMMA’s New Core Event Measurement Playbook
The Event Marketing Measurement Association’s three-metric framework and verbatim survey questions are now free to download. The Event Marketing Measurement Association (EMMA, formerly EMMC) today announced the publication of its “Core Event Metrics and Survey Standards” guide. It’s first public release being made available for universal adoption across the event and experiential marketing industry. The […]
Trade Shows
Experiential Marketing Trend of the Week: Canned Branding
Drinks today aren’t just about thirst. This year, more than ever, they’re a mode of self-expression, a social ritual and a lifestyle accessory, which makes them a natural marketing tool. Let’s explore how beverage culture is changing the way brands get their message into people’s hands—with the branded can. Supporting this branding tactic is a […]
Popular
-
Conferences3 Things to Know About Experiential at CES 2027
-
Cause MarketingCurious About Cannabis Events? 3 Tactics in Play
-
Cause MarketingThe Brief: Black Truffle Windows and the MacKenzie-Childs Café
Videos
Watch: Sylvia Lopez-Navarro of Kia America in The Studio at EMS 2026
In this episode, Sylvia Lopez-Navarro of Kia discusses how brands are building real emotional connections with audiences, and what that actually looks like in practice.
Podcasts
Brand Ambassador Spotlight: Vanessa Leiva on the Hustle and Heart of Live Events
Community is everything in the brand ambassador world. In 2021, a friend’s recommendation led Vanessa Leiva to the events industry, and she’s been networking ever since, tapping connections to find the right brand ambassador gigs. “We all end up knowing each other in some way, shape or form, or working with each other. It becomes […]