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Lollapalooza 2026 Photo Tour: 10 Experiences from Chicago’s Grant Park
More than 45 partner brands showed up at Lollapalooza with experiential destinations (and weather escapes) to surprise and delight nearly 400,000 music fans. We highlight 10 sponsor activations that rocked the festival experience.
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Partner Studio
The Brand Marketer’s Guide to Live Experiences in the Trust Economy
Artificial Intelligence isn’t hiding what it is. The word “artificial” is right in the name, after all.
Trend of the Week
Experiential Marketing Trend of the Week: Wedding Bells
The bravest brands know how to cross boundaries in the most epic of ways, and this year, they’re reaching for the altar. From limited-time wedding chapels to brand ambassadors and mascots serving as officiants, adventurous and social-first couples are letting brands play a part in their “forever” story. Talk about high stakes and cakes. ESPN […]
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Performance
5 Free Event and Trade Show Measurement Strategies
You can’t afford not to measure your trade show or event investment. Without data, there’s no evidence to justify them or make improvements. But measurement doesn’t have to be expensive, argues Dax Callner, founder and president of the Event Marketing Measurement Association (EMMA). “Don’t let cost be a barrier,” he says. “If you’ve got great […]
Trade Shows
Is Your Exhibit Strategy Ready for the Buyer-First Trade Show Floor?
When US Foods realized that its 15-year-old Food Fanatics show was starting to get too “vanilla,” the food distributor decided to change its approach. For the 2025 event, it completely reimagined its show floor and invited more than 5,000 food service operators, culinary professionals and industry experts to an experience designed around the customer journey, […]
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Festivals & Fan Cons
Lollapalooza 2026 Photo Tour: 10 Experiences from Chicago’s Grant Park
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Trade ShowsFive Mid-Year Trade Show Exhibit Trends to Watch
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Festivals & Fan ConsCoca-Cola Activates its Largest Footprint Yet at Essence Festival
Videos
Watch: Justin Tabas of Bosch in The Studio at EMS 2026
Justin Tabas of Bosch shares his journey into experiential, specific moments that shaped his direction, and what he'd tell junior marketers trying to find their footing.
Podcasts
Designing Theatrical, Immersive Worlds, with Dr. Ilana Gilovich-Stossel
Since childhood, Dr. Ilana Gilovich-Stossel has been drawn to magic of storytelling and the world-building and imagination that go into it, especially in the theatrical medium. Through her English literature studies and Ph.D. earned at Columbia University, she homed in on the academic side of theatrical performance, which has influenced her career as a creative […]