B-to-C Events

Macallan Tastings Immerse Fans in Scotch Whisky

By

To encourage brand affinity and to provide an exclusive experience for its drinkers, single malt scotch whisky-maker The Macallan hosted free private tasting shows for consumers over four nights, Nov.…

More on This Topic

Festivals & Fan Cons

Comic-Con 2026, Part 1: How 10 Brands Activated in San Diego

Event Peeps Ilana Gilovich-Stossel Graphic
Podcast

Podcast: Designing Theatrical, Immersive Worlds, with Dr. Ilana Gilovich-Stossel

The Brief Roundup

The Brief: Boot Rooms and Beer Windows

Uber “Sorry for Your (Team’s) Loss” Mobile Activation
Trend of the Week

Experiential Marketing Trend of the Week: Commiseration Activations

Field Report

5 Big Experiential Themes from Fanatics Fest 2026

To know the fan, you must be the fan. And brands that showed up to Fanatics Fest 2026 proved it. We navigated around talent walkways—how stars get from backstage to in-booth panels and appearances—drops and more. Here’s what stuck out.
Conferences

Paycom Makes a Loyalty Play at SHRM26

Pop-Ups

Minty Lands in Creator-Rich Miami with a Social-Ready Pop-up

Laneige Wonder Lab pop-up in Orlando
Field Report

3 Things We Loved from Laneige’s Wonder Lab Pop-up

The Brief Roundup

The Brief: Hut Originals and Running Vaults

Popular

  1. 5 Big Experiential Themes from Fanatics Fest 2026
    Festivals & Fan Cons

    5 Big Experiential Themes from Fanatics Fest 2026

  2. Paycom Makes a Loyalty Play at SHRM26
    Conferences

    Paycom Makes a Loyalty Play at SHRM26

  3. Experiential Marketing Trend of the Week: Commiseration Activations
    Sponsorships

    Experiential Marketing Trend of the Week: Commiseration Activations

  4. 10 Brands Capturing FIFA World Cup Fever with Stunts, Activations and Pop-ups
    Festivals & Fan Cons

    10 Brands Capturing FIFA World Cup Fever with Stunts, Activations and Pop-ups

  5. Swag That Works: The New Rules for Trade Show Giveaways
    Trade Shows

    Swag That Works: The New Rules for Trade Show Giveaways

  6. The Brief: Hut Originals and Running Vaults
    Festivals & Fan Cons

    The Brief: Hut Originals and Running Vaults

  7. 3 Things We Loved from Laneige’s Wonder Lab Pop-up
    Field Report

    3 Things We Loved from Laneige’s Wonder Lab Pop-up

  8. FIFA World Cup 2026: 11 Brand Activations that are Scoring Big with Soccer Fans
    Festivals & Fan Cons

    FIFA World Cup 2026: 11 Brand Activations that are Scoring Big with Soccer Fans

  9. Five Mid-Year Trade Show Exhibit Trends to Watch
    Trade Shows

    Five Mid-Year Trade Show Exhibit Trends to Watch