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B-to-C EventsQ&A: evian Spices Up its 39-year US Open Partnership with a First-time Culinary Collab
For 39 years, evian has partnered with the US Open as the tennis tournament’s official water, and this year, beyond hydrating athletes and fans around USTA Billie Jean King National Tennis Center grounds, the brand added a new culinary component to its annual campaign. Collaborating with tennis star and evian Global Brand Ambassador Frances Tiafoe […]
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B-to-C EventsBack-to-Campus Tours: How Brands from Google to Skippy are Reaching Gen Z
Viral denim campaigns are dominating the back-to-school social media conversation this year (we’re still trying to master KATSEYE’s Gap choreography to “Milkshake”), and reactions to the ads on Instagram and TikTok have run the gamut. But some brands have opted to go offline and, instead, bring their latest fall fashion collections, beauty products and dorm […]
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Trend of the WeekExperiential Trend of the Week: Virtual Try-ons
It’s been 30 years since “Clueless” introduced us to Cher’s digitized closet, and millennials are still not over it. Tech brands are getting closer to making this virtual wardrobe concept a reality, and the innovation has been popping up in demos at events like festivals and sports events, with brands enhancing activations with e-commerce and […]
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B-to-C EventsCeraVe’s Six-city Birthday Tour Features a Giant Gift Box and Dermatologists
Skincare brand CeraVe is turning 20 and says it’s inviting all of “its friends” to celebrate. The brand is touring the country from July 29 to Sept. 14, popping up a birthday present-shaped activation in six cities: Chicago; San Francisco; Riverton, UT; Ann Arbor, MI; Tallahassee, FL; and Asbury Park, NJ. The 20 Years of […]
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B-to-C EventsFrom Pancakes to Karaoke, Nine Activations that Struck a Chord at Lollapalooza 2025
Lollapalooza annually takes place during peak music festival season, with this year’s four-day passes selling out in under an hour back in March, once again proving the event to be a huge draw for music lovers. About 115,000 people attended each day of the festival from July 31 to Aug. 3, organizers confirmed, saying that […]