Author archive for Rachel Boucher
How a Viral Gen Z Hoodie Brand is Maximizing Signage on a Pop-up Tour
The Dandy Gas Station Tour activation is hard to miss. Peaches and pinks, checker patterns, retro serif fonts, and other eye candy, like a classic car or a branded bus parked out front, offer a no-filter experience for eager superfans who’ve lined up for exclusive merch and photo ops with the viral e-commerce clothing brand....
Experiential Trend of the Week: Unexpected Mascots
Mascots have traditionally lived on sports fields, offering a spirited boost for players and fans at critical moments in the game experience. In fact, the term is derived from the French word “mascotte” meaning “lucky charm.” But lately, we’re seeing larger-than-life brand personas make appearances at a wide variety of events and for a wide...
Four Insights on SXSW’s Evolving Brand Activation Landscape for 2026
SXSW has long served as an annual barometer for the experiential marketing industry with its roster of brand activations throughout the city of Austin helping to inform spending forecasts and tactical trends. The soon-to-be, 40-year-old tentpole was an early example of festivalized conference experiences, and has served as a breeding and proving ground for earned...
Watch The Brief, Live! August 2025 Edition: Experiential News & Ideas
Event Marketer’s Rachel Boucher, head of content; Kait Shea, senior editor and manager-digital; and Juanita Chavarro Arias, managing editor, recap and provide commentary on some of the top experiential marketing stories, ideas and trends of the month. Think: the coquette aesthetic, hatching eggs and kidney pledges. New episodes drop monthly. Subscribe to The Brief LinkedIn...