B-to-C Events
Top 10 Most-Clicked Trend of the Week Stories of 2025
In a year where designer dolls and love stories grabbed the world’s attention, event marketers also leaned into niche interests and the speed of pop culture across their campaigns. These were among themes across the nearly 50 installments of our Trend of the Week column in 2025, and as the wheels turn for 2026, we’ve...
Experiential in Color Mentorship Q&A: Gerry Rojas and Natalie Azcona
In 2025, EM expanded the scope of its Experiential in Color recognition program to include a new mentorship initiative led by a steering committee of industry professionals. We spoke with three mentor/mentee pairs about what the experience has meant to them. Mentor Gerry Rojas and mentee Natalie Azcona know all too well how the events...
12 Festive Brand Pop-ups and Activations Spreading Holiday Cheer in 2025
Christmastime is here again, and our calendars, inboxes and social feeds have been overflowing with festive pop-ups, holiday markets, light shows and takeovers that have us feeling that warm, merry spirit. We’d have to travel around the world on Santa’s magic time to hit all of the brand activations taking place this month, so we’re...
Experiential Marketing Trend of the Week: Iconic Sculptures
To capture the fleeting attention of passersby, you have to go big or go home, and this year, we’ve seen brands popping up towering installations of recognizable icons that have had consumers doing a double take, pulling out their phones to snap photos or even just stopping for a moment to admire the temporary monuments....