B-to-C Events
Author Q&A: Dissecting Charles Melcher’s ‘The Future of Storytelling’
The explosion of immersive entertainment experiences just might be the hottest industry topic of 2025—look no further than our fall cover story. And in November, right on cue, author and brand marketing veteran Charles Melcher published “The Future of Storytelling: How Immersive Experiences Are Transforming Our World” (Artisan Books). Over the span of 320 pages,...
Inside Cannabis Brand Spherex’s Community Skating Event Strategy
Cannabis brand Spherex has found a lot of success leaning into activity-based events—a strategy Katie Mattox, vp-marketing, says was “partially intentional, partially by accident.” After hosting a roller-skating party inspired by the release of a Taylor Swift album a few years ago, Spherex discovered that its community enjoyed skating and wanted more. Around the same...
Think Pink: A Preview of the First-Ever Barbie Dream Fest
Physically, much of the country is battling winter weather, but mentally, Barbie superfans are already in sunny Florida basking in the glow of the first-ever Barbie Dream Fest. Indeed, the countdown is on for the Fort Lauderdale-based event, to be hosted March 27-29 at the Broward County Convention Center. The festival, billed as the “ultimate”...
Hide and Seek: Seven Ideas for Leveraging Experiential Easter Eggs
When it comes to engaging entertainment buffs, incorporating experiential easter eggs into fan activations has become non-negotiable. Not every attendee will notice or understand a brand’s subtle references to its IP, but the superfans most certainly will—and they’re actively seeking them out. Following are seven ideas for playing hide and seek. 1. HOTLINES For...