B-to-C Events

With the WNBA continuing to hit record viewership and attendance numbers, the league’s 30th season celebration couldn’t have come at a better time, and All-Star Weekend in Chicago continued to build on that momentum.

From the badge-holders, to the superfans who can’t get their hands on a ticket, activations at San Diego Comic-Con welcome everyone into the fold, and this year's showing was no exception. Training quarters, surprise game shows, auction houses and carnivals were all on the activation agenda. Join us for a tour.

Since childhood, Dr. Ilana Gilovich-Stossel has been drawn to magic of storytelling and the world-building and imagination that go into it, especially in the theatrical medium. Through her English literature studies and Ph.D. earned at Columbia University, she homed in on the academic side of theatrical performance, which has influenced her career as a creative […]

This week’s hot takes on hot topics in experiential marketing cover the Febreze Boot Room Tour, folding pubs and Peroni Portals.

Diehard sports fans recognize that you can’t win ’em all, but that doesn’t make their team’s losses any less devastating—especially during tentpole tournaments like the FIFA World Cup and March Madness. And as of late, savvy brands have been quick to offer a shoulder to cry on with commiseration-themed activations designed to boost spirits (and […]