Festivals & Fan Cons

Exclusive merchandise is what draws attendees to ComplexCon Long Beach each year, so it makes sense that many sponsors design their booths to push product. But with a young demographic to engage and plenty of downtime during the convention, Reebok this year went all-in on the experiential components of its booth in addition to offering […]

To experience hype culture in its most concentrated form, EM went to ComplexCon, an annual curated streetwear marketplace, culture festival and art experience in Long Beach, CA, from Nov. 2-3. More than 200 brands and artists set up shop for an audience of streetwear enthusiasts hoping to grab the latest sneaker drops, check out apparel […]

ComplexCon, an annual festival and streetwear convention that descends upon California’s Long Beach Convention Center each year, fuses elements of pop culture, fashion, music, sports and food for some 60,000 attendees seeking the latest drops and exclusive merch that hype culture has to offer. EM was on site this year, Nov. 2-3, to get a […]

After several years of marketing primarily to competitive gamers, Omen by HP has shifted its focus to include casual gamers. To showcase this point of view for the first time in the U.S., HP created the Omen Gaming Lab Test activation at TwitchCon in San Diego, Sept. 27-29. The 3,025-square-foot space featured seven different challenges […]

If there’s one consistent theme at summer music festivals, it’s sweat. So, to ameliorate that pain point for EDM festival attendees, SiriusXM teamed up with Kia on a human car wash. (…Working at the car wash, yeah…) The Kia Soul Station Powered by SiriusXM activated in May at Sunset Music Festival in Tampa, FL; in […]