Launches

After 176 years in business, Gorton’s Seafood is no stranger to evolving with the times and keeping up with changing consumer habits. So for 2025, it tried something different by activating at SXSW for the first time. While the Gloucester, MA-headquartered brand had previously dabbled in experiential marketing with small-scale food sampling events, this was […]

A mysterious space-vessel crash appeared in Austin, TX, during SXSW. Curious (and brave) passersby who stumbled upon FX’s The Wreckage activation had a chance to step inside and uncover details from the upcoming “Alien: Earth” series, a prequel to the 1979 film “Alien” that started the franchise. Before receiving credentials and instructions to enter, participants […]

From March 7-8, skincare brand No7 stopped traffic on International Drive, one of the busiest roads in Orlando, with a bright green, double-decker bus. No7 took over a Walgreens parking lot in the heart of the Orlando Entertainment District with its Derm Solutions Skin Rehab Tour bus, which is traveling around the country to introduce […]

Even the smallest of gestures can make an attendee with disabilities feel seen. It’s one of many valuable lessons that fashion retailer Primark learned while planning a fully accessible launch event for the debut of its new 49-piece adaptive clothing range. To support attendees with an array of needs, the brand ensured every detail of […]

This week’s hot takes on hot topics in experiential marketing cover Tunnels of Love, Zero Bodegas and Lunar New Year celebrations.