B-to-C Events

New York Fashion Week is a biannual affair that typically overflows with exclusive runway shows and afterparties. But in recent years, it has also inspired innovative sponsorship tactics that reach beyond VIP soirees—and the winter 2024 edition was no exception.

With so many brands competing for fans’ attention on the ground during Super Bowl LVIII, Paramount stopped traffic with the biggest installation on the Las Vegas Strip. Paramount’s Expedition Vegas took over a block in front The Mirage with an expansive, content-driven activation open to the public, Feb. 8-11.

No matter how long you’ve been in the events biz, the industry’s ever-evolving nature means there’s always fresh territory to explore. To help get the juices flowing for 2024, we analyzed 10 hot properties that offer prime sponsorship opportunities, and in some cases, new audiences worth tapping into. From BroccoliCon to the Banana Ball World […]

Uber Eats brought app-based deliveries to life with the Get Almost Almost Anything Shop at the Mandalay Bay South Convention Center in Las Vegas.

This week’s hot takes on hot topics in experiential marketing cover floating face serum, a smokin’ festival sponsorship and predictive palettes.