B-to-C Events
What We Learned About Hybrid Events From Two Weekends of Essence Fest
Surprise content, concierge service and a sense of place and mission—these were among the elements that led to the success of the Essence Festival of Culture, which took place as a hybrid event over two weekends, June 25 to 27 and July 2 to 4. The hybrid gathering combined elements of Essence magazine’s wildly popular...
Research: 15 Data Points on the State of Experiential and Where It’s Headed
If the data has anything to say about it, experiential marketing is back on track in a big way.
Three Outdoor Events Offer Insights on the Benefits and Challenges of Activating Al Fresco
Activating outdoors may come with its share of obstacles, but as the industry navigates year two of the pandemic, brands continue to prioritize outdoor events as a safer alternative to engaging their audiences in enclosed spaces. The advantages are clear: The CDC says it’s safer, attendees have a higher level of comfort, and outside settings...
ComplexLand 2.0: How Complex Networks Engaged Streetwear Fans with a Gamified 3D Platform
ComplexCon is a tentpole event for Complex Networks that attracts nearly 60,000 rabid streetwear fans each year, so when COVID shut down the in-person festival in 2020, cancelling altogether wasn’t an option. But the resulting pivot to digital needed to go far beyond Zoom calls and flash sales to appeal to the event’s young, discerning...