B-to-C Events

The drive-thru trend that rolled out across the nation this year provided a lifeline for event marketers searching for a way to safely connect with consumers. An extension of the drive-in trend, drive-thrus take a page from theme parks and allow brands to strategically infuse messaging and multisensory engagements at every turn. Concert properties and […]

As event marketers prepare for a new year of virtual events, they’re searching for equally new ways to create tangible experiences for consumers that incorporate all the principles of multisensory engagement, which tap the memory-making receptors in the brain. To drive buzz around its forthcoming murder mystery series, “The Flight Attendant,” HBO Max delivered an […]

We spotlight the industry’s top 50 builders in our annual guide Want to build an architecturally sound experience that’s as functional as it is beautiful? Better call the 2020 Fab 50. Yep, today’s top fabricators possess skillsets that make them uniquely positioned to build events and experiences that are both expertly live-wired and artfully crafted. […]

Once upon a time, event technology was viewed as a “nice to have” or “if budget permits,” but it has rapidly evolved into the driving force behind some of the industry’s most spectacular campaigns. And in 2020, when we needed it most, event tech served as the backbone of countless program pivots, affording event marketers […]

The date is Jan. 29, 2020. Details about a yet-to-be named novel coronavirus and its potential impact on the world have started trickling in and we publish our very first story on what would become a catastrophic global pandemic. Industry doctors tell us not to panic. The CDC insists there is no immediate threat to […]