B-to-C Events

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 […]

CES will kick off next month for the first time without a physical show floor, but for longtime exhibiting brands like Intel, it’s year two of a pivot strategy already in motion This time last year, exhibiting brands at industry tentpole CES would have been preparing for move-in. Supersized booths and miles of exhibits within […]

The Home Depot and ESPN have a message for the world: COVID-19 doesn’t mean traditions are canceled; they just need to be reimagined. The brands have exemplified that mantra by redesigning the fan experiences they’ve built for consumers over the years around ESPN’s “College GameDay” broadcast. Rather than choosing one fan each week to receive […]

Drive-ins have become a staple of the 2020 experiential marketing playbook, but Lexus kicked the traditional approach up a notch with a three-night gourmet drive-in movie experience at L.A. LIVE’s Event Deck in downtown Los Angeles. The Lexus Culinary Cinema, held Nov. 13-15, brought consumers together for a three-course meal, custom mocktails, a complimentary gift […]

You’ve heard it before and we’ll say it again: the silver lining of COVID-19 is that is has forced the industry to completely reimagine how brand experiences are delivered. Of late, the circumstances have given rise to a “reverse” activation strategy wherein brands bring experiences to consumers’ homes, rather than asking consumers to come to […]