B-to-C Events

This week’s hot takes on hot topics in experiential marketing cover Red Nail Bars, pop-up newsstands and V.I.PEE stalls.

From the coffee bars dominating the trade show sector to the offbeat raves taking place at local cafés, coffee culture has been permeating programming across the event industry for some time. Now, a new twist on coffee shop experiences is brewing: the beauty-themed café. Stylish, shareable, sample-heavy and brimming with latte art, these pop-ups are […]

For 39 years, evian has partnered with the US Open as the tennis tournament’s official water, and this year, beyond hydrating athletes and fans around USTA Billie Jean King National Tennis Center grounds, the brand added a new culinary component to its annual campaign. Collaborating with tennis star and evian Global Brand Ambassador Frances Tiafoe […]

With Taylor Swift and Travis Kelce’s wedding rumored to take place this July 3, we’re looking back at an engagement-era experiential campaign   When Taylor Swift entered her engagement era last August, The Knot said “I do” to jumping on the viral pop culture moment. Within nine days of the global icon sharing news (and […]

Ritz crackers have been on grocery store shelves for 91 years, but even household brands with legacy products need to evolve from time to time. So as part of its repositioning from classic cracker to modern, savory snack, Ritz is leaning into live events that appeal to young, diverse audiences. In August, that included activating […]