B-to-C Events

The FIFA World Cup 2026 round of 32 marks the moment when every match becomes a win-or-go-home battle, and heartbreaks are happening every day. Thankfully, brands are popping up events and activating campaigns to lift up passionate fans and keep the energy high, whether teams win or lose. In fact, U.S. World Cup-related experiences are […]

This week’s hot takes on hot topics in experiential marketing cover margarita salt caves, museum spectacles and Dragon Solstices.

Fan fests for the FIFA World Cup 2026 are taking over 13 host cities across the U.S., Mexico and Canada, and enthusiastic attendees have been packing into venues to engage with sponsor activations, soccer-themed gaming experiences, concerts and match screenings. Last Thursday, the FIFA Fan Festivals reached the 2 million visitor mark, with the three […]

Anna Nicholson likes to feel challenged and excited about her work, and while her first job as an event marketer at a health care startup taught her a lot about executing b-to-b and b-to-e events, she needed more. Enter: Yahoo and what she calls “the best team on the planet.” Nicholson took a leap of […]

This week’s hot takes on hot topics in experiential marketing cover Dogsters’ Paws of Fame experience, Carrera Eyewear’s Paint My Ride Tour and Puma’s Hidden Frequencies.