B-to-C Events

The Dos Equis #XXMasquerade campaign makes an entire season out of what could be a one-day event—Halloween. The effort, which launched in September with a series of bar events that featured Oculus Rift headsets (see related story), culminated on Nov. 22 in a large-scale proprietary party at Generations Hall in New Orleans. “Halloween continues to […]

Fashion brand Kenneth Cole transformed one whole side of its SoHo, Manhattan retail store into a pop-up coffee bar. Open December through the end of January, the impeccably designed black and white bar is serving up free made to order espresso and hot chocolate. Consumers linger and sip their tasty treats, but, more importantly, they […]

The New Year’s biggest trends are often a variation on last year’s most shareable ideas. As the event industry gears up for another record-breaking year, we take a look back at the stories this industry was buzzing about the most. Here are the top 10 stories we published online in 2014, according to your views, clicks, […]

According to a recent survey by Variety magazine, YouTube stars are more popular among U.S. teens than mainstream celebrities. And teens aren’t the only ones taking notice. Many brands have leveraged the growing appeal of YouTube’s biggest traffic-drivers to lend an element of internet celebrity to their events. This spring, for example, Angry Birds game […]

In this age of fickle foodies and Top Chefs, event attendees are expecting a certain kind of experience when satisfying their appetites. It appears food and beverage trends are following suit. Event marketers are incorporating exotic ingredients, as FX did for a horror-themed release party. Hosting pop-up dinners, such as Acura’s white party in Brooklyn. […]