Sponsorships

The 2026 TCS New York City Marathon triggered a treasure trove of experiential campaigns, but it wasn’t the only race that served up industry inspiration this fall. We tracked three more resourceful marathon activation tactics that ran laps around the competition. Let’s hit the pavement. Tap into a Ritual It’s common practice for marathoners to […]

Runners from around the globe have descended on the Big Apple to participate in the TCS New York City Marathon for 50 years. And in the leadup up to this year’s Nov. 1 race, athletes, spectators, community members and sponsors celebrated with events and activations befitting of the milestone.

Drinks today aren’t just about thirst. This year, more than ever, they’re a mode of self-expression, a social ritual and a lifestyle accessory, which makes them a natural marketing tool. Let’s explore how beverage culture is changing the way brands get their message into people’s hands—with the branded can. Supporting this branding tactic is a […]

Halloween is one of the most wonderful times of the year for the experiential industry, with brands often willing to take bigger creative risks, and consumers increasingly embracing the holiday. This season, audiences around the U.S. were haunted by pop-ups, stunts, tours and theatrical performances that delivered memorable moments, and a healthy dose of mayhem.

This week’s hot takes on hot topics in experiential marketing cover vintage showrooms, goddess energy and one crappy fleet of vehicles.