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How Drive-thru Experiential Marketing Became the Darling of 2020
The drive-thru trend that rolled out across the nation this year provided a lifeline for event marketers searching for a way to safely connect with consumers. An extension of the drive-in trend, drive-thrus take a page from theme parks and allow brands to strategically infuse messaging and multisensory engagements at every turn. Concert properties and...
Cappuccino, Murderous Twists and Tips from HBO Max’s Virtual ‘Coffee-ology’ Experience
As event marketers prepare for a new year of virtual events, they’re searching for equally new ways to create tangible experiences for consumers that incorporate all the principles of multisensory engagement, which tap the memory-making receptors in the brain. To drive buzz around its forthcoming murder mystery series, “The Flight Attendant,” HBO Max delivered an...
Hussmann Steps Back from Trade Shows and Leans into an Educational Mobile Tour
In the absence of trade shows and expos, some b-to-b brands might have pivoted their event programming to digital, but for Hussmann, a manufacturer of display merchandisers and commercial refrigeration systems, the only effective way to educate its customers on its products and technology was to show them in person. Enter: The Shop the Future...
Fab 50 2020: Recognizing the Industry’s Top Exhibit Builders
We spotlight the industry’s top 50 builders in our annual guide Want to build an architecturally sound experience that’s as functional as it is beautiful? Better call the 2020 Fab 50. Yep, today’s top fabricators possess skillsets that make them uniquely positioned to build events and experiences that are both expertly live-wired and artfully crafted....