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How YSL Beauty Charmed Gen Z at New York Fashion Week
New York Fashion Week looked different this year, and that was good news for consumers. The high-profile event typically draws 230,000 VIPs, but amid the pandemic, the size of the show was cut in half. The setup paved the way for sponsors like YSL Beauty to take a democratized approach to their activations, catering to...
How 12 Brands Engaged Festivalgoers at the 2021 Governors Ball
The New York City-based Governors Ball festival, which took place Sept. 24-26, celebrated its 10-year anniversary this summer with brand new digs at Citi Field in Flushing, Queens, and more than a dozen brand activations to engage some 150,000 attendees. The festival featured four stages and more than 70 musical acts, art installations, NYC-themed photo...
Video: The 2021 Ex Awards and EDTAs
In 2021, the industry’s longest-running recognition initiatives for the experiential industry became one supersized program at a luncheon gala during the Experiential Marketing Summit—the combined Ex Awards + Experience Design & Technology Awards. Here’s a taste of this year’s winning programs.
Five Ways to Nurture a Dedicated Brand Community
When Wisconsin Cheese made the decision to activate at this year’s virtual SXSW festival, members of its brand community, Cheeselandia, were the first to know. As brand VIPs, they’re given special access to all kinds of events, promotions and products in return for their fervent devotion. But Cheeselandia isn’t a rewards program or a pay-to-play...