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You might say it takes a village to pull off an event as big as the reveal of the newest Boeing airplane, the 747-8 Intercontinental, which also happens to be the largest commercial aircraft built in the U.S. and the longest passenger aircraft in the world. At least that’s how David Okrent, brand manager for the new plane, puts it.

Yes, budgets are ticking back and trade show attendance is up. But we’re hardly where we need to be.

The experiential marketing revolution is now creating an experiential marketing evolution—as traditional media companies use healthy doses of face-to-face strategies to reinvent their own business model.


Department store holiday windows have traditionally regaled kids of all ages who ooh and aah at their Santa scenes and gift displays. Last year, however, at the Neiman Marcus flagship store in Dallas, not only could they ogle the windows, for the second holiday season in a row, they could actually participate in the story as they climbed into tubes and crawled through the set.

When it comes to activating in the world of sports, Nike practically wrote the book. For nearly half a century, the brand has been setting the bar for activations that mix sports, celebrity and popular culture in groundbreaking and highly profitable ways. So when the opportunity to create a proprietary basketball event arose, the brand applied its signature magic touch to turn an unknown property into an annual tradition in the making.