Ideas from NYCC 2025: Paramount’s Botany Lab, HBO’s Horror Show, Walmart’s Gaming Retreat and More
Like its counterpart San Diego Comic-Con, New York Comic Con (NYCC) offered a treasure trove of activities and activations built for pop culture superfans this year. The 19th annual event was packed with panels, cosplay competitions, workshops, talent shows and, yes, brand experiences. From multisensory booths on the show floor at the Javits Center, to...
How Your Reformer is Leveraging a Localized Experiential Strategy to Break into the U.S.
Breaking into a new market isn’t easy. Add in the factor that the new market is thousands of miles away from HQ, and it’s even trickier. Enter: Australian wellness brand Your Reformer, which is coming off its first year in the U.S. The launch has been full of learnings and successes that founder Emma Stallworthy...
EM Exhibit Strategies: October 2025
Data from our forthcoming 2026 EventTrack report shows that audiences will attend more events next year than they did in 2025, including 57 percent of trade show attendees. It seems some shows are already experiencing an uptick. The 2025 NAHB International Builders' Show in February reported its highest attendance in 17 years, and RSAC 2025 Conference in May and the...EM Sizzle Newsletter – 10/17/2025
10.17.25 “No automation can replace the human touch”—at least that’s what “The Office” actor Brian Baumgartner aimed to prove when he teamed up with fintech company Ramp in a stunt at NYC’s Flatiron Plaza on Wednesday, where he attempted to fill 600,000 expense reports as cfo. The chaos inside the glass box office was livestreamed,...