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Even the toughest fitness buffs struggle to stay active in extreme temperatures, so to tout the benefits of its UA ColdGear apparel, Under Armour did something extreme, too. Enter: the world’s first Ice Gym, an immersive fitness environment where consumers could test the technology behind UA ColdGear through curated cold-weather workouts activated inside an “igloo.” […]

In this day and age, anyone with a smartphone is deemed a photographer, but to illustrate the creative opportunities its cameras offer, Canon is delivering a hands-on photography experience to help consumers take their shooting skills to the next level. The pop-up, dubbed Canon Portals, takes attendees through six vignettes, or “portals,” designed to educate […]

Customers and clients of Sephora know the beauty retailer well for its bright environment, product assortment and for its discovery-based shopping model where consumers explore and test products on their own—a different approach than that of a traditional cosmetic department store experience. For its 20th anniversary this year in the U.S., Sephora turned to experiential […]

Esports is on pace to outpace the NFL, according to a 2018 study by PricewaterhouseCoopers. Goldman Sachs predicts it will at least reach a comparable size to the NFL by 2022. But despite its growing scope, popularity and its legions of passionate fans, for many brands, esports is still a mystery. This October, Event Marketer […]

Smirnoff is all about fun and inclusivity, so when it came time to reveal some serious news—that its vodka is now made with non-GMO corn—the brand delivered the message with a lighthearted event fitting of its character. The announcement was made in October, prompting Smirnoff to deliver a seasonal experience that directly tied back to […]