EventMarketer Sizzle: Your Biweekly Feed of All Things Experiential
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, with special guests stopping by throughout the day, including former co-star Andy Buckley.
📷 Photo of the Week
 
 
Horror fans at New York Comic Con faced their fears at HBO Max’s “IT: Welcome to Derry” immersive experience. The AI-driven activation invited them into a deceptively idyllic 1960s home set, where personalized scares emerged… Read more.
🗨️ Insight of the Week
 
“What went bonkers in New York was a couple of influencers who have a social media page all about what’s on in New York, and when they posted about it, we fully booked out. I just heard the bookings go, ‘ding, ding, ding.’”
–Emma Stallworthy, Founder, Your Reformer
Fan Conventions
NYCC 2025: Paramount’s Botany Lab, Walmart’s Gaming Retreat and More
New York Comic Con offered a treasure trove of activations built for pop culture superfans, from themed booths on the show floor to off-site events. We explore the standouts… Read more.
Pop-ups
How Your Reformer is Leveraging a Localized Experiential Strategy in the U.S.
Australian wellness brand Your Reformer is on a mission to make reformer Pilates more accessible, and experiential has been a key part of the brand’s U.S. rollout… Read more.
Marketing News
The Brief: Celebrity Dashcams, Dear New York and Studio Cheez
This week’s hot topics in experiential marketing cover DoorDash’s stadium stunt with LAFC legend Carlos Vela, a visual love letter at Grand Central and Cheez-It’s nightclub… Read more.
Trend of the Week
Brands Capitalize on the Novelty of the Phone Call with Hotlines
Not just for information or support, hotlines are being worked into experiential campaigns to add an immersive touch and connect consumers with celebs and fictional characters… Read more.
Sports Sponsorship
Lego Heads to the F1 U.S. Grand Prix with its 'Build the Thrill' Activation
After stops in Miami, Charlotte and Chicago, Lego’s family-friendly experience is giving F1 fans in Austin, TX, this weekend a chance to customize and test a mini Lego racecar… Read more.
💡 ICYMI Last Week
 
📌 EM Updates
 
Experiential Marketing Month Continues: Throughout October, we’re hosting several learning and connection opportunities. Next week, Trendwatch is headed to Dallas on Oct. 22. Plus, join us for a B2B and Trade Shows Digital Class on Oct. 20 and a meetup in Austin, TX, on Oct. 23. View the full EMM schedule and register.
 

EDA Entries Due Tonight: The regular deadline for the 2025 Experience Design Awards is today at 11:59 p.m. ET. The awards recognize outstanding event design, innovation and environmental creativity across consumer activations, b-to-b events and trade show exhibits. Submit your entry before prices go up at midnight.
✉️ Contact Us
 
The Sizzle is produced by Event Marketer, the industry’s largest information resource on experiential marketing. Learn more.
 
Send story ideas and news to: Juanita Chavarro Arias | jchavarro@accessintel.com
For ad and lead-gen opportunities: Jon McLoughlin | jmcloughlin@accessintel.com
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