Latest

Events are everything, and it’s the mantra that guided EMS 2024 in Las Vegas, where event profs convened for a three-day discussion that explored every aspect of the experiential marketing discipline.

Liquid I.V. ran with racing's DRS concept and gave it a clever brand spin for its activation at the Formula 1 Crypto.com Miami Grand Prix. Enter: Dehydration Reduction System, which kept fans cool and hydrated as the Florida heat reached 85 degrees. The electrolyte drink mix brand set up Race House in the Miami International Autodrome, along with branded touchpoints and garage-themed sampling pop-ups around the Hard Rock Stadium complex.

Everyday drugstore brands like Tylenol and Band-Aid are household names, but their parent company, Kenvue, not so much. Formerly the consumer health care division of Johnson & Johnson, Kenvue is a relatively new corporation with a host of legacy products under its umbrella.

For BDG Media, and the array of publications under its umbrella, aligning with event tentpoles has become essential to positioning the company as the pinnacle of culture and nightlife.

This week’s hot takes on hot topics in experiential marketing cover vampire ballerinas, rent-free micro-apartments and Airbnb Icons.