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You hear it all the time: “Trade shows are no fun.” Square disagreed.  For the 2026 National Restaurant Association Show, which took place May 16-19 at McCormick Place in Chicago, the brand activated the “Surprise and Delight” sponsorship during the busiest moments just before the doors opened with a skate show and mini-troopers falling from […]

Just as the Experiential Marketing Summit was bringing inspiration to brand marketers, across the Las Vegas Strip, brands were finding new avenues for fandom at Licensing Expo, which was taking place May 19-21 at the Mandalay Bay Convention Center. The 2026 edition brought together about 12,500 industry professionals and a record 400 exhibitors, representing IP […]

On what would have been Marilyn Monroe’s 100th birthday, Genesis on June 1 transformed its brand home in Manhattan into an exhibition that pays tribute to the pop culture icon, and draws parallels between her story of reinvention and the brand’s own evolution. And EM was on the scene to get the full scoop. Open […]

This week’s hot takes on hot topics in experiential marketing cover Clay Bars, pop-up pawn shops and Biscuit Blasters.

Wrapped vehicles and tricked-out rides are guaranteed to turn heads, but a larger-than-life mobile installation can generate social content, earn press coverage and spark “did you see that?” conversations that keep a brand top of mind. Whether they’re wheeling into neighborhoods, city centers, festivals or popular landmarks, rolling stunts are transforming ordinary parking lots, street […]