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There’s no denying that experiential marketing is changing— from what it looks like, to how data is collected from it and where it stands in the overall marketing mix. Over the last few years, influencers, data scientists and a new generation of consumers have forced this industry to evolve, adapt and innovate. Leading this shift […]

Live Nation hardly needs an introduction, but what you may not know is that Live Nation is a female-forward organization with a progressive approach to retaining top female talent. In this candid session with some of Live Nation’s top female executives, we talk about lessons learned from a long career in events, what makes a […]

Fan conventions are one of the oldest event types, dating back to the 1930s. Traditionally, they have revolved around pop culture topics, like movies, television, books, or genres like anime or science fiction. High-profile fan conventions like San Diego Comic-Con and Lucca Comics and Games attract hundreds of thousands of attendees each year. But a […]

Advertising campaigns for personal care brands, especially the ones consumers use behind closed doors, often focus on helping consumers hide an issue rather than confront it. But a collection of brands this year capitalized on relatability—and an event program—to create irreverent, funny and honest campaigns that confidently told consumers in person: We get you, and others […]

Exclusive merchandise is what draws attendees to ComplexCon Long Beach each year, so it makes sense that many sponsors design their booths to push product. But with a young demographic to engage and plenty of downtime during the convention, Reebok this year went all-in on the experiential components of its booth in addition to offering […]