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Cannabis brand Spherex has found a lot of success leaning into activity-based events—a strategy Katie Mattox, vp-marketing, says was “partially intentional, partially by accident.” After hosting a roller-skating party inspired by the release of a Taylor Swift album a few years ago, Spherex discovered that its community enjoyed skating and wanted more. Around the same […]

Physically, much of the country is battling winter weather, but mentally, Barbie superfans are already in sunny Florida basking in the glow of the first-ever Barbie Dream Fest. Indeed, the countdown is on for the Fort Lauderdale-based event, to be hosted March 27-29 at the Broward County Convention Center. The festival, billed as the “ultimate” […]

When it comes to engaging entertainment buffs, incorporating experiential easter eggs into fan activations has become non-negotiable. Not every attendee will notice or understand a brand’s subtle references to its IP, but the superfans most certainly will—and they’re actively seeking them out. Following are seven ideas for playing hide and seek.   1. HOTLINES For […]

Headline-making activations don't appear out of thin air. Event marketers leverage a host of tactics and fan traditions to ensure their entertainment experiences slice through an oversaturated landscape.

Between budget restraints, tariffs, shifting trade policies and AI everything, it’s been one hell of a trip around the sun for b-to-b event marketers. But this industry always rises to the occasion, and the meetings, conferences and exhibits delivered in 2025 were no exception. With 2026 just around the corner, we rounded up some of […]