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SXSW has long served as an annual barometer for the experiential marketing industry with its roster of brand activations throughout the city of Austin helping to inform spending forecasts and tactical trends. The soon-to-be, 40-year-old tentpole was an early example of festivalized conference experiences, and has served as a breeding and proving ground for earned […]

In the days leading up to the 2025 US Open, the tournament was already scooping up headlines with a record-breaking Fan Week that saw nearly 240,000 tennis lovers walk through the gates of the USTA Billie Jean King National Tennis Center in New York City. By the time the singles main draws kicked off on […]

The Experience Design & Creative Process Benchmark Report delivers an unprecedented look inside the creative departments at top event agencies and exhibit builders. Coproduced with Highmark TechSystems, the report surveyed 200+ creatives across the U.S. to gauge how design teams are structured, how they function and how they are evolving. The data spans: • Department […]

Viral denim campaigns are dominating the back-to-school social media conversation this year (we’re still trying to master KATSEYE’s Gap choreography to “Milkshake”), and reactions to the ads on Instagram and TikTok have run the gamut. But some brands have opted to go offline and, instead, bring their latest fall fashion collections, beauty products and dorm […]

This week’s hot takes on hot topics in experiential marketing cover Save Summer SmashCams, laundromat sampling and Gold Squads.