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Halloween 2026 Experiential: Brands Lean into Carnivals, Audio Horror and Jump-Scares
Halloween is one of the most wonderful times of the year for the experiential industry, with brands often willing to take bigger creative risks, and consumers increasingly embracing the holiday. This season, audiences around the U.S. were haunted by pop-ups, stunts, tours and theatrical performances that delivered memorable moments, and a healthy dose of mayhem.
Featured
Partner Studio
Experience Intelligence: 3 Insights on Measuring Business Impact
A new methodology is helping brands like IBM design for what matters most. When an industry standard doesn’t exist, create one. It’s the mentality of a growing number of top experiential brands and agency partners who are embracing portfolio-wide measurement strategies to better track the often-long-range ROI of live events. “It’s a fundamental gap for […]
Trend of the Week
Experiential Marketing Trend of the Week: Canned Branding
Drinks today aren’t just about thirst. This year, more than ever, they’re a mode of self-expression, a social ritual and a lifestyle accessory, which makes them a natural marketing tool. Let’s explore how beverage culture is changing the way brands get their message into people’s hands—with the branded can. Supporting this branding tactic is a […]
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Performance
Survey Says: How Brands Turned Questions into Activations
There’s nothing boring about surveys. That’s what the brands that have built inspiring activations around them would say, and we agree. From a vintage telephone that captures flavor preferences to an AI-powered pet portrait that doubles as a recruiting tool, brands and show organizers are finding creative ways to weave research into activations attendees actually […]
Trade Shows
Experiential Marketing Trend of the Week: Canned Branding
Drinks today aren’t just about thirst. This year, more than ever, they’re a mode of self-expression, a social ritual and a lifestyle accessory, which makes them a natural marketing tool. Let’s explore how beverage culture is changing the way brands get their message into people’s hands—with the branded can. Supporting this branding tactic is a […]
Popular
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Conferences3 Things to Know About Experiential at CES 2027
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Cause MarketingCurious About Cannabis Events? 3 Tactics in Play
Videos
Watch: Sylvia Lopez-Navarro of Kia America in The Studio at EMS 2026
In this episode, Sylvia Lopez-Navarro of Kia discusses how brands are building real emotional connections with audiences, and what that actually looks like in practice.
Podcasts
Brand Ambassador Spotlight: Vanessa Leiva on the Hustle and Heart of Live Events
Community is everything in the brand ambassador world. In 2021, a friend’s recommendation led Vanessa Leiva to the events industry, and she’s been networking ever since, tapping connections to find the right brand ambassador gigs. “We all end up knowing each other in some way, shape or form, or working with each other. It becomes […]