Latest
Rolling Coverage: How Brands are Acing Experiential at the US Open
A record 22-day US Open tournament is underway in Queens, NY, featuring the most comprehensive event schedule and most competition days in the event’s nearly 150-year history. And that spells out ample room for brand engagement. See how sponsors are flooding the tournament grounds, and the city, with experiences.
Featured
Partner Studio
The Brand Marketer’s Guide to Live Experiences in the Trust Economy
Artificial Intelligence isn’t hiding what it is. The word “artificial” is right in the name, after all.
Trend of the Week
Experiential Marketing Trend of the Week: Concert Tie-ins
Stan culture in music is thriving, with social media continuing to boost superfans’ ability to connect and create content, while rallying behind and defending their favorite artists. Most recently, online fandoms have transformed concert experiences into highly coordinated events, from matching apparel to handcrafted accessories to fan chants. To amp up the collective effervescence, brands […]
Subscribe
Latest Dispatch
Newsletters
News, interviews, field reports and more, delivered to your inbox.
Latest Dispatch
Performance
Case Study: Tips for Leveraging Emotion Analytics at Live Events
When experiential agency TRO activated BMW’s new M series launch at the Goodwood Festival of Speed, the team needed to work within a key insight: That the people showing up to the event are already enthusiasts, and that proving the booth’s impact would require an “honest” approach. The result: Measuring granular, moment-by-moment responses to specific […]
Trade Shows
Experiential Marketing Trend of the Week: Eye Contact
This year, storytelling has propelled from buzzword to standard practice. As event marketers lean into it for their messaging to deepen relationships with audiences and “drop” products into real lives, human faces are serving as design themes across show floors. Let’s take a look at how eye contact is the new eye candy. But first, […]
Popular
-
Trend of the Week
Experiential Marketing Trend of the Week: Concert Tie-ins
Videos
Watch: Justin Tabas of Bosch in The Studio at EMS 2026
Justin Tabas of Bosch shares his journey into experiential, specific moments that shaped his direction, and what he'd tell junior marketers trying to find their footing.
Podcasts
Building an Invested Community, with Club Ichi’s Liz Lathan and Nicole Osibodu
Networking can be hard, especially for introverts, so Liz Lathan and Nicole Osibodu co-founded Club Ichi to welcome event professionals from all backgrounds to connect. Their social club and membership community is built around casual, conversation-based gatherings, peer-to-peer exchanges, local meetups and retreats. In this episode, Lathan and Osibodu delve into their friendship origin story […]