Author archive for Jessica Heasley
A More Experiential Era in Pop Star Sponsorships
Olivia Rodrigo. Charli XCX. Big Sean. Sabrina Carpenter. These are just some of the pop artists shaking up the sponsorship landscape through unconventional brand partnerships that reimagine what a celebrity endorsement looks like (hint: it looks a lot more experiential). Enterprising marketers have long leaned on celebrities to help them excite fans, gain traction with...
The Mocktail Movement Goes Mainstream
What better time than Dry January, when many consumers try their hand at abstaining from alcoholic drinks, to talk about a trend that started gaining momentum a few years ago but will become an absolute “must-have” at events in the year ahead. Offering mocktails (non-alcoholic cocktails) to event-goers isn’t a new concept, but a growing...
Post-COVID Storytelling: How Marketers are Activating Their Brand’s Stories in the Year Ahead
Storytelling has always been the beating heart of experiential marketing. The most memorable events immerse attendees into a story, make them part of the story and send attendees home feeling like they have a better understanding of the story the brand is trying to tell. “Storytelling has always been a main component of any great...
Failure to Launch: Everything We Learned From Hosting Two Unsuccessful Virtual Events
If you’ve been in the event business long enough, you’ve probably got a couple of painful “fails” on your resume that you’d rather forget. There are the “epic” fails, like when a demo crashes and burns at a pivotal moment in the multi-million dollar launch event. There are the A/V fails, when the sound or...