Kait Shea

FX Networks is renowned for executing largescale, multisensory activations at tentpole events like San Diego Comic-Con. But amid the pandemic, the brand has been exploring new avenues for in-person engagement that allow for maximum throughput, but minimal crowding. The most recent example is the network’s multi-city Sound FX campaign featuring the installation of interactive sound […]

New York Fashion Week looked different this year, and that was good news for consumers. The high-profile event typically draws 230,000 VIPs, but amid the pandemic, the size of the show was cut in half. The setup paved the way for sponsors like YSL Beauty to take a democratized approach to their activations, catering to […]

In 2021, the industry’s longest-running recognition initiatives for the experiential industry became one supersized program at a luncheon gala during the Experiential Marketing Summit—the combined Ex Awards + Experience Design & Technology Awards. Here’s a taste of this year’s winning programs.

When Wisconsin Cheese made the decision to activate at this year’s virtual SXSW festival, members of its brand community, Cheeselandia, were the first to know. As brand VIPs, they’re given special access to all kinds of events, promotions and products in return for their fervent devotion. But Cheeselandia isn’t a rewards program or a pay-to-play […]

Some good news for a change: Retail store openings are outpacing closures this year. After the pandemic dealt what appeared to be a death blow to brick-and-mortar retail in 2020, the sector is quickly recovering and talk of the “retail apocalypse” is largely in the rearview window. Much of this revival can be attributed to […]