Kait Shea

Kait joined EM in 2015 and today enjoys her role as senior editor and manager of digital content. When she’s not in reporter mode, rocking mermaid pants at Comic-Con or running laps at MWC Barcelona, you can find her hanging out with her dogs or singing too loudly at a music festival.
  • The Brief Roundup

    The Brief: Retro Malls and Cheese Ball Challenges

    FIVE THINGS TO KNOW THIS WEEK This week’s hot takes on hot topics in experiential marketing cover the Million Cheese Ball Challenge, The House of Lexus and an ’80s-themed mall takeover. MALL MADNESS: FX TEASES ‘THE SHARDS’ WITH AN ’80s-THEMED ACTIVATION Back in the 1980s, shopping malls were full-blown entertainment destinations for teens, so to […]

  • Pop-Ups

    Crayola Targets a New Demo—Adults—at a Camping-Themed Launch Event

    As adults battle burnout and seek creative, screen-free ways to decompress—look no further than the cozy coloring and grandma hobbies trends—some heritage kids’ brands are rethinking priorities and products to meet the moment.

  • Festivals & Fan Cons

    Comic-Con 2026, Part 1: How 10 Brands Activated in San Diego

    From the badge-holders, to the superfans who can’t get their hands on a ticket, activations at San Diego Comic-Con welcome everyone into the fold, and this year's showing was no exception. Training quarters, surprise game shows, auction houses and carnivals were all on the activation agenda. Join us for a tour.

  • The Brief Roundup

    The Brief: Boot Rooms and Beer Windows

    This week’s hot takes on hot topics in experiential marketing cover the Febreze Boot Room Tour, folding pubs and Peroni Portals.

  • Uber “Sorry for Your (Team’s) Loss” Mobile Activation
    Trend of the Week

    Experiential Marketing Trend of the Week: Commiseration Activations

    Diehard sports fans recognize that you can’t win ’em all, but that doesn’t make their team’s losses any less devastating—especially during tentpole tournaments like the FIFA World Cup and March Madness. And as of late, savvy brands have been quick to offer a shoulder to cry on with commiseration-themed activations designed to boost spirits (and […]