Rachel Boucher

We’re just under three months away from the 60th year of the Consumer Electronics Show, and already a few big announcements are signaling how brands are rethinking where and how they engage audiences. What was once a show defined by long-held convention center booths is now a citywide experience with traditional exhibiting brands leaning into […]

Reviews are embedded in the consumer shopping experience today, and experiential brands are embracing them with open arms. This year, IRL spaces for real opinions, unfiltered reactions and the freedom to speak openly are cropping up. It’s the antitheses of polished, and the antidote for feed fatigue. Let’s explore “the permission” to be honest in […]

Events today are destinations, where learning, connection and commerce converge. And while shoppable event experiences aren’t anything new, we’ve got our eyes on how these spaces are serving as storytelling engines. Let’s take a look at the ways event marketers are curating a little retail therapy across the industry. Most recently, FX promoted its new […]

Fandom is no longer just a consumer phenomenon; it's a brand strategy. In this panel, we dig into how today's most passionate audiences are reshaping the experiential playbook, and what it takes to show up in a way that builds community, earns media and keeps fans coming back—from Audible's 2,400-person San Diego Comic-Con panel to The North Face's decade-long Global Climbing Day to Pinnacle's work at Fanatics Fest.

When attendees at D23 turned a corner at the Anaheim Convention Center, they came face-to-face with a 1:1 toy car “action figure” box large enough for them to step inside, housing the special Jeep Wrangler America250 edition. But beyond photo ops, the eye-catching build delivered on a much larger campaign that linked down to the […]