B-to-C Events
Executive Q&A: Lexus Goes ‘All In’ on Gaming With a Concept Car Designed by Twitch Users
How the automaker is appealing to a whole new generation of car buyers To engage younger consumers and support the launch of its 2021 Lexus IS sports sedan, the luxury carmaker recently staged a pair of interactive, livestreamed events on Twitch that concluded with a unique takeaway for the gaming community: a Lexus IS concept...
Six Brand Ambassador Roles for Events—Plus, How to Keep Staffers Safe
Forget ‘warm bodies’—these brand ambassador types are essential staff members Brand ambassadors have always been a valuable part of the experiential ecosystem, and perhaps now more than ever, their ability to manage crowds, give direction, add context to an experience and make people feel at ease is essential. We’ve come a long way from recruiting...
GoGo squeeZ Partners with Crayola on a Colorful Back-to-School Campaign
Back-to-school involves pencils, papers and books, as well as shopping for lunch and snack items amid the vast packable pouch category. To help its fruit, veggie and yogurt blends make the cut—or, cart, that is—GoGo squeeZ this year partnered with Crayola on special-edition, drawable packaging and then activated the concept at scale with a GoGo...
Inspiration Flourishes in St-Germain’s New York City Cocktail Bar Pop-up
Summer cocktails taste most refreshing against an inspiring backdrop. For St-Germain elderflower liqueur, that notion flourished amid blooms, fashion and dance in a pop-up located in New York City’s SoHo neighborhood, Aug. 13-15. Fleuriste St-Germain, a flower shop and cocktail bar experience, was inspired by the cultural salons of early modern revolutionary France, and offered...