B-to-C Events

Sports fans are a digitally savvy audience that rely on their devices to supplement the game-viewing experience. To meet their expectations, State Farm launched a digital + live sponsorship program to kick off the NFL season with an augmented reality-fueled scavenger hunt for fans that yielded prizes like NFTs. Built around the big NFL matchup […]

HBO Max knows that perhaps no one appreciates free swag more than a college student. So to celebrate the new HBO Max Original show, “The Sex Lives of College Girls,” that premiered on Nov. 18, the brand launched a mobile pop-up tour for collegiate crowds to revel in partner samplings and touchpoints that brought the […]

Our annual editorial guide to the industry’s top builders When attendees look at beautiful exhibits or event environments, they may not be aware of all the blood, sweat and tears that took place behind the scenes to bring those installations to life. But EM is here to shine a well-deserved spotlight on the event architects that […]

‘Tis the season for giving, and digital financial services brand Ally pulled out all the stops to brighten New Yorkers’ spirits by anonymously picking up their tabs at various venues around the city on Nov. 20 to illustrate why “life is better with an ally.” Recipients were given just one hint: small cards inviting them […]

Trends fade away but meaningful brand moments can last a lifetime. In “Brand Hacks: How to Build Brands by Fulfilling the Consumer Quest for Meaning” (PowerHouse Books, 2021), consumer psychologist and market research professor at UCLA Dr. Emmanuel Probst reveals why marketing campaigns built around fads often fall flat. Instead, he argues, the most successful […]