B-to-C Events
Sponsors Deliver Dream Courts, Holograms and Ladders at the 2025 Men’s Final Four Tournament
College sports fans are their own breed, and it’s a fact sponsors took to heart during the 2025 NCAA Men’s Final Four Tournament weekend in San Antonio, TX, with activations designed to place attendees at center-court. From April 4-7, across the official Final Four Fan Fest presented by Capital One at the Henry B. González...
The Brief: Hot Dog High Teas and ‘The White Lotus’ IRL
This week’s hot takes on hot topics in experiential marketing cover Hot Dog High Teas, “The White Lotus” IRL and sweet-smelling takeovers.
Strange Encounters
At a time when streaming services are overflowing with content and movie theaters continue to see attendance down 35 percent, film and TV studios are getting more and more creative with their marketing campaigns to capture the attention of audiences. But it’s not just that they’re standing up an eye-catching billboard or an engaging pop-up,...
Brand Collabs: How Milk-Bone and Jif Activated a Dog-friendly ‘Museum’
There are brand collaborations that make headlines, and there are brand collaborations that make sense. In the case of Milk-Bone and Jif’s latest venture, both circumstances apply. The two J.M. Smucker-owned companies recently teamed up to create new Peanut Buttery Bites dog treats, then leaned into collab and drop culture to promote the product with...