B-to-C Events

March 17, 2014

IFC Takes Over Austin’s Palm Park

IFC has been a sponsor of the South by Southwest Film, Music and Interactive Festival for several years, but for the first time, it’s diving into the Music end of the pool. From March 12 to 14, the channel took over Austin’s Palm Park, right next to the Convention Center, with its IFC Fairgrounds activation—a...

March 13, 2014

It’s Me, Mario, and Pennzoil at SXSW

We suspect many a dream came true March 7 to 9 at South by Southwest Interactive, where Pennzoil and Nintendo teamed up on a real-life Mario Kart experience designed to introduce consumers to the iconic video game’s 8th iteration for Wii U and to Pennzoil’s new Platinum Full Synthetic Motor Oils with PurePlus Technology. Pennzoil...

March 12, 2014

Scenes from Art Basel Miami 2013

Check out highlights from four brand programs at Art Basel Miami 2013, held Dec. 2 to 8: Heineken’s Light Your Night campaign and events; Harper’s BAZAAR’s oceanside pop-up boutique; Absolut’s Night Court venue and Nickelodeon’s live art installation at the Basel Castle festival. More coverage in EM’s February/March issue.

March 12, 2014

Cover Story: Events That Speak to the Hispanic Consumer

March 10, 2014

Brand USA Sends Writers on the Road

Brand USA, a public-private organization that promotes international travel to the U.S., on Feb. 27 launched a new five-month experiential marketing campaign centered on a quintessential American theme—the road trip. The organization is sending 10 influencers from around the globe, mostly travel bloggers, on road trips around the country, tasking them with writing daily blog...