B-to-C Events
FOX Leans on Fandom Strategies and Transactions with a ‘Monarch’ Series Pop-up
Kicking off with original song “American Cowgirl,” bedazzled cowboy hats and plenty of multigenerational family drama, FOX Entertainment’s “Monarch” heralds in a new country music dynasty. To draw viewers into the world of the new scripted series led by Susan Sarandon, who plays matriarch Dottie Cantrell Roman, FOX activated a pop-up shop that brought Austin,...
The Secret Sauce for These CPG Brands? Quirky Culinary Events
There’s been a recent uptick in experiential culinary programs, but we’re not talking about your average restaurant pop-ups. CPG brands are spicing up the dining scene with quirky, first-of-their-kind experiences that often provide multisensory touchpoints—and consumers have been eating them up (look no further than the Lay’s “Potatdomes” at Coachella this year). If you’re looking...
Five Ways P&G Maximizes its Long-running Presence at Essence Festival
Procter & Gamble’s My Black is Beautiful booth at Essence Festival is a much-anticipated attraction at the tentpole, which celebrates Black culture through fashion, food and music. But with a 15-year run and reputation as a fan-favorite at the event comes the challenge of raising the bar and evolving the message in a way that...
The 2022 Fab 50: Recognizing the Event Industry’s Top Builders
The only editorial listing of the event industry’s best fabrication partners For the fabricators of the experiential marketing world, the days of waiting for clients to call are largely in the rearview mirror, with shops across the board seeing an exponential uptick in business, sometimes even requiring staffers to work nights and weekends. But after...