Kait Shea

During the Masters, IBM teed up a strategy to expand its audience beyond customers, and into the consumer realm, with an outdoor watch party.

Consumers who are fatigued by the overstimulation and grand gestures often associated with todays’ brand activations may take comfort in a growing industry trend: miniaturized touchpoints. Charming, playful and intriguing, these tiny tokens of engagement, from collectibles to micro-spaces, are earning bigtime attention.

This week’s hot takes on hot topics in experiential marketing cover billboard bars, “Pouroscope” Stations and Sensoria: The Black Currant Experience.

From the POV of Nikon, you can’t appreciate the power of a camera until you’ve taken it for a test drive—that's where experiential comes in.

This week’s hot takes on hot topics in experiential marketing cover Jargon Bars, smartphone-themed fashion shows and Il Fresco Peroni.

One year into the U.S. tariffs, event experts discuss costs, timelines, detours, transparency and their business impact.

EMS 2026 day one kicked off May 18 at MGM Grand Las Vegas with a theme that meets the moment: human connection in the digital age.

Day two of the Experiential Marketing Summit offered up a jam-packed slate of hands-on experiences, curated off-sites and discussions focused on how fresh thinking, hyper- personalization, sustainability and measurement maintain relevance and impact in a digitally dominated world. Let’s dig in.

This week’s hot takes on hot topics in experiential marketing cover cave raves, salty stunts and nostalgic Bowl Heads.

Hendrick's Anotherland live theatrical experience upped the ante on what “immersive” and “world-building” really mean.