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    1. Three Lessons in Launch Events from Perrier’s Flavorful Pop-Up

      Three Lessons in Launch Events from Perrier’s Flavorful Pop-Up

      Nestlé Waters’ Adaora Ugokwe, who handles activations for Perrier and S.Pellegrino, has some advice for event marketers looking to pull off a successful launch event. And she should know. The Perrier Flavor Studio, a pop-up event held in New York City July 12-16 to increase awareness for Perrier’s sparkling flavors and to launch two new ones—strawberry and watermelon—brought in more than 5,600 guests over five days and garnered more than 2,100 original Instagram posts and shares of its #PerrierFlavors hashtag. The brand sampled the full range of its flavors on their own and in ...

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      Mentions: InStyle
    2. Why the Event Industry is Embracing the Tiny House Trend

      Why the Event Industry is Embracing the Tiny House Trend

      Tiny houses are a big thing right now—the object of TV shows, lifestyle websites and magazine photo spreads. Their dimensions, ranging anywhere from 100- to less than 500-square-feet, have made them a popular choice among millennials, baby boomers or anyone looking to downsize and simplify. Often priced at less than $50,000, tiny houses also offer an affordable option for people concerned about the environment.

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    3. Check List: Is a First-Year Festival Right for Your Brand?

      Check List: Is a First-Year Festival Right for Your Brand?

      There were no brands attached to the ill-fated Fyre Festival, the “luxury” millennial music experience that abruptly aborted its mission in the Bahamas in April due to lack of infrastructure and funds, among many other issues. (Phew.) Nonetheless, the viral story surrounding the event shined a spotlight on the rapid growth of the festival space, its influence and how marketers should approach a festival partnership, especially a first-time one.

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    4. Marriott Turns a Trade Show Exhibit Into a Mobile Innovation Lab

      Marriott Turns a Trade Show Exhibit Into a Mobile Innovation Lab

      Innovation labs are often considered to be permanent, stationary spaces for product development and testing. Marriott, however, turned that concept on its head when at ALIS, the annual Americas Lodging and Investment Summit, the brand elicited real-time feedback from industry professionals and consumers on two of its newest hotel properties—Aloft and Element—in a touring pop-up hotel experience.

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    5. Twitter Head of Events: ‘You Are Where Story Meets Experience’

      Twitter Head of Events: ‘You Are Where Story Meets Experience’

      Helen Stoddard, Head of Global Events, Twitter

      Each year, the Experiential Marketing Summit gives attendees a chance not only to rub shoulders with industry thought leaders and experiential gurus, but to glean meaningful insights from them. Like Helen J. Stoddard, head of global events at Twitter, who on day two of the summit delivered a luncheon keynote that addressed what defines success in the modern event marketing space.

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    6. Experience Design: How New Furniture Trends are Helping Brands Increase Dwell Time

      Experience Design: How New Furniture Trends are Helping Brands Increase Dwell Time

      When you think of the key elements that contribute to an effective event, chances are furniture isn’t top of mind. But as younger generations make up a larger portion of attendee bases and their networking opportunities continue to be a top request, and the line between business and pleasure continues to blur, event marketers are placing greater importance on the role that furnishings play in the overall success of their events. Want to increase attendee dwell time?

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      Mentions: Las Vegas CORT GES
    7. How to Optimize Event Footprints for Instagram

      How to Optimize Event Footprints for Instagram

      Fujifilm’s analog frame engagement at its Wonder Photo Shop puts consumers on display.

      Social media is ubiquitous in experiential marketing, with social media impressions a key metric for marketers. But with the rise of this attendee-driven amplification channel has come hard lessons in letting go—that, unlike photo activation booths, brands can’t always control the visuals or the messages shared.

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    8. American Express Offers Eight Tips for Success in Live Events

      American Express Offers Eight Tips for Success in Live Events

      Deb Curtis, vp-global experiential marketing at American Express

      This year’s Experiential Marketing Summit featured four killer keynote speakers, including Deb Curtis, vp-global experiential marketing at American Express, who delivered a perceptive morning keynote to kick off day two of the conference. Curtis offered an overview of the financial services giant’s 167-year history, along with insights on what it means to be a part of the experiential marketing industry now, and in the future.

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    9. Best Places to Work: Our Q&A with Facebook’s Head of Events

      Best Places to Work: Our Q&A with Facebook’s Head of Events

      Julie Hogan, Facebook Head of Events

      Our special report on the Best Places to Work in Events offered an inside look at the top office environments and cultures in the industry, including a rare peek at the internal strategies driving Facebook’s events team. To get more insight on how the crew gets down to business, we tapped Julie Hogan, the brand’s head of global event and industry marketing. Following is an excerpt from our conversation.

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    10. What You Missed at EMS 2017: Day Three

      What You Missed at EMS 2017: Day Three

      American Greetings’ mailbox and card-writing station was a popular stop for EMS attendees.

      There would be no slowing down on the final day of the Experiential Marketing Summit (May 3-5) as another packed day kicked off at McCormick Place in Chicago. With 25 sessions including two master classes on the agenda, the spread of breakfast treats and fruit outside the general session ballroom helped fuel the morning.

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      Mentions: Chicago
    11. What You Missed at EMS 2017: Day One

      What You Missed at EMS 2017: Day One

      Ben Grossman of Jack Morton Worldwide presents Data University in one of the opening day workshops at EMS 2017.

      Happy Birthday to the Experiential Marketing Summit. What began 15 years ago as the experiential community’s first official gathering has ballooned into the industry’s ultimate training conference and networking event. And in honor of this special year, we’re back in the city where it all began… Chicago, baby! It’s good to be home.

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      Mentions: Chicago Jack Morton
    12. Toyota Hosts Adventure Influencers at Hotel Tacoma

      Toyota Hosts Adventure Influencers at Hotel Tacoma

      Hotel Tacoma tapped into the essential “human truth” that as we age, many of us forget to play.

      More than 80 dirt-sport athletes, outdoor adventurers and social media influencers headed to the desert hills of Hualapai, AZ, for Hotel Tacoma, a three-day experience that gave a whole new meaning to the term “hotel,” and brought to life Toyota’s Play Now ad campaign for the Toyota Tacoma.

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    13. 2017 Dream Team: Five Ways to Keep Your Team on Track

      2017 Dream Team: Five Ways to Keep Your Team on Track

      Motivating your team is key to the success of any event marketing endeavor. Your team puts in long hours, spends countless nights away from home and plays a major role in ensuring the event goes off without a hitch.

      The best managers know how to keep their team going when the going gets tough, when the end seems nowhere in sight and energy starts to wane. They spark their creativity, encourage bravery and reward their efforts. They make it all worthwhile.

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    14. Going Solo: What Drives Brands to Take the Leap into Proprietary Events

      CLIF Bar’s quirky CykelScramble last year drew 8,500 spectators and 75 teams of costume-clad competitors.

      Most event marketers have enjoyed the benefits of sponsoring a vibrant event. Maybe a music festival that attracts the millennial audience they’re trying to reach, or a sporting event that draws thousands into a stadium—and their on-site activation.

      But at some point they’ve no doubt wondered—what would happen if we took all that experience and financial investment and created our own event?

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    15. Cover Story: How Live Events and Sponsorships are Elevating the Booming Esports Industry

      Cover Story: How Live Events and Sponsorships are Elevating the Booming Esports Industry

      Activision’s second Call of Duty XP convention gave fans physical experiences with digital games, on top of a live tournament and hands-on play.

      It’s one of the biggest misconceptions about gamers. That they’re solitary creatures who prefer communicating via headsets and through screens rather than in person or as a community. That they’re too young to have an impact on the market. And then there’s that pesky little over-arching belief: that gaming is, quite simply, a hobby.

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