JetBlue Brings the Mint Experience to the Golf Course

JetBlue, in its ninth year as title sponsor of the JetBlue Swing For Good Golf Classic fundraiser, freshened up its annual golf outing with a cool, minty flavor. The airline, which offers travelers a premium Mint travel option with lie-flat...

JetBlue, in its ninth year as title sponsor of the JetBlue Swing For Good Golf Classic fundraiser, freshened up its annual golf outing with a...

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Le Méridien Marks International Coffee Day With Pop-up Cafe

If there’s one thing the world can agree on, it’s that coffee is worth celebrating. And for luxury hotel brand Le Méridien Hotels & Resorts, whose 100-plus properties each boast a coffee “Hub,” that’s an understatement.

If there’s one thing the world can agree on, it’s that coffee is worth celebrating. And for luxury hotel brand Le Méridien Hotels & Resorts,...

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LA VICTORIA Celebrates 100 Years With Private Dining Events

It’s no easy feat capturing the essence of modern West Coast living, but salsa brand LA VICTORIA managed to pull it off just in time for its 100th anniversary. The brand, which introduced the first jarred salsa product to the U.S....

It’s no easy feat capturing the essence of modern West Coast living, but salsa brand LA VICTORIA managed to pull it off just in time...

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Fuso Builds a Positive Energy Station to Promote the eCanter

Product launches in the trucking industry typically take place in a convention center or even at the factory. But for Mitsubishi Fuso, a division of Daimler and maker of the first mass-produced zero-emission truck, the eCanter, that just wasn’t going...

Product launches in the trucking industry typically take place in a convention center or even at the factory. But for Mitsubishi Fuso, a division of...

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Tequila CAZADORES’ ‘Bodega Bites’ Taps Into Taco Tuesday

Tapping into the red-hot Taco Tuesday trend, Tequila CAZADORES is spicing up three major markets with its Bodega Bites event series. As other brands latch onto fleeting culinary concepts (looking at you, Unicorn Frappuccino), the brand is paying homage to...

Tapping into the red-hot Taco Tuesday trend, Tequila CAZADORES is spicing up three major markets with its Bodega Bites event series. As other brands latch...

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Nine Ways to Make Your Sampling Strategy Sizzle 

When it comes to marketing food and beverage products, experiential is quickly becoming the modern CPG brand’s bread and butter. There’s no better way to tout the unique flavor of a product, after all, than by letting consumers try it...

When it comes to marketing food and beverage products, experiential is quickly becoming the modern CPG brand’s bread and butter. There’s no better way to...

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Tractor Supply Tour Brings the In-Store Experience to Life

Fun games, an essay contest and a bucking bull photo op are just some of the new engagements on this year’s Tractor Supply Fair Tour and Experience, an interactive mobile tour making its way to the country’s two largest state...

Fun games, an essay contest and a bucking bull photo op are just some of the new engagements on this year’s Tractor Supply Fair Tour...

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Bumble Hooks New Yorkers With ‘The Great Catch’ Food Truck

Dating app Bumble let the cat out of the bag on its new photo verification feature Sept. 7-10 with a tongue-in-cheek pop-up food truck experience that traveled through New York City and Brooklyn. Dubbed “The Great Catch,” the activation brought...

Dating app Bumble let the cat out of the bag on its new photo verification feature Sept. 7-10 with a tongue-in-cheek pop-up food truck experience...

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Four Ways to Leverage Augmented Reality in Events

As far as event technology goes, it’s safe to say that virtual reality has dominated the scene over the last few years, transporting consumers to exotic travel destinations and offering front row seats to previously unexplored environments. But while VR...

As far as event technology goes, it’s safe to say that virtual reality has dominated the scene over the last few years, transporting consumers to...

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Air Haptics Fuel American Express’ US Open Sponsorship

For 24 years, veteran US Open sponsor American Express has strived to bring consumers and cardmembers closer to the game of tennis by delivering exclusive access and implementing cutting-edge technology.

For 24 years, veteran US Open sponsor American Express has strived to bring consumers and cardmembers closer to the game of tennis by delivering exclusive...

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Cheetos Activates The Spotted Cheetah Pop-Up Restaurant

The Spotted Cheetah, a Cheetos pop-up restaurant that opened in New York City’s Tribeca neighborhood Aug. 15-17 at the close of Restaurant Week, is the latest in a series of activations designed to extend the Cheetos brand experience beyond just...

The Spotted Cheetah, a Cheetos pop-up restaurant that opened in New York City’s Tribeca neighborhood Aug. 15-17 at the close of Restaurant Week, is the...

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Behr Reveals its 2018 Color of the Year with a Pop-Up Home

It’s not easy to judge a paint color by its swatch, so in announcing its first-ever 2018 Color of the Year, Behr Paint constructed a Pop-Up Trend Home in New York City’s bustling Grand Central Terminal. The activation on Aug....

It’s not easy to judge a paint color by its swatch, so in announcing its first-ever 2018 Color of the Year, Behr Paint constructed a...

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‘Mr. Mercedes’ Series Themes Come to Life at Comic-Con

“Mr. Mercedes,” the killer new series on AT&T’s Audience Network based on the best-selling Stephen King novel by the same name, in July also made a killer impression at Comic-Con International: San Diego. The drama, which debuted on Audience Network...

“Mr. Mercedes,” the killer new series on AT&T’s Audience Network based on the best-selling Stephen King novel by the same name, in July also made...

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Global Event Campaign: How AOL and Yahoo Merged as Oath

AOL is one of the internet’s oldest brands and Yahoo is one of the most recognizable brands of the digital era. Both now live under parent company Verizon, and both have multiple brands and extensions underneath them. So, when it...

AOL is one of the internet’s oldest brands and Yahoo is one of the most recognizable brands of the digital era. Both now live under...

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American Express’ Hospitality Experience Rocks Panorama

Delivering one of its largest music-based experiences to date, American Express rocked the Panorama Music Festival for a second year with a two-story hospitality tent, a flock of lifestyle influences and a retro vibe. The brand served as a primary sponsor of...

Delivering one of its largest music-based experiences to date, American Express rocked the Panorama Music Festival for a second year with a two-story hospitality tent, a flock...

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Tips for Reimagining B-to-B Events From C2 Montréal

Acrobats and clowns perform between sessions. Brainstorming discussions are held in chairs suspended 30 feet in the air. A vintage Airstream trailer serves as a networking venue. Welcome to C2 Montréal, a three-day conference that aims to merge commerce and...

Acrobats and clowns perform between sessions. Brainstorming discussions are held in chairs suspended 30 feet in the air. A vintage Airstream trailer serves as a...

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How Three Brands are Disrupting the Wedding Industry

Ahhh… wedding season. The beautiful bouquets. The heartfelt vows. The unsolicited advice from overbearing mothers. Getting hitched these days involves a lot of moving parts—and event marketers are taking note. While couples are busy planning their big day, savvy brands...

Ahhh… wedding season. The beautiful bouquets. The heartfelt vows. The unsolicited advice from overbearing mothers. Getting hitched these days involves a lot of moving parts—and...

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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...

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....

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Warner Bros to stage immersive horror experience

Warner Bros is set to stage an immersive horror experience in east London to promote its latest film in The Conjuring series, Annabelle: Creation.  Warner Bros has teamed up with New Line Cinema to launch an immersive experience for new...

Warner Bros is set to stage an immersive horror experience in east London to promote its latest film in The Conjuring series, Annabelle: Creation.  Warner...

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NESCAFÉ Ditches the Baristas at its Coffee Taproom

For consumers who’ve grown tired of the long lines, complicated menus and pretentious baristas associated with modern cafés, a new kind of coffee shop experience has arrived: the NESCAFÉ Coffee Taproom. Open on Toronto’s trendy Queen Street through July 12,...

For consumers who’ve grown tired of the long lines, complicated menus and pretentious baristas associated with modern cafés, a new kind of coffee shop experience...

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IZZE FUSIONS’ Sampling Tour Gives Teens a Taste of AR

IZZE FUSIONS, a new PepsiCo-owned beverage that hit retail shelves in March, has launched a summer sampling tour that gives teens a taste of augmented reality as well as its “sorta juice, sorta soda, sorta sparkling water” fruit flavors. The...

IZZE FUSIONS, a new PepsiCo-owned beverage that hit retail shelves in March, has launched a summer sampling tour that gives teens a taste of augmented...

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puma

Puma Launches Its NETFIT Lacing Technology

PUMA on May 4 introduced its NETFIT lacing technology and from the reveal of the new tech by the world’s fastest man, Usain Bolt, to an on-site Lacing Lab, the event’s array of engagements offered attendees a glimpse...

  PUMA on May 4 introduced its NETFIT lacing technology and from the reveal of the new tech by the world’s fastest man, Usain Bolt,...

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Bacardi and Major Lazer Rock the ‘Sound of Rum’

Bacardi on Memorial Day weekend kicked off a one-year partnership with EDM trio Major Lazer that unites each of them in the island vibe tied to their roots. Called “Sound of Rum,” the collaboration will take many forms. Major Lazer...

Bacardi on Memorial Day weekend kicked off a one-year partnership with EDM trio Major Lazer that unites each of them in the island vibe tied...

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In NESTEA’s Tiny House, Sampling and ‘Living Simply’

Summer is the perfect time to slow down, enjoy a cool, refreshing drink and to think about the simple life, which is what NESTEA on May 17 offered New Yorkers in Herald Square with its 200-square-foot tiny house and samples...

Summer is the perfect time to slow down, enjoy a cool, refreshing drink and to think about the simple life, which is what NESTEA on...

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How Event Furniture Trends Help 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...

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...

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Alcohol Sampling in The Glenlivet Dram Room Activation

To change the perception that Scotch is enjoyed most often in intimate settings and leather armchairs, The Glenlivet deployed its alcohol sampling pop-up Dram Room, designed to show consumers how the product is for all palates and all occasions. The...

To change the perception that Scotch is enjoyed most often in intimate settings and leather armchairs, The Glenlivet deployed its alcohol sampling pop-up Dram Room,...

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How to Optimize Event Footprints for Instagram

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...

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...

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EMS 2017: Adobe’s Five Pillars of Experiential Marketing

Ever wonder how a company that is all about digital brings that to life through event marketing? At Adobe, the strategy revolves around five pillars—design, community, engagement, data and culture—concepts that Alex Amado, VP-experience marketing at Adobe, discussed as keynote...

Ever wonder how a company that is all about digital brings that to life through event marketing? At Adobe, the strategy revolves around five pillars—design,...

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Kashi Promotes Certified Transitional Label With ‘Anti-Booth’

As the world becomes increasingly more health-conscious, certification standards like USDA Organic or Non-GMO are becoming a regular part of our vernacular. But the Certified Transitional initiative is still a question mark for most consumers

As the world becomes increasingly more health-conscious, certification standards like USDA Organic or Non-GMO are becoming a regular part of our vernacular. But the Certified...

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Auto Shows: Six Lessons for Event Marketers

The 2017 New York International Auto Show, which took place over 10 days in April at the Jacob Javits Center in Manhattan, displayed the latest in roomy SUVs, crossovers and trucks, luxury sedans, souped-up muscle cars and all the glitz...

The 2017 New York International Auto Show, which took place over 10 days in April at the Jacob Javits Center in Manhattan, displayed the latest...

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Six Steal-Worthy Ideas From the C2 Montréal Conference

C2 Montréal, an immersive three-day event that merges commerce and creativity to “challenge the future of business,” is not your typical conference. For one, it’s held in a sprawling art gallery and expo hall that offers provocative works of art...

C2 Montréal, an immersive three-day event that merges commerce and creativity to “challenge the future of business,” is not your typical conference. For one, it’s...

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digital

High-Tech Measurement Strategies Are Transforming the Event Marketing Landscape

In the era of smartphones, smart homes, smart cars and smart everything, event marketing has gotten smarter, too. Savvy event marketers of all stripes, from automotive to retail, banking to the beverage, are incorporating virtual reality, biometrics, wearables...

  In the era of smartphones, smart homes, smart cars and smart everything, event marketing has gotten smarter, too. Savvy event marketers of all stripes,...

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