Brand Strategy
How K18 made its Tumblehair activation, a giant ball of actual human hair
With the help of an agency partner, the beauty brand collected billions of hair strands, sewed them together, and pushed the resulting mass through NYC.
Live Activations
Unlock the strategies driving success in live activations today. Dive into our comprehensive reporting on the technologies and creative shifts defining the industry.
Brand Strategy
Energy drink brands left the gym for the NYC marathon
Celsius and C4 Energy handed out a combined total of more than 10,000 cans over the course of the weekend as they looked to connect with runners and spectators.
Brand Strategy
Inside the making of Ramp’s viral livestream with Brian Baumgartner
The B2B expense management platform planned an experiential activation that drew some 10,000 in-person attendees.
Brand Strategy
Why some brands went beyond social to celebrate Taylor Swift’s album release
Uber Eats, Spotify, KitchenAid, and Baked by Melissa took it offline to activate around “The Life of a Showgirl.”
Brand Strategy
How Carvel created the first ice cream–dispensing billboard
The brand gave out more than 50 gallons of soft serve during a seven-hour pop-up.
Brand Strategy
IRL experiences, customer feedback, and more: CMOs on 2024’s overlooked marketing trends
In-person connections “can often drive far more impact than any CTV or digital ad spot could,” one CMO told us.
Brand Strategy
How Max put a dragon atop the Empire State Building
Marketing boss Pia Barlow shared how the warring factions of ‘House of the Dragon’ got promoted across NYC.
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