Governors Ball’s Formula for Success: Music Legends and Brand Magic
Head of partnerships Alex Joffe on curating talent like Sabrina Carpenter and creating immersive experiences.
Captivating Gen Z: How American Express Is Engaging Young Consumers
Mary Ellen Jelenek on turning the financial giant into a lifestyle brand.
How HBO Got a 270-Foot Dragon on the Empire State Building: ‘This Is F*cking Crazy’
The House of the Dragon stunt had a last-minute pivot, according to HBO and Max's evp of originals marketing.
Cicada Serenade: In an Unlikely Collab, Orkin Embraces Bugs With an Original Symphony
Orkin, better known as a bug annihilator, is uncharacteristically throwing its arms around nearly 1 trillion cicadas, “turning this shrieking invasion into a musical masterpiece."
Béis Goes Country With Pit Stop Pop-Up at Stagecoach
Festival-goers recharged in a road trip-inspired oasis of cool bags and cocktails.
Glamorous Rest: Unisom and Christian Siriano Host Slumber-Themed Met Gala Parade
The Martin Agency helps the brand put the 'beauty' in sleep on fashion's biggest night.
Inside Pinterest’s Mission to Take Over the Desert
The Coachella activations in April enabled visitors to personalize festival trends.
Inside Heineken’s 22-Year Partnership With Coachella, ‘Gen Z’s Super Bowl’
With a new multi-year deal, the beer giant fine tunes its activation at 'Gen Z's Super Bowl.'
Field & Stream Is Expanding Its Brand Across Hotels, Festivals and Merch
The 153-year-old publisher Field & Stream recently unveiled a hotel concept and music festival, among other extensions.
Making People Feel Special Is What Fri Forjindam Does Best
In addition to chief development officer of Mycotoo, she has another title: vibe curator.
Lindt Hosts a Lavish Bunny-Themed Getaway As it Eyes U.S. Expansion
Lindt invited fans to stay in an Easter-themed vacation rental as it expands in the U.S. market.
Publisher GMG Reimagines Experiential With Its Events for Content Model
The novel concept, tied to buzzy cultural moments, combines influencer marketing with branded content.
Inside SXSW 2024 Brand Activations: Prime Video, Paramount+, Delta and More
Austin, Texas, is brimming with brand activity this week as South by Southwest (SXSW), the annual series of festivals and conferences, takes over the capital city.
How Pabst Blue Ribbon Beer Will Revive Its Portland Music Fest After 7 Years
Billy Idol, T-Pain, Violent Femmes and Big Thief are among the performers set for Project Pabst, which returns to Portland after a seven-year break.
Papa Johns Gave Away $58,000 Pizzas During Super Bowl 58
The marketing stunt is some of the first work from creative AOR The Martin Agency.