Find experiential marketing news from industry experts at Adweek. Read about the latest trends and gain insights on experiential marketing campaigns that are making headlines.

Experiential marketing is a marketing strategy that engages consumers using a brand experience. Often called live or event marketing experiences, experiential marketing works by turning ads into immersive experiences. What better way to keep up with the latest trends in experiential marketing than by learning from those who are making a splash with it?

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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.

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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.

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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.

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How The NFL Gave Back to Las Vegas Artisans With Origins Merch Pop-Up

The league partners with agency Six Degrees to spotlight Las Vegas artists during Super Bowl 58.

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Ashley Pulled Out All the Sofas for Super Bowl Restaurant Takeover

The furniture maker hosted country music shows in a Las Vegas lounge.

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How Gatorade Debuted Its New iD Membership Program In Las Vegas During the Super Bowl

Gatorade is at the center of PepsiCo's performance and wellness universe, and now it has a membership program.

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Get Married in Cheetos Chapel and Walk the Chip Strip: Inside Frito-Lay’s Super Bowl Experience in Las Vegas

PepsiCo brands have a major presence in Vegas. Cheetos chapel, Tost by Tostitos.

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As the Sundance Film Festival’s Loyal Attendees Age, It’s Marketing to Millennials and Gen Z

The Sundance Institute launched a 2024 film festival marketing plan to grow its 18-to-34 year old fan base.

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Brands Thrive on Consistency. Retailers Need Something Else

Winning loyalty requires a very different strategy for stores.

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Q&A: Cotopaxi CBO Brad Hiranaga Details Why It Sponsored Sundance’s Iconic Director’s Jackets

Cotopaxi’s chief brand officer, Brad Hiranaga, spoke with ADWEEK about his first partnership with the Sundance Institute, and what’s next for the Utah-based brand.

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4 Super Bowl Events in 36 Hours for Medium Rare Feature Plenty of Star Power

Super Bowl activations for Shaq, Gronk, Guy Fieri and Sports Illustrated bring out the brands.

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Sundance Film Festival: How Brands Are Activating in Park City

Adweek's guide to the brand activations and agency work in Park City.

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Adweek’s 2023 Experiential Awards: Standout Activations Making Their Mark

These live events and experiences made leaving the house worth it.

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Jack Morton Is Adweek’s 2023 Experiential Agency of the Year

Plus, Shelley Elkins wins Executive of the Year for her purpose-driven work.

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Experiential Enters Its Renaissance Era as Brands Take Bigger Swings

Activations of every stripe helped broaden the definition of experiential marketing in 2023.