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?

Alt Image Text

Uber Eats and PetSmart’s Animal (Open) House a Treat for Pet Owners 

Uber Eats and PetSmart partnered to open 'The Best Pet House Ever.'

Alt Image Text

Dove Crashed Fashion Week With a Call to ‘Free the Pits’

Leave it to Dove to turn a taboo subject into a teachable moment in its ongoing quest to redefine beauty standards. That the brand managed to do so during notoriously [...]

Alt Image Text

Aerie Builds an Offline Marketplace for Other Brands to Connect With the TikTok Generation

The clothier is banking on the value of shared space to build community.

Alt Image Text

Brands Beneath the Stars: Marketers Help to Reinvent the Drive-In

The modern-day outdoor theater presents unique opportunities for experiential and out-of-home marketing.

Alt Image Text

Fancy Feast Threw a Party for Cat Lovers Who Don’t Usually Meet IRL

The brand’s latest activation connects feline fans while serving up treats inspired by cat food.

Alt Image Text

Only Murders in the Building’s New Escape Room Creates a Great Escape for Fans

Exclusive: The announcement comes ahead of the Hulu show's Season 3 premiere.

Alt Image Text

Come on Barbie: The Movie’s Best Marketing Stunts

Adweek rounds up six of the most memorable marketing activations for the Barbie movie

Alt Image Text

The Brand Home Is the Flagship Store’s Next Evolution

Telling a story is so yesterday—let your customers touch it, too.

Alt Image Text

Bases Loaded for Major League Baseball’s European Expansion

MLB executives Karin Timpone and Ben Ladkin share details on how its aims to widen the sport's appeal.

Alt Image Text

Brands That Balance Vibes and Value for Festival Season Can Win Over Passionate Crowds

Marketers meet Coachella crowds in the metaverse, Stagecoach campers at showers, and SXSW guests on the ride home.

Alt Image Text

Your Next Airbnb Stay Could Be at Barbie’s Malibu Dreamhouse

The life-size version of the toy mansion is available to reserve ahead of the Barbie movie.

Alt Image Text

DTC Luggage Brand Away Uses AI to Inspire Real Vacations

The campaign demonstrates that no matter how wild an AI dreamscape may be, there’s a real-world destination that’s just as incredible.

Alt Image Text

Meow Wolf Taps Into ’90s Mall Culture to Hype Its New Exhibit

A short film called "Come Find Yourselfs At The Mall" anchors a campaign that includes quirky experiential, billboards, pop-ups and other activations from Meow Wolf’s in-house team and independent ad [...]

Alt Image Text

Why BMW Is Resurrecting Its Bond-Style Short Movies

Stefan Ponikva, vp and president of brand communication and brand experience, discusses the company's engagement plan.

Alt Image Text

3 Concrete Ways to Measure Experiential Effectiveness

Technology has fundamentally changed our ability to gather data from experiences, making it easier to measure the effectiveness of activities, both for people who participate and those who are reached [...]