Ian Zelaya

Ian Zelaya

Ian is an experiential marketing reporter for Adweek where he covers brand activations and experiential trends. Previously, he was an editor for BizBash where he covered events such as CES, Sundance Film Festival, NYC Pride, and C2 Montréal. Originally from Maryland, Zelaya also was a reporter for Baltimore Style magazine and Washington Jewish Week. He has a degree in mass communication from Towson University and lives in Brooklyn.
a theater marquee for a screening of the l word reboot series

Inside Showtime’s Huge Experiential Marketing Push for The L Word: Generation Q

The network has partnered with media companies, retailers and more for activations and product launches to mark the return of the series.
An image of two people in the distance with text that says "Color of the Year 2020," "Pantone" and "Classic Blue 19-4052"

Classic Blue Is Pantone’s 2020 Color of the Year

Pantone describes its 21st Color of the Year as calming and timeless.
a room with pedestals holding giant mittens and electronic boards inviting people to donate

Facebook Invites People to Fundraise IRL at Holiday Pop-Ups

The social platform launched festive pop-ups in New York, Chicago and Los Angeles that invite people donate using QR codes.
Product shot of Serta sneaker on top of a block of ice

Serta Brings Mattress Comfort to New Sneaker

The mattress company's iC1 sneaker will be sold online and in select Urban Necessities retailers.
a burger king restaurant with the sign changed to burger town from call of duty

See How Burger King Transformed Into Call of Duty’s Burger Town

Activision and Burger King's replica of the virtual fast food franchise Burger Town included an on-site gaming hub.
a hot air balloon surrounded by tents

Amazon Creates a 19th-Century Traveling Carnival to Promote The Aeronauts

Amazon Prime Video launched a six-city tour that includes hot air balloon rides, hypnosis shows and a phonograph DJ booth.
Nickelodeon store

Viacom Launches Its First Branded DTC Online Shops

Viacom's new direct-to-consumer program includes online shops for SpongeBob Squarepants and classic MTV shows, and a Nickelodeon pop-up.

For 10th Small Business Saturday, American Express Opens AR Experience in Retail Tech

The brand is celebrating the 10th anniversary with a consumer experience, vacant storefront ads and a new Lin-Manuel Miranda spot.
Cardi B on the phone holding a pepsi on the other hand

Step Inside Cardi B’s Twerk Shop in Pepsi’s New Holiday Ad

Cardi B is all about giving cash for the holidays in Pepsi's digital ad and a TV spot that will begin airing on Thanksgiving.
Overhead shot of a Thanks giving dinner with food from Taco Bell

Friendsgiving’s Popularity Has More Brands Engaging Consumers Around the Unofficial Holiday

Thanksgiving alternative inspires experiential and social campaigns by brands including Taco Bell, Grey Goose and Sabra.