Ian Zelaya Experiential Marketing Reporter ian.zelaya@adweek.comIan is an experiential marketing reporter at 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. Experiential The Guardian Invites Pedestrians in Berlin to Break Glass for Free Magazines One of the Guardian's first post-Brexit marketing pushes touts global news magazine with striking street placements in Berlin. CPG This DTC Natural Deodorant Brand Offers an Eco-Friendly Trade-in for Curious Consumers Each & Every launched a weeklong program that gives consumers free deodorant in exchange for their old sticks. Experiential Mercedes-Benz Canada Used 88,000 Pounds of Ice to Create Ongoing Brand Love Mercedes-Benz Canada's first #MBOwnsTheIce took over the small town of Gimli, Manitoba for two days of Canadian winter-themed experiences. Experiential Stella Artois’ Valentine’s Day Campaign Encourages Consumers to Take a Breather The Anheuser-Busch brand's new campaign includes charming ads, interactive billboards and experiential programs. Experiential Mars Wrigley and Bumble Use Experiential to Embrace Galentine’s Day The confectionery company partnered with Bumble for its third pop-up, which acknowledges that Valentine's Day traditions are changing. Legacy Brands Prepare Your Proposal—Pepsi Debuts Diamond Engagement Ring Made With Crystal Pepsi Pepsi launched an engagement ring video to accompany the social media contest, which runs through March 6. Will the Coronavirus Outbreak Mark a Tipping Point for How Conferences Address Disease? Many events hope it's a passing concern, but others are investing in screening technology. Mobile Navigating Conferences in the Time of Coronavirus As the coronavirus affects events like the Mobile World Congress, medical professionals offer tips to stay healthy at conferences. Experiential Visa Unites Women in Sports and Design at New York Fashion Week Fresh off Super Bowl sponsorship, the financial services company doubled down on New York Fashion Week activations. Experiential Retail Has Struggled but Is Using Experiential to Keep Consumers Invested Through activations and pop-ups, retail brands are hoping to garner consumer interest. 1 2 3 … 7 Next »