Insights
In the mercurial world of the beauty industry, launching a new product is trickier than applying eyeliner in the back of a moving Uber. With trends changing almost overnight, brands are increasingly realising that standing out requires more than just a good formula. This is why when Urban Decay brought…
When Netflix unveiled its sprawling experiential marketing tie-ins for Squid Game 2, it didn’t just turn heads, it brought traffic to a screeching halt. In this blog, we also hear from Fieldwork, the experts behind the Nordic activations and also part of the 27Names network, on how they brought the…
Another year, another retrospective. This time last year we made some confident predictions about the brand experiences in the year to come, and today is no different: we’ll again be building on our crystal ball-gazing for 2025 by picking over the tea leaves of 2024. It is almost a…
As we move through the final stretch of 2024, it feels like the perfect time to reflect on some of the year’s biggest experiential marketing trends. So long general election. Farewell Olympics. Adieu Ticketmaster’s queue-to-get-into-the-queue for Oasis tickets. Back at the start of 2024, we identified several trends we believed…
When the world of Oz descended into our lives courtesy of the new Wicked movie, it didn’t come with a film alone, it conjured up a whole cultural phenomenon. Starring Ariana Grande and Cynthia Erivo, Wicked set a new benchmark for tie-ins and experiential marketing. From green-hued Starbucks drinks to…
