From watch parties to fan experiences, this summer brand activations (what we generally like to refer to as pop-ups) are everywhere. In the past three months alone, I’ve attended pop-ups for The Masters, Wimbledon, and The World Cup, not to mention a Knicks watch party or two that sprang up in every park and street in NYC. 

So what do brands get out of developing experiences that showcase their personality or products independently or within larger events. And, what goes into making a great experience? And finally, can B2B brands participate or is this strictly a B2C trend? 

Continue reading “The Summer of the “Pop Up”: How Brand Activations Court New and Current Customers” →