This week’s hot takes on hot topics in experiential marketing cover Clean Machines, glam trucks and the Gimme Gummy Bar.

BEAUTY FANS BELLY UP TO THE GIMME GUMMY BAR IN L.A.

Surviving the news cycles this year has felt more like an Olympic sport than anything that happened at Milano-Cortina 2026.

It’s no wonder, then, that the “Gimme Gummy” trend, an ASMR-inspired aesthetic defined by its flexible textures, glossy finishes, rubberized details and tactile nature, was a top trend in the 2026 Pinterest Predicts report. While driven by Gen Z, the trend signals a broader consumer shift towards creature comforts, customization and sensory play, as consumers respond to overstimulation and trend fatigue.

And NYX Professional Makeup wasted no time getting beauty fans hyped for Gimme Gummy as a key 2026 beauty theme with the two-day Gimme Gummy Bar. Together with Pinterest, the brand from Feb. 20-21 hosted an activation in L.A. that not only offered some serious experience-design eye candy, but gave consumers a hands-on, customizable experience steeped in the trend.

Attendees crafted personalized bag charms at the Chewy Charm bar, sampled NYX’s newly launched Jelly Job lip gloss products, snapped photos in curated settings and indulged in sweet treats at a gummy candy bar. Lip gloss and gummy bears? Take all of our money. (Agency: NVE Experience Agency)

Photos: Courtesy of Pinterest

CREATORS TAKE THE SPOTLIGHT AT TIKTOK’S GLOBAL LIVE FEST

Influencers live in a whole realm of their own. Look no further than TikTok’s Global Live Fest, an annual event dedicated to celebrating the achievements of top creators (and their communities) on TikTok Live, a feature that allows users over the age of 18 with 1,000-plus followers to interact with their communities in real time via livestreams. Following a series of in-app creator competitions, Global Live Fest serves as the yearly culmination of a tastemaker showdown.

This year’s event, hosted Feb. 12 at Planet Hollywood in Las Vegas, attracted more than 600 creators from 45 countries—not to mention the 4 million people who tuned into the live broadcast—for a conference and awards show that shined a light on the best of TikTok Live creator content and community interactions from the past year.

Multi-hyphenate actress and entrepreneur Keke Palmer served as the evening’s lively host, while singer Demi Lovato gave a closing performance featuring some of her biggest hits, plus tracks from her newest album.

But that’s not all, folks. The festivities actually got started ahead of Global Live Fest on Feb. 9 with Regional Live Fest, an event for U.S.-based TikTok Live creators held at Area15 in Vegas that featured an appearance by dj Steve Aoki, who received the Entertainment Live of the Year Award.

Beyond Vegas, TikTok hosted nine regional Live Fest events around the world, from Dubai to Rome to Seoul, honoring the impact of creators on their respective follower communities. (Agency: Seen Presents)

Photo credit: Seen Presents

SEPHORA AND TNT SPORTS DELIVER GLOW-UPS ON THE GLAM ROOM BUS TOUR

Alternative sports leagues are gaining traction, and the savviest of brands are making moves to capitalize on the properties’ growing fandoms.

Take Sephora and TNT Sports, official partners of Unrivaled, a professional 3 vs. 3 women’s basketball league founded by two WNBA stars. As part of the sponsorship, the brands on Feb. 20 launched the Glam Room Bus Tour, a mobile experience that brings the permanent Sephora Glam Room located at Unrivaled’s Miami headquarters directly to fans around South Florida.

The tour’s custom-built, glass-paneled mobile unit is packed with activities that span pro beauty stations, product sampling, personalized services, exclusive giveaways and curated photo ops, allowing fans to get the player treatment for a day.

As part of the campaign, the brands are also crafting opportunities for behind-the-scenes coverage from the tour to be included in TNT Sports’ Unrivaled broadcast coverage, and Bleacher Report social platforms.

From Sephora Arena to the University of Miami, the co-branded Glam Room Bus Tour will hit a variety of locations through the remainder of the league’s 2026 season, which wraps on March 4. Talk about an alley-oop. (Agency: Digitas)

Photo: Courtesy of Sephora

SEEING IS BELIEVING INSIDE CASCADE’S LARGER-THAN-LIFE DISHWASHER

Have you ever wondered what it would be like to step inside your dishwasher? Nope, us neither.

But we have to say, many of the influencers who walked through Cascade’s “Clean Machine” experience at the Florida State Fair (Feb. 14-15) genuinely seemed to enjoy it. And the sensory installation wasn’t a one-off endeavor. Rather, the dishwasher detergent brand is rolling out a full Clean Machine tour that is slated to make stops across the U.S. this year.

In an effort to “unshroud the mystery” of what happens inside a dishwasher when its Platinum Plus product kicks in, Cascade is inviting consumers to step into the interior of a larger-than-life dishwasher to watch a full cycle powered by the product, and the science behind it. The experience comes to life through large screens that offer close-up views of the process, along with oversized dishwasher-rack installations filled with dishes, mugs and pans.

Beyond the Clean Machine, consumers at the State Fair could snap photos with giant props, enter to win a new GE Profile dishwasher, play a Spin the Plate game to score Cascade samples and swag, like water bottles and sweatshirts, and even meet Reggie the Repairman, the star of the brand’s newest tv campaign, who was available to answer any burning dishwashing questions.

Image: Courtesy of Procter & Gamble

LANEIGE LINKS PRODUCTS WITH PLAYLISTS AT ITS POP-UP BEAUTY STUDIO

Competition among beauty brands is fierce, but Laneige was well-equipped for the mindshare battle from Feb. 5-6 as it celebrated the launch of the JuicePop Box Lip Tint in NYC with a personalized, music-driven activation dubbed the JuicePop Box Studio.

The pop-up gave visitors a chance to explore eight Lip Tint shades through the lens of music via a sensory journey that matched each tint with its own genre and playlist. The idea? To make finding a new shade as exciting as finding your next favorite song. And music was woven throughout the experience, right down to playlist prompts at the brand’s dedicated shade stations.

The space also operated as a content studio, with plenty of shareable design elements on hand, from a record wall to oversized product installations, that begged to be captured. A traditional photo booth that yielded physical prints was also in the mix, along with branded refreshments and skincare giveaways. Juicy. (Agency: CNC Agency)

Photo credit: CNC Agency

More from The Brief:

• The Brief: Drive-Thru Pit Stops and Traveling Basecamps
• Watch: January 2026 Experiential News Commentary

The post The Brief: Clean Machines and Gummy Bars appeared first on Event Marketer.

CROWN ROYAL’S MARQUIS MOMENTS

Crown Royal Marquis unveiled a nationwide “Marquis Moments” campaign during NYFW 2026 with a pop-up event on Feb. 11 that paid homage to nightlife culture. The experience marked the kickoff of the multicity Soulection Tour, an event series that’s celebrating 15 years of artist collective Soulection, and its contributions to global music culture.

Crown got the evening started with a co-branded capsule drop hosted in collaboration with fashion label Purple Brand at the retailer’s SoHo location. Then, it was on to late-night eatery Scarr’s Pizza. Along the way, a few blocks from the restaurant, the window displays of an electronics store were taken over with old-school TVs, each bearing the Crown Royal Marquis name and logo to tease the pop-up.

At Scarr’s, Crown had completely transformed the space into a mini branded nightclub featuring Crown Royal Marquis cocktails, surprise dj sets from Soulection founder Joe Kay and producer Chase B, and plenty of slices of za served in custom boxes.

Upcoming Soulection Tour stops include Los Angeles, Houston and Chicago, with more planned throughout the year. Each event is designed to “reflect the spontaneity of nightlife” and the dj community. (Agency: This & That)

Photos: Courtesy of Crown Royal Marquis

IDAHO POTATO COMMISSION’S HAUTE POTATO COLLECTION

In recent years, we’ve seen Goldfish crackers encased in a glass purse and a Hidden Valley Ranch apparel collection enter the NYFW chat. This year, it was the Idaho Potato Commission’s (IPC) time to shine.

The organization took over part of NYC’s Grand Central Terminal on Feb. 11 to deliver a pop-up runway show that had models donning its Haute Potato Collection, a real-deal clothing line that encompasses gowns, suits and “architectural details”—and is entirely fashioned from burlap Idaho potato sacks.

It seems the IPC took its style cues from Marilyn Monroe, who famously wore an Idaho potato sack in 1951. Flash-forward 75 years, and the very same material returned to the runway, this time reimagined by Idaho-born designer Cartier Dior Eliasen.

Beyond the catwalk, the organization, in partnership with Grand Brasserie, served up innovative, Idaho potato-centric hors d’oeuvres that underscored the clothing collection’s themes of craft and origin.

The activation, however, wasn’t just a splashy stunt; it was designed to boost awareness of No Kid Hungry, a national campaign working to end childhood hunger. To that end, the IPC auctioned off select dresses from the new line and donated the proceeds to the nonprofit.

Photo: Courtesy of the Idaho Potato Commission

JINX’S PURRFECT MATCH

To launch its new cat food line, Jinx took advantage of the overlap between NYFW and Valentine’s Day with The Purrfect Match, an invite-only event in NYC hosted in collaboration with global creator Tinx.

The strategy was derived from the cultural insight that cat ownership is often viewed as the “ultimate” green flag in the dating world, with touchpoints to match. Like custom Green Flag/Red Flag scratch-off cards that revealed playful dating and personality traits through the eyes of a feline.

There was also the Kitty Corner, where attendees could play with rescue kittens from Animal Haven NYC. Those who spent time with the kittens scored a “Green Flag Certified” card, while anyone who adopted a kitty was gifted a free year’s supply of Jinx cat food.

Other highlights spanned an Illustration Station offering personalized live portraits of attendees’ pets; a roaming Lint Roller Attendant; a fashion-centric Kitty Klaw claw machine; and a pool table transformed into a product installation with nods to cat parenthood, from perch structures to allergy meds and bandages styled in brass bowls to branded matchboxes to a three-tiered cake. (Agencies: Sterling Social, production; PR Dept Inc. and Manifest, p.r.)

Photo credits: Middle Grey Studios; BFA

L’AGENCE X GOOGLE’S DREAM CLOSET

Women’s fashion brand L’Agence is a NYFW veteran, and for 2026, the company upped the ante through a partnership with Google. With the help of Google’s generative AI try-on tool, the brand on Feb 11 activated a futuristic “dream closet” experience that merged fashion, tech and commerce, and helped take the guesswork out of shopping for the editors and creators in attendance.

In a sleek, white and gold environment, attendees were invited to use the virtual try-on tech to upload a photo of themselves, and virtually experience 10 looks from L’Agence’s Fall ’26 Presentation in real time, and pre-order items on the brand’s website.

According to a statement from L’Agence ceo Jonny Saven, “Today, fashion is about how a woman experiences a brand, not just the product itself… By incorporating AI-powered virtual try on with our Fall 2026 launch, we’re turning inspiration into something immediate, personal and interactive.”

Photo credit: Madison McGaw/BFA

NUDESTIX CAFÉ

The beauty-themed café trend is still going strong, and Nudestix tapped into the approach on Feb. 11 for NYFW with the Nudestix Café pop-up at Fellini Coffee in the West Village. In the morning, the space was open to influencers and media, who were treated to breakfast, touch-ups and a masterclass by celebrity makeup artist Brittany Whitfield, in partnership with Ulta.

The café was then open to the public, with the first 50 people to arrive on-site scoring two Nudestix Blush Tint shades. Those who stopped by could try a limited-edition Nudestix “Sweet Cheeks Pollen” coffee beverage, and anyone who purchased a Fellini drink and signed up to be part of the Nudestix community walked away with one free Blush Tint.

TARGET’S SPRING BEAUTY STUDIO

Target has unleashed its largest spring beauty rollout to date, with nearly 3,000 new products and 60-plus new brands for consumers to explore. So to celebrate and showcase what’s next in the space, the brand hosted the Target Spring Beauty Studio experience on Feb. 11 at its concept store in SoHo.

The activation was part education, part hands-on discovery, with dedicated vignettes and touchpoints spanning expert-led beauty sessions, professional touch-up bars and trend-forward fashion showcases. Attendees could stop at the Your Aura Touch-Up Bar for quick, upscale beauty refreshes provided by celebrity makeup artists, hair stylists and fashion pros who helped participants find the right palette to complement everything from their makeup to their jewelry.

There were also live demos, during which experts, like the ceo and founder of Camille Rose, demonstrated beauty techniques and illustrated how their products enhance hair texture, skin and glow. In addition, the Broadway Beauty Bar featured launches across makeup, hair, skin and fragrance, and now sits permanently at Target’s SoHo location.

Rounding things out was a fashion showcase on spring trends hosted by Cosmopolitan’s Julee Wilson, and Kahlana Barfield Brown, founder and designer of KBB by KAHLANA, who, during the event, debuted her style edit, which will live at Target SoHo.

Photo credit: Bryan Bedder & Ilya Savenok/Getty Images

SENSODYNE’S BRANDED LOUNGE AND RESTROOM  

To celebrate both NYFW and The Cut’s Spring Fashion Issue, editor-in-chief Lindsay Peoples hosted a pop-up experience on Feb. 12 at The Blond featuring Sensodyne as the event’s sponsor, and dj duo The Misshapes as the evening’s performers. 

Having just launched its Clinical Repair toothpaste, designed to repair sensitive teeth, Sensodyne leveraged its sponsorship to hype the new product. For one, the brand provided a “repair and reset” lounge featuring soft lighting and music, an ice sculpture, calming visual projections and signature cocktails and mocktails that gave attendees a reprieve from the party atmosphere.

Sensodyne could also be found in the restroom. The branded environment offered another touchpoint that promoted the toothpaste via samples, mirror and wall decals, attendants distributing hot towels, and other surprise-and-delight moments. (Agency: C. O’Neil Productions)

Photo credit: BFA

TRESEMMÉ’S A-LIST SALON

Longstanding NYFW partner TRESemmé took a more extended approach to the event than other brands, popping up for six full days in SoHo from Feb. 11-16 with the A-List Salon. While the appointment-only experience was mostly available to media and influencers for complimentary hair-styling, the brand also opened up the activation to consumers for the day on Feb. 14.

Those who visited the upscale black and gold space were treated to hair touch-ups with the brand’s A-List Collection, NYFW-inspired photo moments, gourmet hot chocolate and TRESemmé giveaways. Ooh la la. (Agency: Mirror NYC)

Photo credit: Eduardo Perez

VITAL PROTEINS’ DINER

The countless makeup artists, hair stylists, estheticians, nail techs and backstage crews that make Fashion Week runway shows possible tend to run on fumes as early mornings and late nights are a standard part of the gig. So to keep the behind-the-scenes teams fueled up, Vital Proteins activated The Vital Diner pop-up from Feb. 10-11, and leveraged a partnership with mega-star makeup artist Patrick Ta.

The Vital Diner was open to the public, with seating available on a first-come, first-served basis. Fashion Week professionals, however, scored expedited entry. And with its collection of collagen powders that blur the lines between beauty and wellness, the brand was well positioned to make its mark on NYFW insiders and consumers.

The free, sit-down dining experience was anchored by a full menu of elevated, diner-inspired items infused with Vital Proteins’ Collagen Peptides (think: Haute Lattes, Power Stack Pancakes and Avo-Aesthetic Toast). And with the products’ promise to help users “look, move and feel their best,” the brand was able to clearly map back to its goal of keeping backstage Fashion Week crews on their A-game.

Beyond the f&b, the diner experience featured the Vital Photobooth, the Power-Up Powder Room for quick glam touch-ups and the space to reset and recharge.

The partnership with Ta came to life through a custom “BE GOOD” smoothie served up at the diner that embodied his “glow ethos,” as well as a VIP event at the diner hosted by the makeup artist. (Agency: CNC Agency)

Photo credit: Luis Antonio Ruiz

From the NYFW Archives:

• 10 NYFW 2025 Activations: Tailgates, Bodegas and AI Newsstands
• NYFW 2025: How Non-endemic Brands are Crashing the Runway

The post How Brands Swapped the Runway for Pop-up Events During New York Fashion Week appeared first on Event Marketer.

On the ground, basketball fans turned out in Los Angeles, Feb. 12-15, to catch NBA All-Star’s first-time USA vs. The World format, see their favorite players in action and celebrate the sport at NBA Crossover, the NBA’s All-Star fan experience. Brands took over the L.A. Convention Center and surrounding venues with basketball games, photo ops, bars, exclusive merch, watch parties and appearances by NBA players and legends. Let’s explore nine activations that lived up to the revamped weekend’s “Awe-Star” hype.

American Express

Ahead of the All-Star weekend, American Express and the NBA announced they renewed their long-standing partnership, which spans the NBA, WNBA and NBA G League. To kick off the multiyear extension, the brand activated The American Express x Fanatics Real Vintage Vault in Venice, CA, on Feb. 13-14. The Vault offered limited-edition, vintage NBA merchandise—like jackets, sweatshirts, hoodies and t-shirts—for purchase, and attendees could peruse a display of NBA memorabilia and create personalized posters.

In addition to priority entry and complimentary giveaways, Amex card members could register with up to three guests each to attend a meet-and-greet with an NBA player, including Norman Powell of the Miami Heat and Stephon Castle of the San Antonio Spurs. For fans not at NBA All-Star, the Fanatics Real Vintage Collection was available to shop online through Feb. 15.

Photo credit: Jones Crow for American Express

ANTA

For one day only, on Feb. 15, Santa Monica Pier’s Pacific Park became ANTALAND, hosted by sportswear brand ANTA and Kyrie Irving of the Dallas Mavericks. There, families and basketball fans played carnival-style game stations, including pop-a-shot basketball, a ring toss and a branded prize wheel. Exclusive ANTA merch was available for purchase at a pop-up shop, and celebrity guests made appearances. (Agency: Team Epiphany)

Photo credits: Vicente Corona; Samiee Valdivia

AT&T

Returning as title partner of the Slam Dunk Contest, AT&T activated several fan touchpoints throughout NBA All-Star weekend. At NBA Crossover, AT&T hosted a lounge space within Hardwood Central, where attendees could charge their phones, relax on one of the couches or take photos with a custom branded, L.A.-inspired backdrop.

The brand debuted AT&T Dunk District, a pop-up destination at the Venice Beach basketball courts. The footprint included a Phone Case Customization Station, Free Play Basketball Court, the ShaiT&T fashion hub spotlighting merch from local artists, and an XSET-produced IRL livestream experience featuring a 2v2 basketball competition.

The centerpiece was the Dunk Bus that featured motorized hoops, NBA 2K gaming stations and a digital postcard wall that shared a collective fan story. Learn more about the traveling activation on wheels in our case study.

Photo credit: Jenna Fernandez for AT&T

DoorDash

DoorDash took its “In Your Bag” campaign to new heights at NBA Crossover by popping up a giant version of its signature red to-go bag that fans could enter to design their own unique mini bags at The Bag Lab customization experience. NBA stars Tyrese Maxey, Rip Hamilton and Stephon Castle arrived to customize bags and meet fans. (Agency: WPP Media Sports & Entertainment)

Photo: Courtesy of WPP Media Sports & Entertainment

Google

Google invited NBA Crossover fans to “ask anything about the game” at The Search Bar. Google Search’s AI Mode was translated into an art gallery-inspired space with larger-than-life installations, like a jelly mold, marble player statue, hanging Wilson rock, painting of a basketball game scene and concrete-block hoops setup. Upon entering the space, attendees received a small crossword puzzle, and at each exhibit, they had to find a keyword—such as JELLY, ROCK and AIMODE—to complete the puzzle and receive a giveaway.

Using AI Mode, participants could discover insights on basketball, players and the league, and then they could vote for their pick to win the NBA All-Star game, USA or the World, in an experience themed to Google’s iconic “I’m Feeling Lucky” button. A winner was chosen on Sunday and awarded the grand prize. Google also took The Search Bar to the streets of L.A. with the Mobile Search Bar, in the form of a custom limousine. (Agency: Hi-Vis)

Photos: Courtesy of Google

Kendall-Jackson

Official Wine Partner of the NBA, Kendall-Jackson engaged NBA Crossover attendees with curated wine tastings, photo moments on a branded court, live music, athlete appearances and panel discussions. NBA legends and players Carlos Boozer, Jaime Jaquez Jr., Gabe Vincent and Festus Ezeli, as well as Marc Spears, senior NBA writer for Andscape, stopped by the booth. (Agency: JetFuel)

Photo credit: Cristian Lopez

Lobos 1707 Tequila & Mezcal

Beneath the Sixth Street Bridge, Lobos 1707 Tequila & Mezcal brought to life a Ranch activation, highlighting its Premium West brand. As part of Complex Market, the Ranch encouraged attendees to play pool, Booray card games and ring toss challenges, as well as enjoy merch giveaways and signature Ranch Water and Espresso Martini cocktails made with Lobos 1707’s Pedro Ximénez Sherry tequila. A standout moment, the Compton Cowboys rode in on horseback, underscoring the Western aesthetic.

Photos: Courtesy of Lobos 1707 Tequila & Mezcal

Nike’s Jordan Brand

The iconic brand by Michael Jordan and Nike went for a citywide experiential footprint that included eight retail space takeovers and a standalone Jordan Brand House in Inglewood, CA. The pop-up continued the Jumpman Genie campaign starring Niecy Nash from the Grammys and Super Bowl LX, and featured a custom Jordan Brand “Genie 23” Pontiac on display, a basketball court, a dj and shoe drops. The campaign’s centerpiece was a giant, illuminated cutout of the Jumpman logo that rolled around L.A. on a tractor-trailer. (Agency: Freehold Group)

Photos: Courtesy of Freehold Group

State Farm

This year, State Farm became the official sponsor of the 3-Point Contest at NBA All-Star Saturday Night and gifted a custom, one-of-one Jeff Hamilton jacket to the winner, Damian Lillard of the Portland Trail Blazers.

Its NBA Crossover activation gave fans a chance to shoot their own shot on an LED court, where they could choose from difficulty levels like Rookie, Pro or All-Star. The inclusive court automatically scaled up and down, changing in size, based on the age and abilities of participants. The brand hosted its own celebrity 3-Point Contest in the booth on Feb. 13 with “assister” Jake from State Farm, Druski, Jared McCain, Nigel Sylvester, Caleb Williams, Richard Jefferson and PlaqueBoyMax.

Photos: Courtesy of State Farm

The post NBA All-Star 2026: Vaults, Giant To-Go Bags, an ‘AI Mode’ Gallery and a Rolling Logo appeared first on Event Marketer.

Walking around San Francisco ahead of Super Bowl LX, you wouldn’t have known the Bay Area was hosting the NFL’s championship game that saw the Seattle Seahawks win over the New England Patriots on Feb. 8.

The sports spirit was minimal—a few NFL banners hanging outside of bars or fans repping San Francisco 49ers jerseys. Unless you hung out by the piers or hit the Moscone Center for the Super Bowl Experience, the city moved like any other day… with a lot of extra traffic.

Still, when we made it to the brand activations at tourist hot spots and Fisherman’s Wharf, the fans and passersby were enthusiastic about jumping into games, snapping photos and getting free samples. A lucky few saw an NFL star briefly climb in and out of a black SUV or stop into a pop-up for meet-and-greets. We even came across an ESPN live broadcast at Sue Bierman Park.

Plus, with Levi’s Stadium located in Santa Clara, CA, brands took the opportunity to activate across the entire Bay Area, from Oakland to San Jose. We mostly stayed in San Francisco and covered a lot of ground over two days (10 miles of walking per day) to see as much as we could. From Levi’s Home Turf to Old Spice’s Unrivaled Freshness Experience, let’s take a look at the action.

BAHC Super Bowl LX Innovation Summit

The Bay Area Host Committee (BAHC), in partnership with the NFL and presenting partner YouTube, hosted the BAHC Super Bowl LX Innovation Summit on Feb. 6 at the San Francisco Museum of Modern Art. About 600 attendees gathered for mainstage keynotes, breakout panels and immersive presentations from YouTube and premier partner Dolby. (Agency: BeCore)

In addition to participating in the CXO Spotlight Series, Meta activated two booths in the museum showcasing its Ray-Ban Meta AI glasses and Oakley Meta AI glasses. Brand ambassadors led us through interactive tests of its products, activated by voice commands and hand gestures, and after trying a few pairs on, we snapped a photo that was printed onto a sticker.

Bud Light Presents Post Malone & Buddies Concert

Bud Light teamed up with Post Malone for another Super Bowl concert that featured a few of the singer’s “Buddies,” including T-Pain and Quavo. The event took place on the evening of Feb. 6 at Fort Mason’s Festival Pavilion, which was completely transformed with neon blue Bud Light branding, bars, couch seating areas, beer served from the beds of blue pickup trucks, and several vignettes.

Fans could take photos in a comfy living room scene with Post Malone art and inspired décor, drink beers while sitting in folding chairs in a tool-filled garage (à la “Big Men on Cul-De-Sac” from last year’s Super Bowl TV spot), and play pool or pinball in a carpeted game room. (Agency: Weber Shandwick, p.r.)

Captain Morgan’s Cross-country Tailgate

Captain Morgan took a bicoastal approach to its Super Bowl LX campaign, launching a full-scale, football tailgate takeover in Gainesville, FL, that featured EDM duo TWINSICK, signature Captain Morgan cocktails and on-the-ground challenges. Over on the West Coast, the Official Spiced Rum of Super Bowl LX partnered with NBC’s “On Brand with Jimmy Fallon,” inviting the competition series’ contestants to pitch creative campaign ideas to brand executives.

The winning concept, “Speak Your Spice, Earn Your Stache,” came to life outside Levi’s Stadium at the NFL Gameday Experience tailgate and on the streets of San Francisco. Captain Morgan’s massive 40-foot boat drew in fans 21 and older for interactive games, surprise challenges and cocktail samples. (Agency: Taylor, p.r.)

Photo credit: Captain Morgan

Cutwater Spirits’ Pop-up Bar

Just outside the Ferry Building, Cutwater Spirits popped up a blue shipping container that was transformed into a bar. In addition to the build, marquee signage and a patio seating area had passersby stop in on the sunny, breezy day. At a Cocktail Bar extension, brand ambassadors distributed samples and branded totes. (Agency: Turnkey)

Don Julio’s ‘Ready P’al Show’ Trolley

On Feb. 7, Don Julio continued its “Ready P’al Show” campaign from its Cardi B-headlined party the night before by taking over a trolley. While cruising around the city, riders were treated to a mobile dj set by Diplo before ending at a well-known Mission District taquería for a live set, cocktails and tacos. (Agency: Hunter, p.r.)

Photo credit: Getty Images; UVT Agency

Levi’s Home Turf

With its headquarters in San Francisco, and as the holder of the naming rights to the 49ers’ stadium, Levi’s activated an experiential campaign that welcomed football fans to its hometown. Home Turf popped up at One Montgomery in San Francisco’s financial district, Feb. 5-7, and presented product collabs, music performances by Bay Area rapper LaRussel and a marching band, the Tiny Desk Experience, a Wear Longer Project panel and workshop, and an Empire Records music exhibition.

Five local Levi’s stores also hosted activations. A branded Airstream housing The Levi’s Tailor Shop anchored the Levi’s Plaza experience outside its corporate office. Consumers could get their purchases tailored or customized with buttons and patches. The 49ers cheerleaders visited the Airstream for photos. Other stores featured football displays, and local artist Apex created several murals around town for Levi’s. (Agency: Moment)

Photos: Courtesy of Levi’s

More Super Bowl LX Coverage:

• Our Ride Through San Francisco on the Fashion-driven Smirnoff Trolley at Super Bowl LX
• How Uber Eats Invited Fans to Investigate a Super Bowl Marketing Conspiracy
• From Jersey Mike’s Shore to Visa Print Shop, Top 12 Activations at Super Bowl LX Experience

Marriott Bonvoy’s ‘Suite’ Events

“Pitch Perfect” star Adam Devine, Marriott Bonvoy’s Fanbassador, surprised fans at the Ferry Building on Feb. 4 with an a cappella performance alongside NFL stars George Kittle, Jordan Mailata and Bijan Robinson, as well as professional vocal group Fundamentally Sound. Performing as “The Golden Keys,” the group sang a playful, riff-off-inspired rendition before selecting the winner of the 10^th annual Marriott Bonvoy Super Bowl Sleepover Suite that gave a lucky fan the opportunity to wake up inside Levi’s Stadium on gameday. (Agency: MKTG)

On Feb. 6, Marriott Bonvoy House presented by Visa took over The San Francisco Mint offering Marriott Bonvoy members and Visa guests an elevated Super Bowl kickoff celebration. Attendees could pop into the photo studio for professional shots, get personalized luggage tags, and enjoy “a taste of the bay” and sips of Cable Car Cocktail and Golden Coast Heatwave across the historic venue’s many rooms. The evening’s showstopper was a performance from The All-American Rejects, but even after the concert ended, attendees kept dancing the night away. (Agency: 160over90)

Photo credits: Peter Barreras/AP Content Services for Marriott Bonvoy (a cappella performance); Juanita Chavarro Arias (Marriott Bonvoy House)

Nike x Dick’s Sporting Goods

Over in Daly City, CA, Nike brought its Chase the Smoke campaign to Dick’s Sporting Goods for a two-day podcast and product experience. From Feb. 6-7, daily store activations included Nike apparel personalization with patches and vinyls, gaming in the Madden Lounge, a branded photo booth and athlete appearances.

The lounge was converted into an in-store podcast studio with bench seating for a live audience, and four podcast recording sessions took place throughout the weekend, including the New York Giants’ “Her Playbook” podcast, “The Schultz Report” podcast, and a podcast hosted by sports reporter and ESPN analyst Kendra Andrews. (Agency: Tara Wilson Agency)

Photo credits: Juanita Chavarro Arias; Tara Wilson Agency/Whitten Media (onstage session)

Old Spice’s Unrivaled Freshness Experience

Embarcadero Plaza was packed with fans waiting in line for freshness. Open Feb. 5-7, Old Spice’s Unrivaled Freshness Experience was housed inside a 53-foot double expandable trailer, and the branding all over the vehicle enticed passersby to ask, “What is this for?” Attendees snapped photos with an oversized deodorant and branded lockers.

When we arrived on the scene, the experience was temporarily closed as 49ers tight end George Kittle made his way through. He then emerged, along with the Old Spice Man, Isaiah Mustafa, and took the time to meet fans. (Build: Lime Media)

PepsiCo’s Sampling and Challenges

At Pier 39 in Fisherman’s Wharf, Feb. 6-8, PepsiCo returned to the Super Bowl with its signature Pepsi Challenge experience and added an interactive tailgating game that invited fans to test their strength against other players by pushing tackle sleds. A large screen tracked the leaderboard and displayed participants’ progress for onlookers to cheer on.

Tostitos drew buzz with its branded food delivery robots that roamed the pier with chip bags. A special touch, NFL players interacted with fans as the robot. The Tostitos Fiesta Zone sampling stand also served up chip dishes and salsa. (Agency: New Creatures)

Smirnoff’s We Do Game Days Trolley Ride

As the culmination of its NFL season campaign, We Do Game Days, that dropped limited-edition merch giveaways, Smirnoff transformed a trolley into a daylong fashion-driven experience that took influencers, brand guests and media on a ride through the city with surprise stops along the way. First, we gathered at Italian restaurant Morella, where Smirnoff took over half the space and splashed it with football-themed brand items, including foam fingers, towels, beaded necklaces and mini footballs.

Then, the trolley transported us to a site near the Golden Gate Bridge for a Smirnoff pop-up, where the stage was set for officially licensed NFL designer Aleali May to unveil her custom, Smirnoff-commissioned varsity jacket that was gifted to the grand prize sweepstakes winner in attendance. The group then boarded the bus to continue on to a tour of San Francisco bars. (Read more about our Smirnoff Trolley experience.) (Agency: Taylor, p.r.)

Starter x NFL Shop

Sports apparel brand Starter collaborated with the NFL on a four-day pop-up shop in Union Square that featured Super Bowl LX products in the front, customization stations in the center and a content studio in the back. At the Starter Lab, consumers could personalize their Starter jackets with patches of their favorite NFL teams, vintage Starter logos and exclusive branding elements.

After its debut at Super Bowl LIX in New Orleans, Starter Live returned as an in-store podcast studio with sessions running during store hours. Podcast guests included Jim Weiss, Adam “Pacman” Jones and T.J. Ward. We were lucky enough to run into Sean Paul on our visit to the shop.

Starter also had a presence inside the Super Bowl Experience’s NFL Shop presented by Visa. Like last year, the brand themed its store footprint to the host city and stationed a Starter trolley photo op in the center. (Agency: Wanderlust Public Relations, p.r.)

The One Party by Uber

Down at Pier 48, Uber went with a gold-drenched homecoming theme for The One Party to kick off Super Bowl weekend on Feb. 6. Cheerleaders, lockers, trophies and oversized foam fingers created tons of photo moments, and attendees enjoyed performances by Shaboozey and Olivia Dean. (Agency: David Stark Design and Production)

U.S. Bank’s Gridiron Bus

U.S. Bank partnered with nonprofit Hoopbus on its Pier 39 activation, from Feb. 5-7, that saw 49ers legends, players and cheerleaders visit The Gridiron Bus. Fans lined up for a chance to throw a football through targets on top of the bus to win prizes.

X Football City Diner

X converted the Fog City Diner into the futuristic X Football City Diner on Feb. 6 to show invitees how fans engage with sports and live games on the social media platform. The exclusive “Creator Panel: The Future of Fandom” brought together moderator Monique Pintarelli, head of global advertising at X, and speakers Adam Schefter, senior NFL insider at ESPN; Trey McBride, Arizona Cardinals tight end; and Julie Lee, director-brand and sports marketing at Lowe’s, to discuss fandom and leveraging the platform to reach audiences.

Attendees enjoyed hors d’oeuvres and craft cocktails like the Early Meeting Espresso Martini and Neural Heat Margarita at the “Grocktail Party.” Tesla’s Optimus humanoid robots were also on-site to interact with attendees, and one handed out embroidered caps and posed for photos.

Xfinity x Lyft

Comcast’s Xfinity made its Super Bowl debut with an ad that reimagines the world of “Jurassic Park,” but that same movie spirit hit San Francisco ahead of the Big Game in the form of a T. rex billboard on Market Street, a dinosaur projection on the Hobart Building and “Jurassic Park”-wrapped Lyft vehicles that drove around the city all week. (Agency: Carmichael Lynch)

Photo: Courtesy of Xfinity

Photo credit (unless otherwise stated): Juanita Chavarro Arias

For agency credits or questions related to Super Bowl LX coverage, email Juanita Chavarro Arias at jchavarro@accessintel.com.

The post Super Bowl LX: 16 Brand Activations That Took Over San Francisco’s Piers and Hot Spots appeared first on Event Marketer.

This week’s hot takes on hot topics in experiential marketing cover Wendy’s drive-thru Pit Stop Express, Kayali’s fragrant café and the traveling All Conditions Express basecamp.

NASCAR FANS RACE TO WENDY’S DRIVE-THRU PIT STOP IN DAYTONA

Wendy’s invited hungry NASCAR fans to rev their engines for its burgers, chicken sammies and fries over the weekend during the Daytona 500 at its Pit Stop Express experience in Florida. The racing-themed activation took over the drive-thru at the brand’s International Speedway-based restaurant from Feb. 13-15 in celebration of a newly inked three-year partnership with Trackhouse Racing.

Visitors were first greeted with a tire-shaped archway that welcomed them to the Wendy’s Speedway for the “Biggie 500,” as well as a flag stand installation. From there, the replica racetrack experience was complete with stop lights, ambassadors waving flags and a full pit crew that washed fans’ car windshields and shined their tires, delivering the full pit stop treatment.

Once their vehicles were sparkling, visitors were provided with their choice of one of the Biggie Bags featured in Wendy’s new Value Menu, plus branded racing merch. (Agencies: TMA; VML; Spark; Ketchum)

Photos: Courtesy of Wendy’s

Meanwhile, NASCAR itself made history ahead of the big race with an activation in NYC’s Times Square, where the organization achieved the Guinness World Record for the planet’s loudest billboard.

ATHLETES TRAVEL FROM MILAN TO THE ALPS ON THE ALL CONDITIONS EXPRESS

The train takeover trend is chugga-chugging along, and Nike’s newly relaunched All Conditions Gear (ACG) brand is the latest to embrace the tracks.

The “worn to be wild” outdoor performance company made a bright-orange splash in Italy from Feb. 4-8 during the 2026 Winter Olympics with the All Conditions Express, a commuter train that was transformed into a traveling basecamp that carried athletes from Milan to the Alps and back. ACG’s promise? “This is going to be one hell of a wild ride.”

Each of the train cars offered a different experience, from a fully stocked gear room that included a mini model of the All Conditions Express, to elaborate, custom-designed seating compartments, to a recovery unit featuring a log-burning fire and lounge seats equipped with binoculars that gave passengers a closer look at the outdoor scenery. There was also a café serving “All Conditions Espresso,” and offering branded “souvenirs,” like shirts, patches, postcards and bags.

Once athletes made it “into the wild” in the Alps, ACG provided expert-guided trail runs and hiking sessions that demonstrated the effectiveness of the brand’s apparel within the rugged terrain it was designed for. (Agency: In-house)

Image: Courtesy of All Conditions Gear

KAYALI’S POP-UP CAFÉ BREWS BEVERAGES AND BEAUTY SAMPLING

Between Galentine’s Day, Valentine’s Day and New York Fashion Week, Kayali’s charming mobile café, which popped up in Manhattan from Feb. 13-14, was in the right place at the right time. The fragrance brand parked its pink Airstream trailer near a Sephora location in SoHo, where apron-clad ambassadors served beverages inspired by its “gourmand fragrance universe.”

While in line for a beverage, consumers could select one of four top-selling Kayali fragrance samples to ultimately take home. Once they reached the café counter, visitors were treated to perfume sampling and education, a mini layering bar, photo ops and giveaways. Plus, those who received a beverage scored two extra samples for the road. Smells like an experience we wouldn’t mind bumping into. (Agency: Base Beauty)

Photo: Courtesy of Kayali

JACK IN THE BOX’S ANNIVERSARY TOUR IS A HOT MESS

Anything called “The Hot Mess Anniversary Tour” has our attention (and blessing). And that puts Jack in the Box on our radar.

As part of its 75^th anniversary celebrations, the fast food brand resurrected its cult-favorite Hot Mess Burger—reportedly the most-requested Jack in the Box item on social media—and gave it a nostalgic “reunion tour” for good measure. The burger originally debuted in 2013 through an ’80s-rockstar-themed ad starring brand mascot Jack (a spot that was reprised for this year’s anniversary campaign).

So with the throwback spirit in mind, Jack in the Box is hosting one-day pop-ups this month in select cities that feature nostalgic touchpoints, exclusive brand swag and, naturally, samples of the Hot Mess Burger itself.

The tour hit Jack in the Box’s hometown of San Diego on Feb. 13, followed by a stop on Feb. 14 in L.A., where streetwear brand The Hundreds was on-site to help hype the first drop in the companies’ co-branded apparel line. The tour wraps in Austin on Feb. 21, Jack’s actual anniversary. Rock on. (Agency: Small Girls PR, p.r.)

Image: Courtesy of Jack in the Box

WASABI’S WONDER WALL INSTALLATION CELEBRATES LUNAR NEW YEAR

The world officially welcomed the Year of the Horse on Feb. 17, and as part of a broader supermarket campaign, Wasabi celebrated Lunar New Year with a stunt in London designed with the holiday’s traditions, such as gifting, in mind.

The activation at Camden Market was anchored by a towering installation of festive red envelopes dubbed the Wasabi Wonder Wall. Whether roaming around the installation or hidden inside it, UK influencer Max Balegde, who’s known for his random gifting, surprised passersby with their very own red envelopes. (Although, at times, a surprise red-gloved hand emerged from the Wonder Wall to assist Balegde.)

Each packet featured a fortune and a number that represented the recipient’s cash prize, and only featured the number eight (as in: £8 or £888), a digit that represents good fortune in many East Asian cultures. (Agencies: All Things; RCP; Unfinished)

More from The Brief:

• The Brief: Spicy Brunches and Home DeCoors
• The Brief: Keg Cities and Social Experiments

The post The Brief: Drive-Thru Pit Stops and Traveling Basecamps appeared first on Event Marketer.