Not all NBA fans can make it to a game, so AT&T is shooting its shot with a Dunk Bus mobile tour that brings the action directly to them. The program, which launched Jan. 30 in Miami and wraps in Chicago this April, is rolling into community plazas and parking lots on game days to give hoops fanatics a chance to experience the NBA, and basketball culture, outside of the arena.

Across five cities, AT&T is parking the Dunk Bus in high-traffic areas and drawing people in with the allure of robotic hoops, gaming competitions, photo ops, player appearances and giveaways. And with each touchpoint, the brand is quietly showcasing how its mobile connectivity technology can connect fans to basketball whenever and wherever they want.

“As a partner of the NBA, and having several team partners, we wanted to start to see the power of that league and team partnership come together,” says Andrea Wilson, director-sponsorships and experiential marketing at AT&T. “So we’re excited to bring the AT&T Dunk Bus to cities across the country. It’s mobile, it’s interactive and it really was crafted to bring all of the NBA action and culture and community closer together, and to shorten that distance between the league and its fans.”

The on-site experience, which encompasses engagements inside and outside of the vehicle, comprises a strategic blend of basketball-themed experiences with passion points that most fans share, including fashion, art and gaming. The interior of the bus, for instance, includes an area for head-to-head NBA 2K competitions, a mirrored vignette designed for fit checks, a digital postcard activity and brand giveaways.

On the exterior, two motorized hoops featuring adjustable heights, which were first introduced last year at NBA All-Star Weekend, provide fans of any age or stature the chance to live out their “dunk dreams.” There’s also a mini “shop” where attendees can score limited-edition merchandise created by local artists, another 2K gaming zone, seating, and at most stops, the opportunity to interact with past and present NBA players, as well as team mascots and dance squads.

In addition to gameday activations, AT&T is leveraging the tour to give back to the local community in each city. In some cases, that means distributing devices to people in need, and in others, it means bring the Dunk Bus to a local organization. Like in Miami, where the brand hosted a community day at an area school in partnership with Learn Fresh, a nonprofit aimed at making learning more fun by combining sports, entertainment and STEM education.

“The NBA continues to be a great partnership for us because they have such a fun, engaged audience. And it’s not just about the action on the court; it is truly about the basketball culture,” Wilson says. “It’s about fashion, music, art and everything in between. So that’s what you’ll see. We’re tapping into those local communities and finding that intersection, again, between fandom, community and art everywhere we go.”

More Scenes from the Dunk Bus Tour:

Photo credit: Jenna Fernandez for AT&T

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The post How AT&T’s Dunk Bus Brings Gameday Action Directly to NBA Fans appeared first on Event Marketer.

This week’s hot takes on hot topics in experiential marketing cover revolving beach libraries, waterfall billboards and the Maxxinista Express.

THIS ‘PERCY JACKSON’ BILLBOARD FEATURES A REAL-LIFE WATERFALL

People don’t typically go out of their way to look at a billboard, but in the case of Disney’s Hollywood-based OOH ad, consumers are literally chasing waterfalls. Last week, to tease season two of “Percy Jackson and the Olympians,” which takes place on the Sea of Monsters, the brand erected a digital billboard at Hollywood and Vine that includes a real-deal waterfall feature—and the internet has been lapping it up.

The installation, which is open through Dec. 10, simulates crashing ocean waves when the tentacle of an on-screen sea beast periodically “cracks” the billboard’s display. The spectacle also includes flashing lights, audio and a consistent layer of mist, along with a ground-level pool that collects the running water. We have a feeling it’ll be smooth sailing for Disney when it comes to season-two viewership numbers. (Agency: NVE Experience Agency)

(Check out a related experience we had at the Percy Jackson Diner at Comic-Con 2025.)

SHOPAHOLICS ARE ALL ABOARD THE MAXXINISTA EXPRESS

A whole host of holiday-themed brand activations has been rolling out over the last couple of weeks, but it’s the strategy behind T.J.Maxx’s Maxxinista Express holiday tour, anchored by a festively decked-out double-decker bus, that we think is adding some extra sparkle to the season. The road trip launched in L.A. on Dec. 4 and will make upcoming stops in Dallas (Dec. 11) and Miami (Dec. 18).

With a celebrity helming the experience at each stop—actress Janel Parrish in L.A., former NFL cheerleader Kelcey Wetterberg in Dallas and local creator Vale Genta in Miami—the crux of the tour is built around the superfan ritual of “Maxx-hopping,” or the act of jumping from one of the brand’s retail locations to multiple others in search of hidden gems.

In that spirit, a crop of the brand’s top fans and a few lucky contest winners in each city will hop aboard the Maxxinista Express and travel to a nearby beloved T.J.Maxx store. (Custom cubby holes are even built into the bus so that each shopper can store their hauls from the day.)

Along the ride, attendees can participate in Maxx-themed bingo, trivia and contests inspired by the treasure-hunting spirit of shopping at T.J.Maxx; score tour-exclusive merch; snap photos in stylish holiday vignettes; munch on festive snacks; and cozy up near the fireplace.

Photo credit: T.J.Maxx

SPOTIFY’S BEACH SCULPTURE RECALLS ONE OF THE YEAR’S TOP PERFORMANCES

Spotify’s annual Wrapped campaign is best recognized by the (definitely not creepy) personalized stats that users receive about their listening habits at the end of each year. But the initiative also celebrates the places where artists and fans have experienced some of the year’s biggest moments together.

In 2025, Lady Gaga’s set at the Todo Mundo no Rio event in Brazil was undoubtedly one of them—with between 2.1 and 2.5 million people in the audience, the performance at Copacabana Beach broke the world record for largest attendance of a free concert by a female artist. So Spotify commemorated the show with an installation located at the same beach of a nearly 11-foot-tall sculpture in the shape of a hand making the “Paws Up” gesture commonly used by Lady Gaga’s superfans, aka Little Monsters.

Of the countries that listen to the artist on Spotify the most, Brazil comes in at No. 2, so the brand aimed to reward those fans for visiting the sculpture in person. A QR code located on-site unlocked an exclusive Lady Gaga video that was available only by scanning the code IRL… a gift any Little Monster would be delighted to unwrap. (Agency: Droga5)

Photo: Courtesy of Spotify

THE ART OF THE ENCOUNTER: ES DEVLIN CRAFTS A REVOLVING LIBRARY

From the sands of Rio de Janeiro, we take you to the shores of Miami Beach just outside the Faena Hotel, where renowned artist Es Devlin was the talk of the town last week. As part of the annual Miami Art Week exhibitions, Devlin crafted a 50-foot-wide, rotating library on the beach comprised of 2,500 books that shaped her personal philosophy and creative process. The piece was commissioned by Faena Art to celebrate its 10th anniversary.

Free and open to the public, the triangular installation, which sat amid a circular reflecting pool, was designed for the “architecture of encounter,” meaning the artist aimed to spark conversations among strangers through the artwork. To that end, the setup also included a 70-foot-wide collective reading table that was set daily with books featuring Devlin’s personal annotations that visitors could explore as their seats revolved around one another.

Another thing of beauty? After Art Week concluded, all of the books from the installation found new homes at local schools and libraries.

SOCCER FANS SECURE THEIR ‘BEST SHOT’ AT THE NWSL CHAMPIONSHIP

From sports to gaming to entertainment, if there’s one thing fans want, it’s the ability to step into the shoes of their heroes. Last month, during the National Women’s Soccer League (NWSL) Championship in San Jose, CA, Google Pixel made it happen for soccer buffs with its Best Shot activation, which served as a live portrait gallery where fans could train like pro players while testing out the new Pixel 10 smartphone.

The core of the experience had fans participating in footwork drills with professional coaches as photographers took their “best shot,” which ultimately resulted in a “championship-worthy” portrait made with the help of Google Gemini’s AI image generator, Nano Banana. But that’s not all, folks. Participants were also invited to “ask more of their phone” and had the unique opportunity to pose with the official NWSL Championship trophy, then received an AI-powered portrait of themselves standing on the winner’s podium. And the crowd goes wild. (Agency: Giant Spoon)

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The post The Brief: Revolving Libraries and the Maxxinista Express appeared first on Event Marketer.

This week’s hot takes on hot topics in experiential marketing cover the Hidden Valley Ranch Tiny Restaurant, Juice Force Tankers and pop-up cathedrals.

HIDDEN VALLEY RANCH COOKS UP A TINY RESTAURANT IN THE BIG APPLE

The struggle to cook an elaborate meal inside a studio apartment in NYC is very real. But Hidden Valley Ranch challenged the status quo on Nov. 15 with a pop-up restaurant housed inside a micro-apartment on West 28th Street. The reservation-only Hidden Valley Ranch Tiny Restaurant was created to demonstrate how big living spaces aren’t necessary to prepare great dishes, as long as they’re whipped up with the right seasoning.

At the helm of the mini eatery, which featured three tables for two, was executive chef Kersti Bowser, who curated a ranch-inspired menu that featured items like Original Ranch Spinach Dip and Glazed Ranch Ham, all crafted with simplicity in mind, but designed to deliver a ton of flavor. Beyond the food, the space included details like small, brand-themed artworks and, our favorite, the ranch and rot spot.

FESTIVALGOERS HELP SLING THEIR OWN DRINKS AT THE MIXERY

Owen’s Craft Mixers bellied up to Vans Warped Tour Orlando from Nov. 15-16 with major star power and a strategy that flipped the script on typical spirits activations. The brand enlisted its newly instated Creative Taste Officer, and festival headliner, MGK (aka Machine Gun Kelly) to lend a hand at “The Mixery,” where he poured mocktails and tossed signed cans out to fans before his set, marking the first time the brand-musician partnership came to life IRL.

In addition, Owen’s turned the typically passive experience of getting a drink at a festival into an interactive moment, during which they crafted custom cocktails or mocktails with the help of an on-site mixologist. Fans also struck poses inside a branded photo booth and on top of oversized fruit installations. Personally, you would have found us snapping selfies with a gigantic cutout of the brand’s donkey mascot… Owen the Mule. (Partner: Live Nation)

Photos: Courtesy of Live Nation

THE MARINERS TAKE A SWING AT NEW IN-STADIUM FAN TECHNOLOGY

If you’ve ever left a sporting event wishing you could have seen your reaction to the game’s biggest play, the Seattle Mariners’ new in-stadium technology is right up your alley. A cutting-edge, multicamera system installed at T-Mobile Park is allowing the team to record footage of attendees in every single seat within the arena, and capture everything from responses to home runs to singing during the Seventh Inning Stretch.

After the game, fans can download images of themselves for free in exchange for their name, contact info and birth date, which is used by the Mariners to get a deeper understanding of its fanbase and the behaviors driving it. (There was an average of 1,000 photo downloads per game during the 2025 regular season, according to The Seattle Times).

If it all sounds a little too “Big Brother” for you, remember that anyone can end up on the Jumbotron, whether they like it or not, and that the MLB already has a paragraph notifying ticketholders that the league has rights to attendee images captured in any live or recorded broadcasts of their events. Next season, stay tuned for photos of us somehow spilling ketchup and beer on our pants before the third inning. (Partners: Momento, stadium technology; Stretch PR, p.r.)

A TALLBOY ON WHEELS CRASHES INTO TAILGATES AND FESTIVALS

Imagine quietly driving down the highway when a beer can the size of your car passes by. Such was the case during a fall tailgating tour activated by Voodoo Ranger, which crashed into events in California, Colorado, Texas and Arizona with a 21-foot-long Juice Force Tanker and a mission to empty the vessel before the tour was over, one tallboy at a time.

The “Empty the Tanker” campaign was brought to life at games, festivals and concerts, and featured samples, local bar crawls led by Voodoo Ranger and influencer duo The Pointer Brothers, a chance for consumers to scan the giant can’s QR code for a shot at scoring $5 toward their next tallboy, and a live beer gauge installed on the side of the mobile unit that tracked the tanker’s levels of Juice Force IPA in real time. A strategy worthy of a toast. (Agencies: Street Factory Media; Extra Credit Projects; Fact & Fiction; Exverus; Legend PR)

Photo and Video: Courtesy of Voodoo Ranger

FANS PRAY FOR SEASON-TWO CLUES AT A POP-UP CATHEDRAL IN NYC

With the second season of the docudrama “Martin Scorsese Presents: The Saints” debuting on Nov. 16, Fox Nation enticed consumers with a pop-up cathedral installation at Fox Square in Midtown Manhattan. From Nov. 6-12, fans and curious passersby could explore the detailed stained-glass structure, which replicated the church from season one; access a free seven-day trial of Fox Nation; and snap photos within a separate, exterior glass installation. Confessions not required. (Partners: Creative Riff, experiential; Enhance A Colour, fabrication)

Photos: Courtesy of Creative Riff

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The post The Brief: Micro-Restaurants and Pop-up Cathedrals appeared first on Event Marketer.

This week’s hot takes on hot topics in experiential marketing cover Panadería Don Julio pop-ups, a Stranger Things Radio Room and Chicago’s secret confessions.

DON JULIO BAKES UP A FESTIVE PARTNERSHIP FOR DÍA DE LOS MUERTOS

Last year, Don Julio marked Día de los Muertos by decorating cities around the world with its intricate ofrendas, and celebratory experiences to match. This year, the brand bolstered its commitment to honoring the holiday (Nov. 1-2), and Mexican traditions worldwide by inviting consumers to break bread. Literally.

While ofrendas are essential to honoring loved ones who have passed on during Día de los Muertos, pan de muerto is a sweet bread that is central to those altars, and related holiday gatherings. So the tequila maker heated up a partnership with renowned Mexico City bakery Panadería Rosetta and launched a global Panadería Don Julio pop-up campaign steeped in Mexican culture. And a lot of dough.

The brand showed up in more than a dozen cities, including Bogotá, London, Mumbai, Athens and L.A., delivering a distinct interpretation of Día de Muertos in each locale. While the locations offered unique attendee journeys, however, all of them shared the same format.

By day, the pop-ups operated as traditional bakeries offering Panadería Rosetta’s signature pan de muerto, which was replicated by a local bakery in each city. By night, the spaces transformed into tequila bars that served up Don Julio cocktails crafted by Handshake Speakeasy, ranked as the No. 2 bar in the world, along with live music.

And for those unable to experience Panadería Don Julio IRL, the brand created a short film shared on Instagram that celebrates the holiday’s traditions and evolution, with pan de muerto at the heart of the story. (Agency: Hunter)

Photo credit: Gonzalo Marroquin/Getty Images (Los Angeles); Courtesy of Don Julio

DISNEY AND SELFRIDGES ARE ALREADY RINGING IN THE HOLIDAY SPECTACLE

In other holiday news, it’s not even Thanksgiving yet and Disney is already elbow-deep in Christmas. The brand has not only kicked off a new cause-based holiday campaign and related global tour, but transformed Selfridges’ massive flagship store in London into a glittering holiday showcase that is dripping in iconic Disney IP, inside and out.

The partnership with the department store, which also spans its Birmingham and Manchester locations, is anchored by its flagship on Oxford Street, the exterior of which has become the centerpiece of a dynamic light show set to Disney’s “Cinderella” soundtrack that takes place every 15 minutes from 5 to 9 p.m. each evening. The spectacle features nearly 330 feet of twinkling lights wrapped around the building, and appearances from the Jolly Roger ship from “Peter Pan” and Cinderella’s carriage. As a finale, a 36-foot-tall, illuminated 3D castle inspired by Sleeping Beauty Castle in Paris is revealed.

In addition to the Selfridges façade, 12 windows on Oxford Street have been turned into displays of handcrafted artistry that bring beloved Disney classics to life, from “Lady and the Tramp” to “Alice in Wonderland” to “Cinderella” and beyond.

And then there are the experiential components of the Christmas campaign taking place across all three Selfridges stores. A highlight is the Confetti Spectacle, which features Santa, a Christmas “fashion fairy” named Stardust and a troupe of dancing, Mickey Mouse-inspired ornaments. Starting in December, in-store entertainment will expand to include live dj and artist performances.

There’s also a bookable Disney Classics Afternoon Tea experience at Dolly’s in London, brand-inspired treats available at cafés in Birmingham and Manchester, curated screenings of classic and new Disney films, workshops and live performances by the Disney Theatrical Group, and a special Magic of Disney pin-trading event for 250 fans.

We hope the team behind this program gets an extra-tall glass (or 12) of spiked eggnog this holiday season.

Photo credit: Tom Morgan; Courtesy of Disney

STRANGER THINGS RADIO ROOM: WHAT’S YOUR FREQUENCY, HAWKINS?

It’s been literal years since we’ve been gifted a new season of Netflix’s “Stranger Things,” so with the fifth and final season debuting on Nov. 26, it’s no wonder the brand pulled out all of the stops to promote the series over the last few weeks. The latest? A Stranger Things Radio Room pop-up in NYC that focused on the series’ fictional radio station, WSQK.

From Nov. 7-8, fans could enter the ’80s-themed environment on a first-come-first-served-basis to rock out to era hits spun by a live dj, buy show-inspired merch, interact with a claw machine packed with collectibles, stop by the photo booth, catch a glimpse of the Stranger Things × No Boundaries collab from Walmart and score giveaways. No mind-flaying included.

DJS DROP BEATS FROM THE MIDDLE OF A HELIPAD DURING AFROTECH

Oh, yes. Tequila is on the docket twice this week. As the official tequila sponsor of AfroTech Conference 2025 in Houston, Oct. 27-31, DeLeón took its “Bold Spirits, Rise” platform quite literally. With Major League DJz serving as the headliner, the brand hosted live performances on a helipad as part of its mission to support bold creatives and empower up-and-coming talent with the tools and resources they need to succeed.

In addition to the headlining duo, the lineup featured performances by local Houston dj Maiya Papaya, L.A.-based dj Gianni Carter, Shay Latukolan (the choreographer behind DeLeón’s Bold Spirits, Rise ad) and a UnitedMasters contest winner who earned a spot on the roster through DeLeón’s Opening Acts Pledge , a commitment to mentor and empower more than 1,000 rising djs.

The sky-high stunt was just the beginning, according to the brand, which says it plans to bring “more bold energy” to cities like L.A., Atlanta and Chicago in the near future to spotlight local dj talent and its spirits. (Agencies: Hunter, concept and creative; This&That, content and production)

Photo: Courtesy of DeLeón Tequila

THE CONFESSIONS PROJECT URGES CHICAGOANS TO ‘WRITE WHAT YOU CAN’T SAY’

The directions are simple: “Write what you can’t say. Fold once. Deliver to the box.”

The call-to-action is fueling a pop-up installation called The Confessions Project that has been traveling all around Chicago since September. The brainchild of art collective Wrath + Love, the micro-experience consists of a vintage typewriter (hello, catharsis), a standard mailbox and an invitation for anyone in the public to anonymously take a weight off of their shoulders.

Thus far, the spirit of The Confessions Project (“Strangers step up to a lonely typewriter to unburden their hearts in the streets of Chicago. No names. No judgment. Just honesty.”) has drawn hundreds of participants, and, according to Block Club Chicago, topics have ranged from regret to first-date nerves.

What would you confess?

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The post The Brief: Panadería Pop-ups and Secret Confessions appeared first on Event Marketer.

This week’s hot takes on hot topics in experiential marketing cover Group Chat Bars, Bodega Raves and the crushing of Credit Wreckers.

OMG, HEINEKEN IS TAKING THE GROUP CHAT OFFLINE, FR

Event profs know better than anyone that there’s no replacement for in-person connection—even your most cherished group chat. So as part of its #SocialOffSocials campaign, and in response to a study that revealed the majority of Americans are in group chats with friends or family but don’t meet up IRL as much as they’d like, Heineken introduced the Group Chat Bar.

For the launch of the concept last week, the brand partnered with NBA star Josh Hart to bring his group chat, “Cold Water,” into the real world, giving members a chance to reconnect in person before the start of the pro basketball season. For one night, a bar in New York City was transformed into a physical expression of years’ worth of Cold Water’s memes and inside jokes.

Now, it’s consumers’ turn. On Oct. 31, the brand opened up a nationwide contest that will see one U.S.-based group chat win a curated Heineken Group Chat Experience that will transform their digital conversations into IRL touchpoints. Kind of makes you wonder (or shudder at the thought of) how your own group chat might manifest itself in the real world…

Photo credit: Heineken

TEQUILA CAZADORES RAISES A GLASS TO THE BODEGA RAVE TOUR

Over the last several months, we’ve seen brands tap into the off-beat rave and bodega activation trends all around the U.S. This fall, Tequila Cazadores entered the chat with a title sponsorship of a multicultural campaign that combined the two concepts—the Bodega Rave Tour. When NYC-based dj collective MUNDO Soundsystem, known for transforming neighborhood bodegas into secret late-night parties, decided to take its show on the road for the group’s first-ever tour, the spirits brand signed on as presenting sponsor to help further its mission to become part of the modern Latino nightlife conversation.

Popping up in New York, Chicago and San Francisco, each dance party included a surprise guest dj that played Latin and Caribbean beats; a co-branded, streetwear-inspired jersey that was available on-site and online; and signature cocktails that took cues from classic bodegas and featured Cazadores Cristalino. Not exactly your average corner store experience. (Agency: M Booth)

Photo credit: Nikki Allen Creative; Angel Montalvo 

WHICH CAUSE DO YOU ‘GIVE AN E.L.F.’ ABOUT?

From championing women’s sports, to encouraging girls to consider a career in STEM, e.l.f. Beauty has never been shy about its purpose-driven ethos. And in October, to celebrate the launch of its “4th Annual Impact Report,” the brand invited consumers to jump in to support and celebrate diversity with the debut of “Give an e.l.f.,” a campaign that highlights some of the “e.l.f.ing amazing” causes that the brand and its fan community care most about.

The program spanned social, digital, OOH, a two-page spread in The New York Times, and a pop-up on Oct. 28 in NYC, where attendees were encouraged to make a difference by visiting a custom donation kiosk and choosing a cause they care about—e.l.f. Beauty took care of the rest by donating to a nonprofit supporting that cause. Following their selection, participants could redeem their donation receipt at a gift bar for their choice of e.l.f. Beauty products.

Ultimately, nearly 1,000 people participated in the pop-up, and the brand donated $50,000 across six causes chosen by its community. We e.l.f.ing love this tactic. (Agencies: Shadow; The Bait Shoppe)

Photo credit: Tory Stolper Photography

SKATING, SOCCER AND STREET CULTURE COLLIDE AT MANOR PLACE

Some of the brands that are most in tune with consumers today are the ones that foster community, something Nike has taken to heart with its latest venture, Manor Place. The experiential venue in South London, which opens Nov. 11, will operate as a free, multiuse public hub dedicated to sports, creativity and community connection. Hello, third-space strategy.

In partnership with Palace Skateboards, Nike designed the experience with creatives, skaters and soccer players in mind, which is evident in three central zones: The Park and The Cage, The Front Room and The Residency. Across the historic building, key touchpoints will encompass a “world-class” skatepark that will serve as a venue for special event programming; a unique underground soccer cage; an exhibition of local art that will function as a cultural hub for workshops, panel talks and pop-ups; and a content creation studio that provides a workspace for six emerging creatives, who will be swapped out for fresh faces every nine months.

Photos: Courtesy of Nike and Palace Skateboards

FINANCE MISTAKES WILL ‘WRECK’ YOUR DAY—THIS BANK IS HERE TO CRUSH THEM

Unbeknownst to us, there’s such a thing as National Get Smart About Credit Day, which falls annually on the third Thursday of October. To mark this year’s occasion on Oct. 16, Credit One Bank rolled out a multipronged OOH campaign in NYC that was timed to the holiday. The stars of the show were the brand’s Credit Wreckers, characters introduced earlier this year that represent the four biggest personal-finance mistakes that consumers make, like missing payments and maxing out credit cards.

It all began on Oct. 6, when mysterious wild postings in the form of “Wanted” posters showed up around the city, hinting at the forthcoming arrival of the Credit Wreckers, followed by cryptic sightings shared on the brand’s Instagram account of the characters scampering around Manhattan, with messages that urged consumers to be on the lookout for the dangerous perpetrators hiding “in plain sight.”

The campaign reached its climax in SoHo on Oct. 16, when a gigantic billboard was dropped on the Credit Wreckers, crushing them and all the mayhem they represented. New Yorkers were invited to drop by, check out the installation and learn more about Credit One’s solutions for combating credit-damaging habits online… Cha-ching. (Agency: Deutsch)

Photo credit: Idan Menin/Steelhead for Credit One Bank

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The post The Brief: Group Chat Bars and Credit Wreckers appeared first on Event Marketer.