Michele Laufik


Brands & Event Pros
Industry Innovators 2025: 10 Brands That Took Experiential Marketing to a Whole New Level
These companies broke through the noise with creative activations, events, and experiences that engaged attendees, fans, and consumers.
June 30, 2025
2025 Industry Innovators Article Image Brands
Brands & Event Pros
Industry Innovators 2025: YouTube
From signature conferences to activations at major events, the video platform always has its creator community top of mind.
June 30, 2025
YouTube hosted a Creator Collective event, followed by a 20th birthday celebration on Google Beach during Cannes Lions.
Brands & Event Pros
Industry Innovators 2025: Sephora
The beauty retailer has broadened its international experiences and created impressive influencer activations.
June 30, 2025
In November 2024, Sephora Canada launched Shimmer Studio by Sephora, a pop-up experience designed for concert attendees coinciding with Taylor Swift's concert dates in Toronto.
Brands & Event Pros
Industry Innovators 2025: Chase
The financial services company keeps its cardmembers at the center of its activations.
June 30, 2025
At Dreamville Fest, concert attendees were able to visit the Chase Freedom Cashback Club, which included a bar, special giveaways, games, and photo printouts. Chase Freedom cardholders also received exclusive access to the viewing deck with a plus-one, along with other perks throughout the festival.
Brands & Event Pros
Industry Innovators 2025: Google
As the tech giant continues to roll out advancements in its AI products, it’s also building on its IRL human connections.
June 30, 2025
As the Official Fan Phone of the NBA and WNBA, Google Pixel returned to NBA All-Star Weekend this year with multiple interactive experiences. The Google Pixel House included photo moments, an open court, and other daytime and evening programming.
Brands & Event Pros
Industry Innovators 2025: HBO and HBO Max
The Warner Bros. Discovery properties continue to produce immersive experiences that extend the lives of their shows.
June 30, 2025
Earlier this month, HBO Max marked the debut of the Roland-Garros tennis tournament on the streamer in the U.S. by debuting “Le Petit Court' in Venice, Calif. The Roland-Garros-inspired pickleball experience recreated the tournament’s signature red clay court. On opening day of the experience, Hacks cast members Paul W. Downs and Robby Hoffman faced off against The Pitt’s Katherine LaNasa and Shawn Hatosy in a pickleball showdown. In addition to the celebrity match, guests were invited to take lessons with professional pickle ballers in partnership with Pickle Pop, stream the tournament in a dedicated lounge, join in on photo moments, and more.
Brands & Event Pros
Industry Innovators 2025: WNBA
The Women's National Basketball Association is dominating the sports world with record-breaking sponsorship deals and a growing fanbase.
June 30, 2025
Pinterest recently signed a new sponsorship deal with the 2024 WNBA Champion New York Liberty that will include exclusive content, in-game experiences, and community outreach.
Brands & Event Pros
Industry Innovators 2025: Complex
The media brand/curated marketplace is redefining the way fans interact with brands and artists.
June 30, 2025
Last year's ComplexCon broke event records, drawing over 60,000 people.
Brands & Event Pros
Industry Innovators 2025: PGA Tour
With the help of in-depth fan feedback and tech advancements, the golf organization has been able to create more engaging experiences.
June 30, 2025
Russell Henley played a shot from the 18th hole tee during the final round of the Arnold Palmer Invitational presented by Mastercard at Bay Hill Club and Lodge on March 9 in Orlando, Fla.
Brands & Event Pros
Industry Innovators 2025: Peacock
The streaming service has promoted its most popular franchises with elaborate immersive experiences.
June 30, 2025
At The Traitors Experience, games and puzzles ranged from rummaging through Alan Cumming’s iconic wardrobe to dodging lasers in a race against the clock, all against the backdrop of a private mansion transformed to reflect the series’ Scottish castle location.
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Top Stories
WorldPride D.C. took place May 17-June 8.
Event Production & Fabrication
WorldPride DC: How Event Organizers Created a Safe Space for the LGBTQ+ Community in the Nation's Capital
The massive celebration was a challenge for many reasons, but the global Pride event was still authentically D.C. Hear from organizers at Destination DC and Capital Pride Alliance.
Spanning several rooms of the Mercer Labs Museum of Art and Technology in New York City, a recent Don Julio experience allowed visitors to step inside tech-driven installations that were powered by cinematic projections, 4D spatial audio, and evocative scents like the warm aromas of roasted agave and rich oak. See more: See Inside This High-Tech, Multisensory Experience from Don Julio
Event Tech & Tools
Event Tech Check: Cool New Tools for Attendee Engagement, Destination Sourcing, and More
2025 Industry Innovators Article Image Brands
Brands & Event Pros
Industry Innovators 2025: 10 Brands That Took Experiential Marketing to a Whole New Level
Hennessy returned to Gov Ball with its revamped Hennessy Highline. Festivalgoers stopped by for live mural paintings, DJ sets between performances, custom photo ops, and an interactive claw machine where fans lined up for a shot at exclusive Hennessy premiums, as well as cocktails like the Henny-Rita, Hennessy Berry Mojito, and Hennessy Pineapple. See more: Gov Ball 2025: 25+ Eye-Catching Brand Activations From the NYC Music Festival
Opinion & Experts
Top Trending Stories on BizBash: June 2025
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Cannes Lions 2025: 90+ Bold Builds and Big Ideas From the French Festival of Creativity
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