Free Webinar April 3: AI-Powered Event Personalization.

Free Webinar April 3: Creating Personalized Event Experiences Using AI.

InstaBuzz #Hashtag Activations

June 22, 2015

In February, L'Oréal Paris hosted a pop-up event to celebrate the launch of its new Paradise Big Deal Mascara. It featured an immersive billboard activation in Times Square where visitors were able to have their lashes featured. Eight thousand products were distributed and the experience generated 18.6 million instances of the hashtag #bigdealmascara.

Top 5 Ways Event Profs Measure the Success of Pop-Up Activations

The screenings were open to the public and targeted toward fans of the show, entertainment influencers, and media known to be part of the Yellowjackets Hive. In total, over 400 tickets were sold across all four cinemas, with nearly 5,000 fans visiting the lobby installations.

See Inside These Buzzy ‘Yellowjackets’ Screenings

This Skincare Brand Created an Oasis of Wellness in the Wake of LA's Wildfires

Netflix Bites Vegas is a yearlong spinoff of the streaming platform's Netflix Bites LA, which was a 2023 pop-up focused exclusively on Netflix's culinary programming.

Netflix's Tasty New IRL Experience Is Now Open in Las Vegas

Experiential Marketing, Activations & Sponsorships

Top 5 Ways Event Profs Measure the Success of Pop-Up Activations

From social media engagement to dwell time, here are some of the key KPIs they track.

In February, L'Oréal Paris hosted a pop-up event to celebrate the launch of its new Paradise Big Deal Mascara. It featured an immersive billboard activation in Times Square where visitors were able to have their lashes featured. Eight thousand products were distributed and the experience generated 18.6 million instances of the hashtag #bigdealmascara.

Experiential Marketing, Activations & Sponsorships

See Inside These Buzzy ‘Yellowjackets’ Screenings

Paramount+ with SHOWTIME hosted advanced showings of the new season with some branded, slightly ghoulish goodies.

The screenings were open to the public and targeted toward fans of the show, entertainment influencers, and media known to be part of the Yellowjackets Hive. In total, over 400 tickets were sold across all four cinemas, with nearly 5,000 fans visiting the lobby installations.

Experiential Marketing, Activations & Sponsorships

This Skincare Brand Created an Oasis of Wellness in the Wake of LA's Wildfires

Natura Bissé's Casa Hollywood activation featured workshops, master classes, and an innovative culinary experience that showcased its skincare—all while helping Angelenos get their glow back.

Experiential Marketing, Activations & Sponsorships

Netflix's Tasty New IRL Experience Is Now Open in Las Vegas

Netflix adds to its roster of IRL fan experiences with Netflix Bites Vegas, a one-year culinary residency at MGM Grand Hotel & Casino that brings the streaming platform's shows and movies to the table.

Netflix Bites Vegas is a yearlong spinoff of the streaming platform's Netflix Bites LA, which was a 2023 pop-up focused exclusively on Netflix's culinary programming.

Experiential Marketing, Activations & Sponsorships

Food Porn: Get a Sneaky Peek Inside CookUnity’s Peep Show Experience

The meal delivery platform hosted a one-day pop-up that highlighted the sensual side of dining.

The one-day event welcomed 283 attendees.

Experiential Marketing, Activations & Sponsorships

33 Cool Ideas You May Have Missed From NBC, Nespresso, Whataburger, and More

Here’s a look at some steal-worthy ideas we spotted in February 2025.

Fifteen Percent Pledge Gala

See Inside HBO's Stunning 'The White Lotus' Premiere Event

16 Event Profs Reveal Their Most Ingenious Problem-Solving Hacks

15 Attention-Grabbing Booths From Natural Products Expo West 2025

10 Glam Stations That Stole the Spotlight at Events

Top 5 Ways Event Profs Measure the Success of Pop-Up Activations

How to Launch a New Event Agency in Decadence and Style

Experiential Marketing, Activations & Sponsorships

This Haircare Brand Celebrated Decades of Black Beauty with a Retro-Style Fete

Co-hosted by actress Keke Palmer, the event highlighted Creme of Nature's connection to Chicago’s South Side, where the brand was founded in 1976.

One vignette featured a retro outdoor setting, replete with lawn chairs and a boom box, inspired by Chicago’s South Side in the 1970s.

Experiential Marketing, Activations & Sponsorships

Get a Look at the Best Brand Moments From NYFW Fall/Winter 2025

From chip pants to coffee pop-ups, this month’s New York Fashion Week featured clever partnerships, fun parties, and plenty of inspiring designer shows.

NYLON Nights: Fashion Edition

Experiential Marketing, Activations & Sponsorships

See Inside Welch’s Zero Bodega That Turned Into a Surprise Speakeasy

The food brand launched its new line of drinks with a play on the beloved NYC corner store, along with an unexpected hidden lounge.

The door to the speakeasy resembled a fridge.

Experiential Marketing, Activations & Sponsorships

Why Subway Hosted a Fancy Five-Course Meal

The restaurant chain showcased its ingredients in unexpected ways with an immersive dinner experience in NYC.

The event featured a formal dinner setting.

Experiential Marketing, Activations & Sponsorships

What’s In and What’s Out for Brand Experiences in 2025

Experiential marketing pros share key best practices—and what to leave behind—for designing successful activations this year.

Last year, CBS invited media, influencers, and fans to experience life as Colter Shaw—the protagonist of the series Tracker—with overnight events at scenic AutoCamp locations. Elevated influencer partnerships can help brands build more loyal communities.

Experiential Marketing, Activations & Sponsorships

Snow Business: Top Brand Activations From the 2025 Sundance Film Festival

This year’s parties, panel discussions, and brand activations honored independent filmmaking at the annual tentpole event.

Festivalgoers were able to relax by a fireplace on an outdoor terrace, complete with a cozy heated yurt.

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