Best of 2010: Indie Events Go Corporate

As marketers look for new places to engage their target audiences, some events that started scruffy are incorporating slicker, business-minded elements.

December 16, 2010

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Photo: Line 8 Photography

At the Coachella Valley Music and Arts Festival, grown-up brands such as American Express and Microsoft sponsored tents with air-conditioning, charging stations, and plenty of product placement.

At the Coachella Valley Music and Arts Festival, grown-up brands such as American Express and Microsoft sponsored tents with air-conditioning, charging stations, and plenty of product placement.

Photo: BizBash

Held in Los Angeles in March, the Independent Spirit Awards moved from an intimate beachside tent to a larger downtown venue with six sponsor tents, including an Elle magazine greenroom.

Held in Los Angeles in March, the Independent Spirit Awards moved from an intimate beachside tent to a larger downtown venue with six sponsor tents, including an Elle magazine greenroom.

Photo: Line 8 Photography

During the experience, guests traveled from the red clay fields of Jalisco to the heart of a modern Mexican celebration.

See Inside This High-Tech, Multisensory Experience from Don Julio

The 'Mainstays Mujeres' event, which drew 32 Latina content creators, transformed a private residence in Venice, Calif. on May 30.

This Event Turned Home Decor Into a Celebration of Latinas' Life Moments

It included an iconic cassette tape photo backdrop.

Gov Ball 2025: 25+ Eye-Catching Brand Activations From the NYC Music Festival

Them x Destination DC's WorldPride DC Kick Off Event

Summer Lovin': See How These Brands Celebrated Romance

Experiential Marketing, Activations & Sponsorships

See Inside This High-Tech, Multisensory Experience from Don Julio

Part guided tasting, part interactive art experience, the latest activation from the spirits brand immersed guests into the culture of the popular tequila.

During the experience, guests traveled from the red clay fields of Jalisco to the heart of a modern Mexican celebration.

Experiential Marketing, Activations & Sponsorships

This Event Turned Home Decor Into a Celebration of Latinas' Life Moments

Walmart and Apartment Therapy teamed up to celebrate the Becky G & Alejandra home collection—while also spotlighting the often-overlooked personal milestones of Latina creators.

The 'Mainstays Mujeres' event, which drew 32 Latina content creators, transformed a private residence in Venice, Calif. on May 30.

Experiential Marketing, Activations & Sponsorships

Gov Ball 2025: 25+ Eye-Catching Brand Activations From the NYC Music Festival

The annual music festival featured sponsorship firsts and lots of colorful experiences from brands like Kiehl's, 7-Eleven, and Coca-Cola.

It included an iconic cassette tape photo backdrop.

Experiential Marketing, Activations & Sponsorships

Summer Lovin': See How These Brands Celebrated Romance

From prebiotic soda to laundry appliances, brands are cashing in on the feel-good vibes of coupledom.

Them x Destination DC's WorldPride DC Kick Off Event

Experiential Marketing, Activations & Sponsorships

Brands Are Backing Out of This Year's Pride Events—But Some Are Stepping Up

Facing political pressure, some companies are cutting back on public and financial support for LGBTQIA+ events, while others remain strong.

Washington, D.C., is hosting this year’s WorldPride celebration.

Experiential Marketing, Activations & Sponsorships

50 Cool Event Ideas You May Have Missed From TOMS Shoes, Mattel, Barstool Sports, and More

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

Max's 'Mothers of Max' Art Installation

See Inside This High-Tech, Multisensory Experience from Don Julio

How U.S. Event Planners Can Navigate Global Attendance Challenges

C2 Montreal 2025: How the Business Conference Puts Creativity in 'Motion'

This Event Turned Home Decor Into a Celebration of Latinas' Life Moments

How BET’s Stylish Anniversary Dinner Honored the Past—and Embraced the Future

What's New in Meetings and Trade Shows: MPI WEC Heads to St. Louis, New Trends Report Shows Corporate Events on the Rise, and More

Brands & Event Pros

Industry Innovators 2025: 11 Experiential Experts Reinventing How We Experience Brands

Meet the boundary-pushers, rule-breakers, and big thinkers shaping the future of experiential marketing.

2025 Industry Innovators Article Image Experiential2 B

Experiential Marketing, Activations & Sponsorships

See How Keebler (And Its Elves) Created Some Experiential Marketing Magic

The brand brought its Hollow Tree to life with creative pop-up experiences in three major cities.

Keebler brought its iconic Hollow Tree to life through pop-up experiences in New York, Chicago, and Cincinnati.

Experiential Marketing, Activations & Sponsorships

Netflix Rebuilds a Bookstore for 'YOU' Fan Experience—See Inside Joe Goldberg's Twisted Reality

The streaming service tapped longtime agency partner Invisible North to transform a blank-canvas venue in New York into Mooney’s Bookstore—creepy cage and all.

The YOU event took place April 22 and 23 in a completely transformed, 5,000-square-foot space located at 489 Broome St., just ahead of the release of season five, the final season of the beloved show.

Experiential Marketing, Activations & Sponsorships

Get a Peek Inside These Star-Studded Beauty Events

Haircare, skincare, and makeup brands, including celeb-founded lines from Beyoncé, Paris Hilton, Selena Gomez, and Serena Williams, connected with consumers through creative activations and recent events.

Chillhouse’s Forever Wear Launch

Experiential Marketing, Activations & Sponsorships

Inside Motorola’s Bold, Multisensory Razr Launch Event

The visually striking debut for the brand's latest Razr flip smartphone featured immersive design, stylish photo ops, and surprise sensory elements.

The launch event for Motorola's new Razr flip phone took place on April 24.

Why Audiences Tune Out & What Experiential Events Do Better

Your audience isn’t bored, they’re underserved.

When the audience drives the interaction, the message sticks. This Shell Recharge activation turned learning into a hands-on moment, because engagement beats explanation.

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