Festivalization: Brand Activations and Events

Description:

Gone are the days of lackluster corporate conferences, unenthused in-store activations, and cold pizza lunch and learns. People are tired of webinars and poorly executed business events or activations. The largest business conferences are pivoting to a festival format. This can be a moving target as large-scale festivals continue to grow into enormous experiential activations. All signs indicate that experiential brand activations are diverging into two paths: smaller, curated experiences and larger, multi-brand experiences that take on the look and feel of a cultural festival.