The BIG XP

Turning Your Worst Moments into Memorable Brand Experiences

How brands can spot the most painful parts of their customer journey and transform them into brand defining moments.

How Companies Create Immersive Environments at Trade Shows

The Anti-Booth Movement has started. So to design a trade show booth that attracts and engages attendees hearts and business it requires designing an immersive environment that touches on their five human senses.

Phygital Futures: Why the Best Brand Experiences Now Live in Two Worlds

Once upon a time, banner graphics and free tote bags could carry an event—those days are over. Brands big and small are winning with consumers in the phygital.

Scottie’s Chicken Shack: The FedEx Cup Gets Finger-Lickin’ Fun

Scottie Scheffler, the world’s #1 golf champ, got his own concession stand at the FedEx St. Jude Championship at TPC Southwind. Lovingly dubbed Scottie’s Chicken Shack is a wink to his cameo in Adam Sandler's Happy Gilmore 2. Think themed chicken finger menu, a “do your time” photo booth, and fans grabbing bites between fairway views and swings. Let's break it down.

The Disney Imagineers' 4 Levels of Detail

Learning the four levels of detail that make Walt Disney Imagineering world-class

Laundromats are Prime Event Venues

In the name of nostalgia and unexpected photo-worthy vibes, brands are connecting with their audience where they are at...or spend multiple hours one day per week. Here is a rundown of why brands are loving laundromats as event venues.

Nostalgia, with Bubbles

Prebiotic soda brand, OLIPOP, turned a kitschy roadside motel into a living, breathing time machine...and then it let the internet do the rest

Culturally Fluent Brand Experiences Win 10/10 Times

Add a Confessional to Your Booth and Let Your Audience Preach!

Because people go to great lengths to NOT be pitched on your services or features, they just want to be heard. So to win at trade shows, shut up and listen.

5 AI Tools that Enhance Both Event Experience & Execution

The AI's are here...and they brought confetti cannons! From backstage ops to shareable content, here are five AI-powered tools that are reshaping experiential and event marketing for planners and brand activators—no Hollywood budgets required.

Brand Activations at 200 MPH: Capturing Attention at the Formula 1 Miami Grand Prix

The 2025 F1 Miami Grand Prix course featured speed, but for brands activating at the 3 day event, it was all about about smart, unforgettable brand experiences. Here’s what you can learn and apply to your next event on any budget.

What SXSW 2025 Taught Us About Brand Activations That Actually Work

From alien crash sites to ketchup ball pits, these brands didn’t just show up in Austin — they made people feel, share, scream, and stay.