• November 2026Ever see a big brand pull off a jaw-dropping marketing stunt and wish you could bring some of that energy to your own event?
Well, who says you can't?
This month, The Mixer is taking a few notes from the experiential marketing playbook. (Those folks seem to have all the fun, don’t they?). We're talking big ideas, memorable experiences, and what B2B event organizers can learn from brands that know how to put on a show.
And because there's plenty happening in the event world as 2026 winds down, we've got a few other things worth your attention:
💡 A big actionable lesson for your next event
📊 What private equity sees in trade shows
🎁 A case for giving events the Spotify Wrapped treatment
Let’s get into it:
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(Katya Ross/Unsplash)
Admit It, You Wish Your Event
Was This Cool
Between the flashy brand showcases and the eye-popping Times Square displays, brand activations can teach B2B events a lot.
Recently, a giant arcade machine showed up in the middle of Times Square. But there wasn’t a pixel in sight.
Instead, two literal fighters battled inside the machine, kicking and throwing uppercuts. Outside the machine, movie stars attempted to control the action. And yes, people noticed.
The stunt drew a ton of attention on social media and elsewhere, and presumably got a couple of event planners wondering, “How the heck did they do that?”
The larger-than-life Street Fighter activation was designed to promote a big-budget movie, but there's plenty B2B event organizers can take from it. After all, creating memorable experiences isn't just for consumer brands.
And there's a business case for it, too. Research from the experiential marketing agency Spiro found that attendees were up to three times more likely to make a purchase following a high-quality experiential event.
“I think the biggest thing is people want to feel special, and that you took some time, and you paid a little bit of attention,” says Trish Knox, the founder of TK Events, a U.K. and Canada-based event production firm.
If you find yourself attending a big gathering like Event Tech Live or IBTM World, odds are you’re looking for ways to bring that kind of spark to your next conference. Curious to learn more? Check out the full article below:
Check Us Out
Find EventMobi at Event Tech Live (Stand B32)
and IBTM World (Stand P49), and pick up the
print edition of The Mixer!
More insights on experiential strategies from around the web:
» Experiential marketing isn’t just about looking snazzy, but driving results. This Fast Company piece breaks down the differences.
» Looking for a few other pointers on building great experiences? The TK Events blog has more.
» Need a few starters? Skift Meetings has a useful list of interactive ideas designed specifically for entertaining large crowds.
» One way to improve the event experience? Focus on check-ins. Check out EventMobi’s guide to badge printing for a few starters.
The Biggest Event Deal Ever? 💰
Two trade show titans join forces
in a megadeal with a massive price tag.
$2.96B
The amount that the B2B conglomerate Informa plans to spend on acquiring Clarion Events from the asset management firm Blackstone. Clarion, known for global trade shows like the tech-focused IFA in Berlin and the Washington, D.C.-based fan gathering Awesome Con, was previously the world’s largest privately owned exhibition organizer. But by joining the publicly traded Informa, it’s now part of perhaps the biggest deal in the sector‘s history, per Trade Show Executive. The deal, announced last month, reflects Informa’s increasing dependence on B2B events for revenue. It hits in the midst of a merger-heavy 2026.
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This is one Spotify idea you’ll want to borrow. (felirbe/Unsplash)
Make 2026 the year you do a “Wrapped” campaign
We’re nearly at the end of the calendar year, which means that, yes, Spotify Wrapped is on its way—along with a number of copycats. (This SNL sketch is a spot-on parody of the trend. Highly recommended.)
But just because something’s widely copied doesn’t mean it’s not worth stealing. Organizations big and small have been able to take the data that they have directly under the surface and turn them into broader lessons. A few examples to get you thinking:
It can simply make for a good social post. For example, the Motor Neurone Disease (MND) Association highlighted its fundraising, charity events, and corporate partnerships in its 2025 Wrapped.
It can help you reach across different channels. Wrapped campaigns often don’t just live in your browser or inbox, but can appear inside an app, through push notifications, and over SMS, notes Customer.io. But one thing that could really push it over the edge is an in-person element. Spotify is known for its billboards. That’s a strategy you could definitely steal.
It can be a smart attempt at personalization. Last year, Wyndham Hotels & Resorts sent personalized video recaps to its rewards members, a decision that led to a massive surge in click-through rates and survey completions according to its vendor, Blings. Yes, surveys: You could even use your Wrapped campaign to bring in fresh data to use for your next one.
Bonus round: Events are packed with data of all kinds, which you can share at the end of the year to help draw attention as part of the broader “Wrapped” trend. But if you’re really on top of it, you could always do a “Wrapped” at the end of your event.
After all, you probably know the number of attendees and the types of sessions they attended.
That’s where the event sector stands this month. Keep an eye on where we’re headed—and be sure to share this link with your favorite reader: