Cineplex adds VR to its offerings

For Cineplex, it’s a chance to up its premium content offerings, while IMAX sees it as a opportunity to bring VR mainstream.


Brands win music fans with samples and free wi-fi: study

While Canadian concert-goers feel that sponsorships should be more subtle, but offering sponsored wi-fi, air conditioning or even a shower station will win favours.


Stella Artois, Fiji Water join Fashion Week as sponsors

Sponsors will play to a crowd of designers, journalists and style enthusiasts at the revamped event.


CF focuses on customization and social sharing

To feed social media sharing, the mall chain will unveil new “Inspiration Stations” as CF refines its experiential identity.

BIGFEAST16-AWH-2098 [Web]

Feastival’s first Canadian edition announces sponsors

MEC, Creemore Springs, Sobeys and more will join the festival, which is projected to attract 10,000 people daily this weekend.

Fancy Feast Popup-80

Spotted! Fancy Feast goes experiential to target foodies

The Purina brand targeted foodie cat owners in downtown Toronto with a pop-up that included human versions of its cat food.


Spotted! Aero gets experiential for S’Mores Day

The Nestle chocolate bar is aiming to connect one-on-one with consumers around moments of pleasure.


Spotted! McDonald’s gets benched

To celebrate its “McDelivery Day,” the chain opened up a series of pop-up benches in urban areas.


Spotted! Tourism New Brunswick’s urban spin on whale watching

The tourism agency challenged urbanites to hail a cab and find out a bit more about the East Coast province.


St. Joseph Media gets serious about events

The media company has officially established an events and experiential division, hiring Carrie Gillis at the helm.


Spotted! TIFF brings some culture to Union Station

The ongoing partnership between the two iconic Canadian brands will see TIFF blur the line between promoting its content and delivering it.

Black Summer Skream

Spotted! Kraken’s summer black-out

The rum brand is expanding into experiential marketing to create social sharing and sampling opportunities.


Spotted! Torontonians play Spider-Man for a day

A Union Station activation to promote Sony’s new smartphone – and the new superhero film – invites commuters to take a web-slinging selfie.

CANADIAN TIRE CORPORATION- LIMITED-Canadian Tire gives its quint

Spotted! Canadian Tire modernizes its money

The brand is issuing a limited edition updated $0.10 bill, along with a big paid media campaign to mark Canada 150.

ice cream flights

Spotted! A sophisticated ice cream pop-up

Häagen-Dazs has its eye on young professionals, with tasting “flights” of ice cream and booze-infused dessert cocktails.