Brought to you by the editors of Event Marketer magazine, this collection of case studies offers in-depth overviews of 50 of the best pop-up event strategies, campaigns and programs being executed by the industry’s brightest leaders and most innovative brands and agencies. Campaigns featured in the book include more than 47 top brands and span more than 10 unique event types across b-to-b and b-to-c categories. Readers and practitioners of live engagement marketing will walk away with a full primer on the best practices, insights and tools they need to leverage the power and promise of pop-ups to do their jobs better and elevate their craft. If all events are fleeting by nature, you might be wondering, what makes a pop-up a pop-up? We get it—the definition can be a little fuzzy. So our editors applied a strict checklist of criteria when selecting the programs featured in this book. The resulting collection profiles the programs that have helped turn the concept of “temporary” into “tactical,” and created a new marketing genre in the process. From the earliest trendsetters, like Charmin’s iconic holiday restrooms in Times Square and WIRED’s annual technology showcase, to some of the more recent iterations like Woolite’s pop-up shop at Fashion Week and Delta’s mini JFK terminal experience, we offer all of the behind-the-scenes details and photos you need to get educated and inspired by the best pop-ups the industry has to offer. Includes: retail, sports marketing, influencer, b-to-b, proprietary, entertainment, charitable tie-in, student marketing, sponsorship and green events. Brands featured include: Adidas, Adobe, Gap, Kellogg’s, Levi’s, Method, Nike, Target, Yahoo! and more than 35 others.