I start most Tuesday mornings, not with a typical marketing checklist, but instead by asking my manager what he thought of the latest episode of the hit TV show ‘The Last of Us.’ And it got me thinking, how do these insanely popular shows create such an immense fan following?

Whether you work in the events industry or not, you’ve probably come across Coachella. It’s one of the most famous music festivals in the world, with brands lining up to tap into its captive audience of celebrities, festival-goers, and trendsetters. This year’s event was no exception, with an array of immersive and creative brand activations integrated into the festival experience.