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In the Unlikely Event

In the Unlikely Event

By: Rick Kiley
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In the Unlikely Event is a vibrant video podcast spotlighting the untold stories of crisis, chaos, and creativity in experiential marketing. Each episode is a candid conversation with industry pros who've faced major event challenges—and lived to tell the tale. We explore the heart-pounding details of what went wrong, how it was fixed, and what keeps event people coming back for more.2025 Economics Marketing & Sales
Episodes
  • Fireworks: America's Millennium & Dubai's World Record
    29 Sep 2026

    What happens when you're asked to insure the Washington Monument, cover it in plastic days before New Year's Eve, or delay a world-record fireworks display with the clock ticking toward midnight?

    Host Rick Kiley and Soho Experiential co-founder Jeff Bojis sit down with veteran pyrotechnics producer Joe Mercante for two high-stakes stories from the world's biggest celebrations.

    From America's Millennium Celebration in Washington, D.C., to a 60-mile fireworks spectacle across Dubai, Joe shares how meticulous planning, clear safety protocols, and the discipline to hold the line turned impossible moments into unforgettable shows. Hear why the best event plans aren't about preventing every problem—they're about knowing exactly what to do when one arrives.

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    50 min
  • The Black Mirror Mirage: Adidas At Coachella
    25 Aug 2026

    What happens when a 120-to-140-mile-per-hour windstorm hits the day before an Adidas pop-up opens near Coachella—and the city shuts down the entire structure? Host Rick Kiley sits down with Brad Jackson of Out of Office to revisit Adidas's 2018 Clima Ultra Boost activation in the California desert.

    The plan was a black mirrored roadside retail experience set among the wind farms. But after extreme winds made the site unsafe, officials chained the doors and barred guests from entering. With hours to go, Brad and his crew transformed shipping containers, black gravel, and the closed installation into a new retail moment and photo-worthy art stunt. Hear how they got the shoes into people's hands and salvaged an impossible situation.

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    40 min
  • The Color Run: Mud, Mayhem, and the Stuck Truck Stage
    28 Jun 2026
    What happens when the giant truck carrying the very thing that makes your event famous—the color powder—sinks into the mud just 30 minutes before 7,000 runners cross the start line? In this episode, host Rick Kiley sits down with John Connors, founder of Peak End Creative and a founding member of the team that launched The Color Run. They travel back to 2012, to the second-ever Color Run in Austin, Texas. After a successful debut in Phoenix, the team was hit with a "perfect storm" of Texas rain, a disintegrating course, and a logistical nightmare that threatened to derail the fastest-growing running series in history. John recounts the visceral, high-pressure moments of watching his event spiral: from runners losing their shoes in "suction-cup" mud to the heart-stopping moment the main color truck got stuck right in front of the main stage. Hear how the team used the "Event Serenity Prayer" to pivot in real-time, turning a stuck truck into an iconic DIY stage and delivering the "color promise" against all odds.
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    39 min
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