Welcome back to XP Land’s monthly series, the Recap. Each month, we spotlight three events that impressed us with their intentional design and thoughtful XP. We dive into how they were ideated, funded, produced and promoted, plus the attendee buzz and key takeaways. Consider this your cheat sheet for what’s working in the experiential space.
In April, it was all about giving the fans what they want — and then some. From a software conference with block-party vibes to surrealist desert pop-up that was the talk of Coachella to the stadium-sized saga of WrestleMania, these events reminded us that true XP magic starts with community at its center.
CANVA CREATE 2025: SOFTWARE MEETS SHOWTIME
After going viral for its Hamilton-inspired rap presentation last year, Canva returned with a wink and doubled down on software-as-spectacle for its second annual IRL conference. New tools and features were unveiled during a high-voltage keynote that treated product drops like headline acts, complete with lights, music and a full-house of fans.
Then, it was time to play. There were panels and product demos, personality quizzes at the “Suite Shop,” a ball pit swimming pool (lifeguard included) and C-Suite and celebrity talent everywhere, including XLISTER and Mattel CMO Lisa McKnight and America’s favorite musician and late-night bandleader, Jon Batiste.
The overall theme of the event was “Productivity, meet Creativity,” with product launches (Visual Suite 2.0, Canva Sheets and Canva Code, to name a few) aimed at enhancing both. But really, it was about community. Every update, every new tool was based on wishes from actual users — granted by Canva's co-founders Melanie Perkins, Cliff Obrecht and Cameron Adams and memorialized in the event’s catchy custom jingle, “Please Add the Wedigets.” (Oh, that’s a Canva Create inside joke. You’ll have to watch the keynote.)
“I happily drank the Canva Kool-Aid. I went from top-of-the-funnel all the way to the bottom in less than a day. I literally couldn’t wait to get back to my desk so I could check out all the new tools.”
XP takeaways
Empower your community: Canva brought its audience into the creative process, turning superfans into co-authors of the brand story. When your community feels seen and valued, they don’t just support your evolution — they lead it.
Blend product with performance: Announcements can be more than slideshows. While a Gospel choir and a marching band aren’t necessarily required, turning product updates into cultural moments transforms users into true fans who want to be part of the story from the start.
Editorial Note: XP Land was hosted at Canva Create by Canva's experiential agency Public School, a creative studio and XLIST sponsor.
PINTEREST’S COACHELLA ACTIVATION: TRENDING IN REAL TIME
When Pinterest’s data revealed a tidal wave of Gen Z interest in festivals, with search volumes for festival fashion and beauty hitting all-time highs, they didn’t just show up at Coachella 2025. They showed up inside it — with an invitation to "remix yourself on Pinterest" at their surrealist pop-up designed in partnership with Ramisha Sattar, who also serves as Chappell Roan’s creative director.
Inspired by Pinterest's new collages feature, the immersive activation led guests through a series of QR-coded installations that allowed them to Pin their favorite festival fashion and beauty trends and create an entirely new aesthetic. Next, they brought their remixed looks to life with the help of an army of stylists and makeup artists. Finally, attendees headed to the photo studio to have their photo taken in front of one of Rattar's custom collages. The result? A shareable snapshot that was uniquely theirs.
"You don't need to be Chappell Roan to have our free on-site stylists make all your festival dreams come true (but she absolutely did, too, and looked incredible)," said Andréa Mallard, Global Chief Marketing & Communications Officer at Pinterest. "We're bringing endless inspiration so everyone can walk out with limitless possibilities."
“They nailed the perfect balance between influencer magic AND everyday festival-goers.”
XP takeaways
Go where your people are: Pinterest didn’t host a standalone event — it embedded itself inside a cultural epicenter its community already loved. Meeting your audience where they’re already gathering creates a natural connection that no amount of marketing could manufacture.
Trendspotting > trend-embodying: Predicting what’s cool is table stakes. Pinterest made trends physical, wearable and personal, helping fans live the looks they’d been pinning all year long. When you turn ideas into lived experiences, you move from inspiring fans to empowering them.
WRESTLEMANIA 41: FUELing the FANDEMONIUM
Streamed live on Peacock on both Saturday and Sunday nights, WrestleMania 41 in Las Vegas delivered a weekend of shocks, spectacle and storyline payoffs that had fans buzzing. In the main event, John Cena defeated Cody Rhodes to become WWE's first-ever 17-time world champion, surpassing Ric Flair's longstanding record. The match featured a controversial twist when rapper Travis Scott interfered, pulling the referee out of the ring to prevent a Rhodes victory. Cena capitalized on the distraction, delivering a low blow and striking Rhodes with the title belt to secure the win.
Beyond the ring, the WWE World fan festival transformed Las Vegas into a wrestling haven, offering meet-and-greets with Superstars and Legends, exclusive merchandise and interactive exhibits that celebrated WWE's 70+ year history. And despite looming economic worries, the fans were there for all of it. According to a WWE press release, WrestleMania 41 was the most successful and highest-grossing event in the promotion’s history.
“I have seen a lot of fan bases in my life from sports to fashion to the world of Comic-Con. I have never seen a fan base as devoted as wrestling.”
Erica Boeke
XP takeaways
Elevate the narrative: WWE's commitment to long-term storytelling, exemplified by Cena's heel turn and record-breaking win, keeps fans emotionally invested and eager for what's next. Every character shift and every plot twist feels earned, making the final payoff at WrestleMania not just satisfying but unforgettable.
Enhance fan engagement: By expanding the WrestleMania experience beyond the ring with WWE World, WWE deepens its already cult-like fan involvement. The energy stretched from meet-and-greets to interactive exhibits, turning every corner of Las Vegas into a stage to bring WWE fandom to life.
WHAT ALL THREE EVENTS GOT RIGHT
Canva Create, Pinterest’s Manifest Station and WrestleMania showed what’s possible when you know your audience deeply and hand them real ownership of the experience. These brands made fans part of the experience from the start.
For XP creators, the takeaway is clear: Build experiences that give your audience agency, celebrate their passions and invite them deeper into the story. That’s how you turn moments into movements — and fans into a lifelong community.
Next month, we’ve got our eye on F1’s Miami Grand Prix’s 57 laps of the 5.41-kilometer Miami International Autodrome on Sunday, May 4 and, of course, C2MTL May 22-24, one of our favorite fests of the year. Got a standout event we should cover? Slide into our DMs — XP Land on LinkedIn or @xp_land on Instagram — or send us an email at editorial@xp.land.
