Juanita Chavarro Arias, Author at Chief Marketer

10 Brands Capturing FIFA World Cup Fever with Stunts, Activations, Pop-ups

After almost 40 days, the FIFA World Cup 2026 wrapped on July 19, but the experiences live on. Check out how brands showed up around the world to capitalize on the event of the summer.

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B-to-C Events

Why a Dog Hydration Brand Designed an Activation to Meet Dogs at Their Level

For new brands and challenger brands alike, investing in experiential marketing doesn’t always require a huge budget or “bold” plan.

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B-to-B Events

How Oatly Built a B2B Event Inspired by its Beverage Trends

As beverage culture explodes, Oatly is ensuring it’s not only a key ingredient within the conversation and the concoctions, but that it’s also leading them. With the goal of creating “the Davos of beverage,” Oatly’s recent AFTERTASTE event in New York City immersed 300 leaders, operators, tastemakers, creators and journalists in the coffee, f&b and hospitality industries in presentations and sampling inspired by the brand’s latest strategic Look Book Vol. 3.

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B-to-C Events

The Brief: Spidey Apartments and Sun Clubs

This week’s hot takes on hot topics in experiential marketing cover Peter Parker’s Apartment Tour, a Wimbledon-inspired activation in Central Park and X Games’ High Noon Sun Club.

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B-to-C Events

World Cup Experiential: 10 Activations Bringing Soccer Fandom to Life Beyond Stadiums

The FIFA World Cup 2026 round of 32 marks the moment when every match becomes a win-or-go-home battle, and heartbreaks are happening every day. Thankfully, brands are popping up events and activating campaigns to lift up passionate fans and keep the energy high, whether teams win or lose. In fact, U.S. World Cup-related experiences are […]

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B-to-C Events

Experiential Marketing Trend of the Week: Think Pink

If you thought 2023’s “Barbie” movie summer was the end of the pink trend, think again. Brands have been leaning into the bubblegum palette to spark feelings of playfulness, creativity, coziness and, often, empowerment in their activations. While Barbie collabs have been driving a lot of the reenergized pink craze, companies have staked their own […]

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B-to-C Events

FIFA World Cup 2026: 11 Brand Activations that are Scoring Big with Soccer Fans

Fan fests for the FIFA World Cup 2026 are taking over 13 host cities across the U.S., Mexico and Canada, and enthusiastic attendees have been packing into venues to engage with sponsor activations, soccer-themed gaming experiences, concerts and match screenings. Last Thursday, the FIFA Fan Festivals reached the 2 million visitor mark, with the three […]

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B-to-C Events

The Power of Mentorship and Betting on Yourself, with Anna Nicholson of Yahoo

Anna Nicholson likes to feel challenged and excited about her work, and while her first job as an event marketer at a health care startup taught her a lot about executing b-to-b and b-to-e events, she needed more. Enter: Yahoo and what she calls “the best team on the planet.” Nicholson took a leap of […]

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Trade Shows

2016 Rewind: Looking Back at What Our B2B Dream Teamers Were Talking About a Decade Ago

At the beginning of the year, 2016 made a resurgence on social media, as users became nostalgic for the music, fashion, memes and Instagram filters of the time. Now, it’s our turn to look back. 2016 marked the first time that Event Marketer focused its annual Dream Team recognition program on event marketers from the […]

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B-to-B Events

Grand Ex 2026: Google Cloud, Opus Agency and Gramercy Tech Earn the Campaign of the Year with ‘Tech Immersion’

Impressing an audience of global technical go-to-market professionals with a technology-focused event is an ambitious request, but that was Google Cloud’s brief for its Tech Immersion training program.

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