Juanita Chavarro Arias, Author at Chief Marketer

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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B-to-C Events

Experiential Marketing Trend of the Week: Rolling Stunts

Wrapped vehicles and tricked-out rides are guaranteed to turn heads, but a larger-than-life mobile installation can generate social content, earn press coverage and spark “did you see that?” conversations that keep a brand top of mind. Whether they’re wheeling into neighborhoods, city centers, festivals or popular landmarks, rolling stunts are transforming ordinary parking lots, street […]

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B-to-C Events

Hulu’s Get Real House: What Goes into Developing a Live Event for TV, TikTok and Talent

When Hulu debuted its Get Real House last year, it was like “lighting in a bottle,” says Kottie Kreischer, svp-events at Disney Entertainment Television. The event brought together the streaming service’s reality TV stars under one roof to share announcements, offer series first looks and create content-gathering opportunities. With all the positive buzz the event […]

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B-to-C Events

From Newsstands to Glam Suites, SheaMoisture Shifts into Experiential for F1 Miami Weekend

Every year, the Formula 1 Miami Grand Prix draws ire from racing fans for being too hot and muggy, but Florida’s humid climate proved to be the perfect testing ground for SheaMoisture’s newest frizz-fighting product, Silk Press in a Bottle Prep Cream. The brand identified the May 2-3 race weekend as the next stop for […]

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B-to-C Events

For the Fans: McDonald’s ‘KPop Demon Hunters’ Meal Rivalry Comes to Life at an L.A. Event

No one knew the fandom around “KPop Demon Hunters” was going to explode, but the love for the most-streamed movie of 2025 just continues to go up, up, up. And McDonald’s joined the conversation with its latest meal collab, designed as a “Battle for the Fans.” At the end of March, McDonald’s teamed up with […]

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B-to-C Events

2026 F1 Miami Grand Prix: Full-Throttle Experiences from TikTok, Diageo, Mobil and More

Now in its fifth year, the Formula 1 Miami Grand Prix continues to draw race fans from around the world, with attendance figures estimated at 275,000, and it’s a major activation moment for brands, as the first U.S. race of the season. Every year, we’ve seen more and more brands take advantage of the exploding […]

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B-to-C Events

How Disney Turned ‘The Devil Wears Prada 2’ into an Experiential Marketing Machine

In the 20 years since “The Devil Wears Prada” premiered, the love for its characters, sardonic one-liners and cerulean fashion statements has only grown. So for the release of its highly anticipated sequel, “The Devil Wears Prada 2,” how could the marketing team approach, and build on, such a treasured cultural phenomenon? For starters, they […]

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B-to-C Events

Inside Jeans Country: American Eagle’s First-Ever Stagecoach Activation

“It wasn’t our first rodeo, but it was our first Stagecoach.” That’s how American Eagle cmo Craig Brommers describes the retailer’s grand debut as the country music festival’s exclusive apparel and denim sponsor. To bring the sponsorship to life, the brand activated a “Jeans Country” denim desert-themed experience on the festival grounds in Indio, CA, […]

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B-to-C Events

Stagecoach 2026: 11 Brand Activations that Fused Western Glam with Hydrating Oases

This year’s edition of the Stagecoach Music Festival brought the biggest names in country music to Indio, CA, including headliners Cody Johnson, Lainey Wilson and Post Malone, with a few surprises (hello, Pitbull!) over the April 24-26 weekend. And while temperatures weren’t scorching as in years past, high winds came out in full force, causing […]

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