Juanita Chavarro Arias, Author at Chief Marketer

Fresh Thinking on Bringing Content Creators into Your Events

At a time when de-influencing has taken hold of social media to reject the inauthenticity of influencer culture and dissuade users from buying viral products, where do marketers stand with influencers? In the events industry, they’re not going anywhere. If anything, their influence is growing. We’ve seen more and more influencers headline pop-ups and shows, […]

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B-to-C Events

Q&A: Sonic’s CMO Talks Tapping into the X Games Fanbase and Standing out as a Sponsor

Popping up a larger-than-life Sonic cup in the middle of a skate park at X Games Ventura 2024 was pretty memorable for a first-time sponsorship, so when the brand returned this summer as presenting partner of X Games Salt Lake City 2025, June 27-29, it arrived with a few upgrades. Of course, the fully branded […]

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B-to-C Events

The Brief: Giant F1 Helmets and Goldfish Retrieval Services

This week’s hot takes on hot topics in experiential marketing cover giant F1 helmets, Goldfish Retrieval Services and potty-training parties.

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B-to-C Events

Experiential Trend of the Week: Experiential Pit Stops

Summer means road trips are taking place all around the country, and usually, vacationers are more excited about the destination than the journey. (We’d certainly fall into that camp.) And yet brands are making a case for the rest stop as a destination of its own, transforming the highway staple into a full-blown experience. Take […]

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B-to-C Events

The Brief: Furby Clubs and Drip Lounges

This week’s hot takes on hot topics in experiential marketing cover Club Furby, Shaq’s Drip Lounge and a National Pink Day pop-up.

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B-to-C Events

FIFA Club World Cup 2025: Fans Kick it at Michelob Ultra’s Soccer Activation and Beer Garden

As the Official Beer Sponsor of the FIFA Club World Cup 2025, Michelob Ultra is hitting matches around the country throughout the tournament’s run, June 14 to July 13, to bring soccer fans in-stadium and on-premise activations, including beer gardens popping up at the 12 host stadiums. We had the opportunity to explore the Michelob […]

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B-to-C Events

At the Hot Fellas Bakery, HBO Max Treats ‘And Just Like That…’ Fans to an In-world Experience

“Hot bread, hotter guys?” Sign us up. HBO Max brought to life the cheeky Hot Fellas Bakery from “And Just Like That…” with an activation in New York City’s East Village from June 14-15. In the “Sex and the City” sequel series, character Anthony Marentino launches Hot Fellas as a bread delivery service staffed by […]

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B-to-C Events

How Gen Z Shopping Habits Led Urban Outfitters to Redefine its Back-to-Campus Campaign

Back-to-school season usually kicks off in mid-July, but Urban Outfitters is getting an early start, like really early. The brand launched its UO Haul back-to-campus campaign in May, before some schools around the country even let out for the summer. “We have a 365, ongoing platform for consumer insights. Our customers said, ‘My back-to-school season […]

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B-to-C Events

Offbeat Raves

Raves aren’t only taking place at underground clubs anymore. They’re taking over unconventional venues, like coffee shops, restaurants, museums, book stores and convention centers, and being hosted in broad daylight. Gone are the lasers, smoke machines and flashing lights; attendees are grooving to dj beats in their sunnies while surrounded by bubbles, parasols, fans and […]

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B-to-C Events

Uber Brings to Life its New Product Features at a Go-Get Exhibit of Interactivity

Uber’s fifth annual Go-Get global product event announced new features coming to the rideshare and delivery platform that had users buzzing, including shared autonomous rides, price-lock passes and budgeting tools. But the launch event was limited to an in-person audience of press and influencers, so to open up the experience and mark a milestone moment, […]

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