Juanita Chavarro Arias, Author at Chief Marketer

How Thayers’ Influencer-Focused Experiential Strategy is Driving Brand Engagement

Skincare enthusiasts, like us, are seeing a lot more of Thayers on their social media feeds, and that’s no coincidence. The brand has recently been boosting its social presence through influencer partnerships and a growing ambassador program for aspiring creators. In addition to product reviews and promos posted on social, Thayers is hosting events to […]

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B-to-B Events

Experiential Marketing Trend of the Week: Tunnel Vision

In the distraction age, experiential elements like immersive tunnels are blocking outside noise, adding suspense or curiosity, and creating an effective transition from one environment to another. From trade shows to upfronts to fan fests to VIP afterparties, let’s explore how brands are carving out themed passages in their activations and events. An Entrance […]

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B-to-C Events

Inside Yahoo’s Biggest-Ever SXSW Activation, the AI-Powered Yahoo Scout Inn

Scouting out the right venue for Yahoo’s SXSW 2026 activation led to a pretty serendipitous matchup. From March 14-15, Austin’s Historic Scoot Inn became the Yahoo Scout Inn, a play on the brand’s newly launched AI-powered answer engine. Yahoo Scout was the centerpiece around which the western-themed pop-up was built, with the team positioning the […]

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B-to-C Events

How Cîroc Tailors its Athletic Club to Tap into Pickleball, Dance

With the news cycle in flux and doomscrolling becoming a daily norm, leisure isn’t necessarily top of mind for consumers, but Cîroc is looking to change that with the Cîroc Athletic Club. The vodka brand’s new experiential platform brings together sports, fashion and culinary culture to create a country club-inspired space of “luxury leisure.” Since launching […]

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B-to-C Events

Straight Talk Throws its NASCAR Activation Back to ’09 and Meets Racing Fans on Tour

Consumer prices are constantly rising, but Straight Talk Wireless has kept its Silver Unlimited plan at the same price for the last 17 years. To highlight that value proposition, the brand fully leaned into nostalgia marketing, transporting NASCAR fans back to the late aughts—when songs like “Just Dance” and “I Gotta Feeling” were taking over […]

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B-to-B Events

Experiential Marketing Trend of the Week: Tea Time

If you’ve been engrossed in the “Bridgerton” world like we have, then you’ll know tea time is for more than just enjoying a hot beverage and scones. Thanks to Netflix fans’ rising interest in Regency-era practices and aesthetics, and the universal need for a moment of relaxation, brands are infusing the afternoon tea tradition with […]

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B-to-C Events

Walmart’s Head of Experiential and Cultural Engagement Talks Tapping into MLS Fandom

Football, basketball and now soccer are Americans’ top three favorite sports, according to a recent survey by The Economist. Soccer surpassed baseball as the third-most popular sport, and brands like Walmart are taking note of the shift.

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B-to-B Events

The Work-Life Balance Reset, with Melissa Vilders of SAP

Letting go and trusting the process can be hard for event profs, particularly those who identify as Type A, but Melissa Vilders says they’re essential habits to managing the chaos and stress that events can produce. Over the course of her 15-plus-year career in event marketing, Vilders, director-events strategy and experience for SAP Global Events, […]

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B-to-B Events

Field Report: 15 Best Exhibits from Design & Construction Week’s Last Hurrah in Orlando

The largest annual gathering of residential construction and design industry professionals, Design & Construction Week (DCW), took over both the North/South and West exhibit buildings at the Orange County Convention Center, Feb. 17-19. It marked one of the biggest trade shows we’ve covered in Orlando, but the roving chapter for this show is coming to […]

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B-to-C Events

USAA’s Sponsorships Director Talks NFL Talent Partnerships and Optimizing a Lounge

What started as a place for NFL talent to have conversations with USAA guests 15 years ago has evolved into a dynamic experience that continues to connect the military community at Super Bowl Experience (SBX) year after year. USAA’s annual Salute to Service Lounge at the NFL fan festival offers an exclusive space for military […]

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