Juanita Chavarro Arias, Author at Chief Marketer

Executive Q&A: Celsius’ CMO Talks Infusing Energy into the 2025 MLS All-Star Game

Celsius scored some major wins during the 2025 MLS All-Star Week. Building on its first-time presence last year, the Official Energy Drink of MLS arrived in Austin, TX, ready to hype up soccer fans for the All-Star Game on July 23. Celsius incorporated its new Live. Fit. Go. campaign, the largest marketing initiative in the […]

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B-to-C Events

SDCC 2025: Brawl Stars Takes Fans on a Wild Monorail Ride into the Carnival-themed Starr Park

For its first U.S. activation, mobile game Brawl Stars, developed by Supercell, went big. During San Diego Comic-Con, July 24-27, it popped up an amusement park on a floating barge on San Diego Bay, and more than 4,000 fans went through the 45-minute immersive adventure that spanned a simulated monorail ride and the carnival game-filled […]

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B-to-C Events

SDCC 2025: Conveyor Belts Move Fans Through Google Play’s ‘Fantastic Four’ Rewards Lab

Building wraps are all over San Diego this week as Comic-Con takes over the city, but none beckoned us over more than the sight of a looming Pedro Pascal as Reed Richards in “The Fantastic Four: First Steps” (the rest of the cast was on the oversized poster, too…). Underneath the huge banner, at Martin […]

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B-to-C Events

WNBA All-Star Weekend 2025: Activations from AT&T, DICK’S, Meta, Starry and More

Thousands of basketball fans turned out for the 2025 AT&T WNBA All-Star Weekend, July 18-19, in Indianapolis, a first-time host for the event. Ahead of the 2025 AT&T WNBA All-Star Game, which drew a sellout crowd of 16,988 to the Gainbridge Fieldhouse on July 19, fans first got a taste of the action at WNBA […]

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B-to-C Events

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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