Juanita Chavarro Arias, Author at Chief Marketer

Inside Instacart’s Shoppable Creator Dinner in a Pop-up Grocery Aisle

Foodies turn to social media to discover new recipes and see what their favorite content creators are cooking up. Instacart joined the conversation with its social-forward “Cart Classics” campaign, kicking it off with an intimate dinner experience for creators and VIP guests on Aug. 6 at Chain House in L.A. The brand partnered with Taiwanese […]

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Pop-Ups

6 Dating App Events to Win Back Gen Z Users

Bumble announced that its signature rule is going away on Aug. 11. Since its founding in 2014, women have made the first move by starting the conversation with a match, but now, anyone in a match can send the first message. Bumble’s shift is a response to changing dating habits, particularly among Gen Zers, who […]

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Pop-Ups

Experiential Marketing Trend of the Week: Wedding Bells

The bravest brands know how to cross boundaries in the most epic of ways, and this year, they’re reaching for the altar. From limited-time wedding chapels to brand ambassadors and mascots serving as officiants, adventurous and social-first couples are letting brands play a part in their “forever” story. Talk about high stakes and cakes. ESPN […]

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Festivals & Fan Cons

Lollapalooza 2026 Photo Tour: 10 Experiences from Chicago’s Grant Park

More than 45 partner brands showed up at Lollapalooza with experiential destinations (and weather escapes) to surprise and delight nearly 400,000 music fans. We highlight 10 sponsor activations that rocked the festival experience.

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Festivals & Fan Cons

Coca-Cola Activates its Largest Footprint Yet at Essence Festival

Keeping a presenting sponsorship fresh after 31 years is challenging, but with comprehensive feedback analysis, and hyper-local inspiration, Coca-Cola ensures its presence at Essence Festival of Culture is never flat.

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Festivals & Fan Cons

Tabby Trucks and Tunnel Walks: WNBA All-Star 2026 Brand Activations

With the WNBA continuing to hit record viewership and attendance numbers, the league’s 30th season celebration couldn’t have come at a better time, and All-Star Weekend in Chicago continued to build on that momentum.

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B-to-C Events

Designing Theatrical, Immersive Worlds, with Dr. Ilana Gilovich-Stossel

Since childhood, Dr. Ilana Gilovich-Stossel has been drawn to magic of storytelling and the world-building and imagination that go into it, especially in the theatrical medium. Through her English literature studies and Ph.D. earned at Columbia University, she homed in on the academic side of theatrical performance, which has influenced her career as a creative […]

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Pop-Ups

Minty Lands in Creator-Rich Miami with a Social-Ready Pop-up

The AI shopping app’s trendy activation highlights brand partners at Swim Week It may be a surprising stat, but Miami is home to the most top Instagram influencers per capita in the U.S., beating out L.A. and NYC. And for a growing brand like Minty, the first AI cashback and savings app in ChatGPT, activating […]

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B-to-C Events

3 Things We Loved from Laneige’s Wonder Lab Pop-up

The Laneige Wonder Lab is on the move, hitting six locations this summer with hydration-inspired experiences. We stumbled upon the tour’s first stop in Orlando, FL, in front of Sephora at Disney Springs, which took place July 18-21. The activation featured the brand’s signature color palette of blues and pinks with a tiled backdrop that […]

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B-to-B Events

Experiential Marketing Trend of the Week: Creator Summits

The brand trip is evolving. It’s no longer just about whisking away influencers to a luxury destination for a vacation filled with product sampling, demos and gifting. Now, brands are collaborating with content creators on summits that fold them into the marketing engine as brand ambassadors and partners. The itineraries are stacked with brand-focused educational […]

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