Juanita Chavarro Arias, Author at Chief Marketer

How Oatly Built a B2B Event Inspired by its Strategic Beverage Trends Content

As beverage culture explodes, Oatly is ensuring it’s not only a key ingredient within the conversation and the concoctions, but that it’s also leading them. With the goal of creating “the Davos of beverage,” Oatly’s recent AFTERTASTE event in New York City immersed 300 leaders, operators, tastemakers, creators and journalists in the coffee, f&b and hospitality industries in presentations and sampling inspired by the brand’s latest strategic Look Book Vol. 3.

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B-to-C Events

The Brief: Spidey Apartments and Sun Clubs

This week’s hot takes on hot topics in experiential marketing cover Peter Parker’s Apartment Tour, a Wimbledon-inspired activation in Central Park and X Games’ High Noon Sun Club.

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B-to-C Events

World Cup Experiential: 10 Activations Bringing Soccer Fandom to Life Beyond Stadiums

The FIFA World Cup 2026 round of 32 marks the moment when every match becomes a win-or-go-home battle, and heartbreaks are happening every day. Thankfully, brands are popping up events and activating campaigns to lift up passionate fans and keep the energy high, whether teams win or lose. In fact, U.S. World Cup-related experiences are […]

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B-to-C Events

Experiential Marketing Trend of the Week: Think Pink

If you thought 2023’s “Barbie” movie summer was the end of the pink trend, think again. Brands have been leaning into the bubblegum palette to spark feelings of playfulness, creativity, coziness and, often, empowerment in their activations. While Barbie collabs have been driving a lot of the reenergized pink craze, companies have staked their own […]

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B-to-C Events

FIFA World Cup 2026: 11 Brand Activations that are Scoring Big with Soccer Fans

Fan fests for the FIFA World Cup 2026 are taking over 13 host cities across the U.S., Mexico and Canada, and enthusiastic attendees have been packing into venues to engage with sponsor activations, soccer-themed gaming experiences, concerts and match screenings. Last Thursday, the FIFA Fan Festivals reached the 2 million visitor mark, with the three […]

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B-to-C Events

Podcast: The Power of Mentorship and Betting on Yourself, with Anna Nicholson of Yahoo

Anna Nicholson likes to feel challenged and excited about her work, and while her first job as an event marketer at a health care startup taught her a lot about executing b-to-b and b-to-e events, she needed more. Enter: Yahoo and what she calls “the best team on the planet.” Nicholson took a leap of […]

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B-to-B Events

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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