Juanita Chavarro Arias, Author at Chief Marketer

Armored Trucks Turn Heads and Drive Trial on PepsiCo’s Bottle Lotto Tour

Last summer, the mobile tour vehicle of choice was the school bus. This year, PepsiCo is making the case for the armored truck with its Bottle Lotto activation, hitting MLB stadiums, concerts, casinos and tourist attractions from Las Vegas to Orlando. Two armored trucks—one branded as Pepsi and the other as Mountain Dew in the […]

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B-to-B Events

B-to-B Dream Team 2025: Meet Adele Bencsik

Adele Bencsik is “someone who’s always up for a challenge,” and in her career, she’s dedicated herself to learning the business inside out, making connections and exceeding expectations.

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B-to-C Events

Q&A: Dating App Yuzu Builds Community with an Event-driven Campaign for AAPI Month

A trend rising among several dating apps of late is taking meetups offline by hosting in-person events for users to connect outside of the endless digital swirl of swipes, likes and chats that often go nowhere. So when Yuzu, Match Group’s new dating and social app for the Asian community, launched in January 2024, Cindy […]

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B-to-C Events

Pinterest Brings Gen Z Wedding Trends to Life at NYC’s City Hall

Weddings at City Hall in New York City are often intimate and without pricey flourishes, but Pinterest saw an engagement opportunity there by adding special touches to couples’ daytime nuptials during a pop-up outside on April 30. The brand covered their marriage license fees and gifted them free bouquets by Sprig & Social, a champagne toast […]

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B-to-C Events

The ‘Essence’ of Influence: Inside SheaMoisture’s First-ever International Brand Trip

SheaMoisture took a leap when it hosted its first-ever international brand trip in Montego Bay, Jamaica. The beauty brand whisked away 13 influencers, community leaders and media members to a resort in March for three days of product exploration, live demos, styling sessions and cultural experiences to celebrate the launch of SheaMoisture’s Kalahari Melon Curl […]

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B-to-C Events

2025 Formula 1 Miami Grand Prix: Activations from Alo, Lego, Liquid I.V., TAG Heuer and More

The Formula 1 Crypto.com Miami Grand Prix took the city by storm last weekend, as fans braved heavy rain to watch their favorite drivers race around the Miami International Autodrome circuit at the Hard Rock Stadium complex, May 2-4. A sell-out crowd of close to 275,500 fans attended the three-day event that included practice and qualifying […]

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B-to-C Events

Stagecoach 2025 Experiential: Canteens, Styling Saloons and Boot Bars

Following two pop-filled weekends of Coachella, it was country music’s time to shine at Stagecoach 2025, held April 25-27 in Indio, CA. Western culture permeated The Empire Polo Club, as festivalgoers showed up in fashionable cowboy hats and boots, colorful bandanas, and shiny belt buckles to catch their favorite artists perform at stages spread across […]

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B-to-B Events

B-to-B Dream Team 2025: Meet Pedro Chira

How do you create IRL events in a digital industry? That’s the question that keeps things exciting for Pedro Chira, director-global field marketing at Circle, a global financial technology firm in the crypto space

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B-to-C Events

Claw Machines

There are some activities that stand the test of time, but are often reimagined and emerge in unexpected spaces. And if there’s one experience most audiences can relate to, at any age, and in any space, it’s the claw machine. This year, brands are thinking outside the (glass) box to incorporate this arcade staple into […]

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B-to-C Events

How Long-haul Touring is Reshaping Crown Royal’s Experiential Portfolio

The Crown Royal Rig is the anchor of Crown Royal’s experiential strategy as it grows partnerships with properties like NFL and Houston Rodeo. Hadley Schafer, vp of Crown Royal at Diageo, talks big rigs, the brand’s purple motif and connecting with the heartland.

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