B-to-C Events Archives - Chief Marketer

Q&A: evian Spices Up its 39-year US Open Partnership with a First-time Culinary Collab

For 39 years, evian has partnered with the US Open as the tennis tournament’s official water, and this year, beyond hydrating athletes and fans around USTA Billie Jean King National Tennis Center grounds, the brand added a new culinary component to its annual campaign. Collaborating with tennis star and evian Global Brand Ambassador Frances Tiafoe […]

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B-to-C Events

‘Lightning in a Bottle’: How The Knot Recreated Taylor Swift’s Proposal Setting in New York

When Taylor Swift entered her engagement era on Aug. 26, The Knot said “I do” to jumping on the viral pop culture moment. Within nine days of the global icon sharing news (and photos) of her engagement to Travis Kelce, the wedding platform had swiftly worked with its vendor partners to recreate the duo’s instantly […]

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B-to-C Events

Bad Bunny Fans Savor Ritz’s ‘Salty Club’ Pop-up in Puerto Rico

Ritz crackers have been on grocery store shelves for 91 years, but even household brands with legacy products need to evolve from time to time. So as part of its repositioning from classic cracker to modern, savory snack, Ritz is leaning into live events that appeal to young, diverse audiences. In August, that included activating […]

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B-to-C Events

The Brief: Wet Girl Summer and the Order of the Blade

This week’s hot takes on hot topics in experiential marketing cover Wet Girl Summer, Be Like Blippi Week and the Order of the Blade.

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B-to-C Events

Experiential Trend of the Week: Unexpected Mascots

Mascots have traditionally lived on sports fields, offering a spirited boost for players and fans at critical moments in the game experience. In fact, the term is derived from the French word “mascotte” meaning “lucky charm.” But lately, we’re seeing larger-than-life brand personas make appearances at a wide variety of events and for a wide […]

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B-to-B Events

Four Insights on SXSW’s Evolving Brand Activation Landscape for 2026

SXSW has long served as an annual barometer for the experiential marketing industry with its roster of brand activations throughout the city of Austin helping to inform spending forecasts and tactical trends. The soon-to-be, 40-year-old tentpole was an early example of festivalized conference experiences, and has served as a breeding and proving ground for earned […]

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B-to-C Events

15 Experiential Tactics that Made a Racket at the US Open

In the days leading up to the 2025 US Open, the tournament was already scooping up headlines with a record-breaking Fan Week that saw nearly 240,000 tennis lovers walk through the gates of the USTA Billie Jean King National Tennis Center in New York City. By the time the singles main draws kicked off on […]

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B-to-C Events

Back-to-Campus Tours: How Brands from Google to Skippy are Reaching Gen Z

Viral denim campaigns are dominating the back-to-school social media conversation this year (we’re still trying to master KATSEYE’s Gap choreography to “Milkshake”), and reactions to the ads on Instagram and TikTok have run the gamut. But some brands have opted to go offline and, instead, bring their latest fall fashion collections, beauty products and dorm […]

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B-to-C Events

The Brief: SmashCams and Gold Squads

This week’s hot takes on hot topics in experiential marketing cover Save Summer SmashCams, laundromat sampling and Gold Squads.

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B-to-C Events

Experiential Trend of the Week: Virtual Try-ons

It’s been 30 years since “Clueless” introduced us to Cher’s digitized closet, and millennials are still not over it. Tech brands are getting closer to making this virtual wardrobe concept a reality, and the innovation has been popping up in demos at events like festivals and sports events, with brands enhancing activations with e-commerce and […]

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