B-to-C Events Archives - Chief Marketer

CeraVe Marketing VP on Scoring Multiyear NBA Partnership, IRL Activations and Medutainment

CeraVe announced a multiyear sponsorship on Oct. 6 as the NBA’s Official Skincare and Haircare Partner. We spoke with Jasteena Gill, VP of Marketing at CeraVe U.S, about the impetus for the partnership, the brand’s goals, and balancing humor and expertise.

B-to-C Events

The Brief: Coffee Cubes and ‘Showgirl’ Shenanigans

This week’s hot takes on hot topics in experiential marketing cover coffee cubes, the Dun Dun Diner and “The Life of a Showgirl”-themed shenanigans.

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B-to-B Events

Experiential Marketing Trend of the Week: Potty Parties

It’s not just Charmin that wants consumers to “enjoy the go” anymore. A wave of bathroom-themed experiences has infiltrated the industry, stamping out stigmas around what was once considered a taboo topic. Whether solving for a pain point, leveraging toilet humor as an engagement tactic or a mix of the two, brands are cleaning up […]

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B-to-C Events

Lego Drives Formula 1 Hype Among Kids and Families with a Multicity ‘Off Track’ Activation

In a partnership launched this year with Formula 1, the Lego Group has gone full throttle to integrate its brand into the sport. Its family-friendly “Build the Thrill” activations have been popping up at U.S. F1 races, with the first taking place at the Miami Grand Prix and the next two coming to Austin, TX, […]

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B-to-C Events

How Grand Marnier’s ‘DS2 Remixed: The Ballet’ Married Two Unlikely Art Forms

Immersive entertainment experiences have seen explosive growth of late, and Grand Marnier added fuel to the fire on Sept. 19 at a historic opera house in Brooklyn, NY. As part of a strategic shift toward engaging younger, diverse consumers, the brand fused two unlikely art forms—hip-hop and ballet—to deliver “DS2 Remixed: The Ballet,” a sophisticated, […]

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B-to-C Events

The Brief: Farmer’s Barkets and Hair Monsters

This week’s hot takes on hot topics in experiential marketing cover Farmer’s Barkets, Pizza Plazas and Hair Monsters.

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B-to-B Events

Five Ways Hendrick’s Uses its Peculiar Personality to Fuel an Experiential ‘Giniverse’

There are many ways to describe the Hendrick’s Gin brand, but “boring” isn’t one of them. Over the years, the company has built a peculiar “Giniverse”—inspired by the unusual way its liquid is distilled—and an assortment of eccentric live experiences to match. Take this year’s Tales of the Cocktail conference in New Orleans, LA, where […]

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B-to-C Events

CI Games Disrupts Gamescom with a Dark Fantasy Tattoo Sanctum

Fans of video game Lords of the Fallen are hard core, and CI Games knows its audience. So for the sequel reveal at Gamescom 2025, held Aug. 20-24 in Cologne, Germany, the independent video game developer and publisher brought the game’s dark fantasy world to life on the show floor with a themed activation called […]

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B-to-C Events

A Step-by-Step Breakdown of Don Julio’s Global, Creator-first ‘194구’ Campaign

In the age of influence, it pays to partner with a global icon. And that’s exactly what Tequila Don Julio 1942 had in mind when it launched its first-ever worldwide product collab alongside renowned South Korean dj, producer and fashion influencer, Peggy Gou. The brand dug into its deep roots in the nightlife scene to […]

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B-to-C Events

The Brief: Rowboat Rides and Golden Strolls

This week’s hot takes on hot topics in experiential marketing cover romantic rowboat rides, college glow-up campaigns and “Golden Bachelor” walking tours.

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