Sponsorships Archives - Chief Marketer

Marathon Activations: 3 Tips for Tapping into Running Culture

The 2026 TCS New York City Marathon triggered a treasure trove of experiential campaigns, but it wasn’t the only race that served up industry inspiration this fall. We tracked three more resourceful marathon activation tactics that ran laps around the competition. Let’s hit the pavement. Tap into a Ritual It’s common practice for marathoners to […]

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Pop-Ups

Brand Experiences Flooded the 2026 NYC Marathon—13 Tactics That Worked

Runners from around the globe have descended on the Big Apple to participate in the TCS New York City Marathon for 50 years. And in the leadup up to this year’s Nov. 1 race, athletes, spectators, community members and sponsors celebrated with events and activations befitting of the milestone.

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Sponsorships

Experiential Marketing Trend of the Week: Canned Branding

Drinks today aren’t just about thirst. This year, more than ever, they’re a mode of self-expression, a social ritual and a lifestyle accessory, which makes them a natural marketing tool. Let’s explore how beverage culture is changing the way brands get their message into people’s hands—with the branded can. Supporting this branding tactic is a […]

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Pop-Ups

Halloween Experiential 2026: Carnivals, Audio Horror & Jump-Scares

Halloween is one of the most wonderful times of the year for the experiential industry, with brands often willing to take bigger creative risks, and consumers increasingly embracing the holiday. This season, audiences around the U.S. were haunted by pop-ups, stunts, tours and theatrical performances that delivered memorable moments, and a healthy dose of mayhem.

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Pop-Ups

The Brief: Goddess Energy and Crappy Cars

This week’s hot takes on hot topics in experiential marketing cover vintage showrooms, goddess energy and one crappy fleet of vehicles.

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Pop-Ups

The Brief: Food Vaults and Sleep Exchanges

This week’s hot takes on hot topics in experiential marketing cover Sleep Exchanges, “Street Fighter” IRL and Food Vaults.

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Festivals & Fan Cons

4 Experiential Trends Spotted at the 10th Annual ComplexCon

The first-ever L.A. edition of ComplexCon helped ring in the fan con’s 10-year anniversary in one of the streetwear capitals of the world. And for two days, consumers, pop-culture icons and 300-plus brands celebrated the milestone in style.

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Sponsorships

4 Best Practices for Defining Influencer Etiquette at Sporting Events

The sports creator economy is booming. A June 2026 survey commissioned by IBM, and conducted by Morning Consult, found that sports creators are a core part of how younger fans experience sports.

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