B-to-C Events Archives - Chief Marketer

Olympics Q&A: Michelob ULTRA, USA Hockey and Home-Turf Events Worthy of Gold

How the Team USA sponsor harnessed hockey fever across watch parties, exhibitions and a ‘Run Back the Miracle’ showcase For passionate sports fans, the past is as important as the present. That storytelling opportunity inspired an Olympic Winter Games experiential campaign here on home turf for sponsor Michelob ULTRA, which featured custom content, nostalgic venues […]

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B-to-C Events

Hertz Unleashes a Pack of Dogs and a Pop-Up Café at the World’s Largest Gathering of Golden Retrievers

The concept of “stress-free travel” may sound like a distant fantasy, but Hertz is on a mission to alleviate travel anxieties through its Gold Plus Rewards loyalty program—and a pack of friendly golden retrievers known as the Gold Squad.

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USAA’s Sponsorships Director Talks NFL Talent Partnerships and Optimizing a Lounge

What started as a place for NFL talent to have conversations with USAA guests 15 years ago has evolved into a dynamic experience that continues to connect the military community at Super Bowl Experience (SBX) year after year. USAA’s annual Salute to Service Lounge at the NFL fan festival offers an exclusive space for military […]

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The Brief: Clean Machines and Gummy Bars

This week’s hot takes on hot topics in experiential marketing cover Clean Machines, glam trucks and the Gimme Gummy Bar.

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B-to-C Events

Experiential Marketing Trend of the Week: Tarot Card Readings

Pew Research Center released survey findings in May that 30 percent of U.S. adults say they consult astrology, tarot cards or a fortune teller at least once a year. Reading horoscopes and tarot cards to get a glimpse into the future is an ancient practice, but event marketers are breathing new life into it by […]

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B-to-C Events

How Brands Swapped the Runway for Pop-up Events During New York Fashion Week

Twice a year, the fashion elite gather in Manhattan for couture runway shows and exclusive soirees during New York Fashion Week (NYFW). But sponsors and brands are increasingly showing up with approachable experiences that help democratize the high-profile event and unchain those velvet ropes. From Sensodyne to Jinx to the Idaho Potato Commission (no, really), […]

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NBA All-Star 2026: Vaults, Giant To-Go Bags, an ‘AI Mode’ Gallery and a Rolling Logo

NBA All-Star 2026 had a milestone weekend, not only for its 75th anniversary, but also for breaking viewership records. The midseason showcase drew more than 46 million viewers in the U.S. across NBC and ESPN platforms, marking the most viewers in 24 years and more than triple last season. On the ground, basketball fans turned […]

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Super Bowl LX: 16 Brand Activations That Took Over San Francisco’s Piers and Hot Spots

Walking around San Francisco ahead of Super Bowl LX, you wouldn’t have known the Bay Area was hosting the NFL’s championship game that saw the Seattle Seahawks win over the New England Patriots on Feb. 8.

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The Brief: Drive-Thru Pit Stops and Traveling Basecamps

This week’s hot takes on hot topics in experiential marketing cover Wendy’s drive-thru Pit Stop Express, Kayali’s fragrant café and the traveling All Conditions Express basecamp.

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B-to-C Events

From Jersey Mike’s Shore to Visa Print Shop, Top 12 Activations at Super Bowl LX Experience

Fans descended on San Francisco’s Moscone Center for the Super Bowl Experience, presented by Jersey Mike’s, Feb. 3-7, with exhibit halls packed with opportunities for meet-and-greets with NFL players and legends, football skills engagements, and freebies from brands. The convention center’s multistory setup created quite a spread for the booths, but the vibe still felt […]

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