B-to-C Events Archives - Chief Marketer

The Brief: BagMobiles and ‘Komboomcha Boxes’

This week’s hot takes on hot topics in experiential marketing cover BagMobiles, floating activations and Komboomcha Boxes.

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B-to-B Events

Expo 2025 Osaka, Part Two: 10 Moments We Loved, and Some We Didn’t

Part architectural showcase, part trade show, part biennale, Expo 2025 Osaka, Kansai, Japan, is taking place between April and October 2025 and is expected to attract more than 28 million visitors to the artificial island of Yumeshima, making it one of the largest gatherings of the year. Taking place 55 years since the Osaka Expo […]

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B-to-B Events

Expo 2025 Osaka, Part One: Experience Design Ideas from the Pavilions

There’s a reason why Expo 2025 Osaka offers a season pass. It’s impossible to see and experience everything it has to offer on one trip from a logistical standpoint and due to sensory overload. Many pavilions require advance reservations through lotteries, which makes sense for managing the crowds, but also creates a significant barrier to […]

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B-to-C Events

Gov Ball 2025: Activations from 7-Eleven’s Slurpee Street to Smirnoff’s Flavor Fair

A rainy forecast didn’t stop revelers from showing up in droves to New York’s Flushing Meadows Corona Park for the annual Governors Ball music festival, June 6-8, for a weekend of music, curated f&b and playful activations. Across three days, festivalgoers not only got to enjoy performances by 60-plus artists, including headliners like Tyler, The […]

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B-to-C Events

Hot Property: Why Brands are Investing in Tier-two Music Festival Sponsorships

The music festival market has seen explosive growth over the last 10 years, and all signs point to its continued upward trajectory for the next 10. But the landscape is shifting, and its evolution, in some sense, has created an identity crisis for the festival scene’s biggest players. Coachella and Burning Man tickets, which for […]

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B-to-C Events

How Coffee Candy Brand Kopiko Fueled Gen Z Love (and Rides) in L.A.

Be it the state of the economy or the fact that too fancy a splash can sometimes wash away a message, more brands are turning to service destinations for p.r. stunts. Think: Takeovers of car washes, diners and, as we saw at Coachella this year, gas stations. And that’s precisely where Indonesian brand Kopiko and […]

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B-to-C Events

The Brief: Candy Bars and Fake Workshops

This week’s hot takes on hot topics in experiential marketing cover faux team-building workshops, Launderettes of Love and The Pink Guava Sweet Shop.

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B-to-C Events

Offbeat Raves

Raves aren’t only taking place at underground clubs anymore. They’re taking over unconventional venues, like coffee shops, restaurants, museums, book stores and convention centers, and being hosted in broad daylight. Gone are the lasers, smoke machines and flashing lights; attendees are grooving to dj beats in their sunnies while surrounded by bubbles, parasols, fans and […]

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B-to-C Events

The Brief: Better Halfs and Laundromat Soirees

This week’s hot takes on hot topics in experiential marketing cover Better Halfs, UNO Social Clubs and laundromat soirees.

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B-to-B Events

May 2025: The Brief, Live! News and Trends Commentary

A Monthly Editorial Video Recap: It’s The Brief, Live! Watch as Event Marketer’s Rachel Boucher, head of content; Kait Shea, senior editor and manager-digital, and Juanita Chavarro Arias, managing editor, recap and provide commentary on some of the top experiential stories, ideas, and trends of the month. Think: Nostalgia plays, stigma-busting campaigns, fourth spaces, and […]

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