Author archive for Juanita Chavarro Arias
How Topgolf Teed up a Product Launch with an Engagement-rich ‘Nightclub’
Topgolf doesn’t usually launch products, so when The Sure Thing club came about, the entertainment brand needed to take a big swing. Known for its tech-driven golf driving range game at more than 100 venues around the world, along with yummy bar food offerings and party packages, the brand stepped outside its comfort zone to...
Walmart Taps into TikTok Trends and Fashionistas for its 40-city Style Tour
There are more than 4,600 Walmart brick-and-mortar stores spread across the U.S. But in promoting its new fashion collections and convenient online shopping experience, the brand wanted to engage consumers where they are—anywhere—and offer a trendy, luxe and convenient experience. Kicking off the fall fashion season, Walmart in September launched the Walmart Style Tour, which...
From Barbie Pop-ups to College Tours, Inside Stanley’s ‘Learn More’ Experiential Strategy
Fans of Stanley’s tumblers and drinkware products are dedicated. They post about their cup collections on social media and keep up with new releases, particularly brand collabs and movie tie-ins, like Sunday’s release of the Stanley x “Wicked” collection of Quenchers inspired by the upcoming film’s Elphaba and Glinda characters. The limited-edition green and pink...
A Day in the Life: Tour Manager Romel Martin on His Career on the Road
The earliest of mobile tour managers can be traced back to the Oscar Mayer Wienermobile, which debuted in 1936. It’s a unique role within the experiential marketing universe, one that involves protecting millions of dollars in investments; managing staff, schedules and logistics; and serving as the first line of contact customers have with a brand....