Key takeaways:
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By showing up in spaces like the golf course, Chili’s is using experiences, merchandise, and social-friendly moments to build cultural relevance and connect with consumers outside its dining rooms.
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Experiential marketing is becoming a bigger part of the US Open playbook: Brands are using hospitality, community programming, entertainment and interactive experiences to turn their sponsorships into memorable connections with fans.
Chili’s Takes Its Brand to the Golf Course with a New Clubhouse Experience
Chili’s is continuing to push its brand beyond the restaurant with a two-day golf-themed experience at DeBell Golf Club in Burbank, California, as NRN reports. The casual-dining chain is transforming the course’s clubhouse into the “Chili’s Golf Club,” complete with specialty margaritas, golf-inspired touches and a limited-edition apparel collaboration with activewear brand Rhoback. Supported by social content featuring golf personalities and creators, the activation reflects Chili’s broader strategy of inserting itself into cultural and lifestyle moments—from playful campaigns challenging fast-food pricing to experiences designed to generate conversation and social sharing, according to NRN.
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Truist Targets Emerging Wealth with an Expanded Premier Banking Strategy
Truist is strengthening its Premier Banking business as it looks to build relationships with emerging-affluent consumers and retain those clients as their wealth grows, as EMarketer reports. The bank is adding advisors and targeting customers with at least $100,000 in assets, with enhanced services beginning around the $250,000 level and a pathway toward higher-end wealth management as clients’ financial needs become more complex. The strategy comes as Truist sees a significant opportunity tied to the coming generational transfer of wealth and as competitors make similar moves to court affluent households. Beyond traditional benefits such as financial guidance and fee incentives, Truist is also exploring experience-driven rewards—including potential access to events like its PGA tournament—suggesting that lifestyle perks could become an increasingly important way for banks to differentiate their premium relationships, according to EMarketer.
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Brands Serve Up Big Experiences Around the 2026 US Open
The 2026 US Open is giving brands an expansive stage to connect with tennis fans as the tournament stretches across a record 22 days in New York, as Event Marketer reports. Sponsors and other marketers are capitalizing on the event’s growing cultural influence with experiences that extend well beyond traditional signage, including Dove’s style and confidence-focused programming, eos’ inclusive tennis clinics, evian’s anniversary celebration in Brooklyn, IHG Hotels & Resorts’ premium transportation for fans leaving late matches, and Lavazza’s interactive coffee lounge. Together, these activations show how major sporting events are increasingly becoming opportunities for brands to deliver useful, entertaining and culturally relevant experiences that give consumers a reason to engage before, during and after the competition, according to Event Marketer.
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