This post was updated May 18 at 8:58 p.m.

Being bombarded with fliers and tempted with $2 pastries on Bruin Walk is a daily occurrence. On the morning of April 24, something was different.

The monstrosity of a line forming early in the morning for a Chamberlain Coffee pop-up collaboration with Dove took me by surprise.

The collaboration featured free giveaways of Dove Plant Milk Body Wash, iced coffee and a canvas tote bag. These prized giveaways generated significant buzz on campus, with the long wait times reflecting student enthusiasm despite the commotion.

“I was like, ‘We have to wait because it’s Emma Chamberlain,’” said Aleena Munshi, a first-year applied mathematics student.

Munshi later posted about her experience to her Instagram account, tagging ASUCLA and Emma Chamberlain. She had heard fellow students talking about the event, and with posts circulating social media, despite having heard word of the long lines, she decided she had to attend.

Munshi also mentioned that events like these garner positive publicity for UCLA. Given the ever-growing popularity of both Chamberlain and her coffee venture, this is certainly true.

The event made for great social media content for both Chamberlain’s company and the university. And Chamberlain’s surprise appearance was the cherry on top.

The university should continue hosting events that boost student morale and increase influencer visibility and viewership.

“We were thrilled to host the recent pop-up, featuring two brands that really resonate with the UCLA student community,” said ASUCLA Sponsorship and Advertising Coordinator Kimia Abbassi in an emailed statement. “Events like this are a fun way to bring mid-week energy to campus.”

Throughout my time at UCLA, I have seen similar levels of excitement for pop-ups for Maybelline, Depop, Stanley and Lululemon. These brands grant UCLA students free products knowing the reach student influencers have, effectively generating promotion for their products directed to college students.

“While ASUCLA Marketing prioritizes brands that are currently part of ASUCLA service offerings, the Marketing team may reach out to other brands that would best resonate with the UCLA community,” Abassi said.

While UCLA doesn’t profit from the events themselves, space reservations and costs are typically dependent on the respective event.

Free products on Bruin Walk have become a hallmark of the UCLA student experience because of

its high-traffic nature. Brands strategically target college students to build awareness, promote an experience and conveniently offer merchandise that can be worn or used daily.

Some may see this as a form of exploitation and corporate overreach, noting that Bruin Walk has become a mini-mall while normalizing consumerism.

“If I am not in the mood to be seen by anyone or talk to people, I’ll avoid Bruin Walk,” said Lauren DeMuth, a fourth-year psychology student.

DeMuth’s point is extremely relatable. Students don’t always have the energy to engage with the lines and traffic on their way to class, so events like Chamberlain’s can be a nuisance.

However, it is hard to deny that free iced coffee and tote bags offer small moments of happiness in a stressful college environment. The mini-mall is a central and collaborative way that brands and clubs can market, gain members and reach students – all while building community on campus.

There will undoubtedly be days when we aren’t feeling up to a brave stroll down Bruin Walk, but students also recognize the energy and enthusiasm it adds to UCLA’s campus.

“I enjoy seeing the involvement on campus,” DeMuth said. “It gives me a more positive view of UCLA because I like to see everyone being so passionate about their causes and doing what they can to raise awareness or raise money. The crowds on Bruin Walk aren’t necessarily an inconvenience.”

Within commercialization on Bruin Walk, there is still room for community and a simple joy on the way to class.