OCTOBER 2023
CHRIS BOOKER
From captivating installations to immersive brand activations, the realm of experiential marketing is bursting with brands being brought to life in new and awe-inspiring ways.
Here are some of the best experiential examples that have caught our eye from around the world this month, with a focus on how brands are incorporating experiential tactics into product launches.
Chanel launches latest fragrance with Lucky Chance Diner
Coinciding with New York Fashion Week (and conveniently located near its newest Brooklyn outpost), the iconic fashion house landed in Williamsburg with a wonderfully retro diner experience, to celebrate the launch of its Chance Eau Fraîche Eau de Parfum. With a ‘personalised scent discovery’ experience, an old-school diner-inspired menu, and the all-important photo moments, this pastel-themed pop-up was a sensorial sensation. More here
Pic Credit: Vogue
Bose make some noise for their latest QuietComfort offering
Bringing together media, influencers and consumers in NYC, Bose created an interactive, three-stage experience to truly immerse people in the product. With an illuminated tunnel to really hero the headphones on entry, a studio-style set-up (complete with live band) to put them to the test, and performances from the likes of Ice Spice and Jamie xx to round off the evening, it was an evening shared far and wide – helped by an array of photo and video booths for guests to craft the perfect content.
Pic Credit: BizBash
Arby’s Hike-Thru feeds a sense of adventure for limited edition burger
To launch its limited-edition Big Game Burger, the American fast-food chain decided to see how far its customers would go – literally. Dubbed the ‘Hike-Thru’, they created a one-day, first-come-first-serve, pop-up restaurant at the end of the specially-created 4.1 mile ‘Big Game Burger Trail’ in the Colorado Rockies. Complete with custom merch and swag available from the accompanying website, the brand is the latest to lean into locational inaccessibility as a hype-driver.
Pic Credit: Thrillist
Fender reopens iconic London music venue for one night only
To truly bring the newest addition to their vintage-style Vintera range to life, the legendary guitar brand reopened the iconic Marquee Club – location of the Rolling Stones’ first-ever live performance – for a one-off gig, with sets from the likes of Soft Play and Nova Twins. With such a storied brand and a heritage-inspired product, the combination of musical history and some of the most exciting modern live acts felt like an experiential hit. More here.
Pic Credit: Famous Campaigns
IRL.. Or is it??
There’s been a slew of so-called Fake Out Of Home (FOOH) campaigns hitting the headlines recently, with Chelsea FC following in the footsteps of the likes of Maybelline (and its widely shared London Underground Mascara video) to launch its third kit by using VFX to virtually drape the shirt over Tower Bridge.
With the explosion of AI, the abundance of fake news and trust in advertising at a low ebb, the debate rages on as to whether these ‘faked’ experiential stunts are a great way to create content that cuts through, or whether they should be signposted more clearly to consumers. Either way, the creative experimentation continues.
Pic Credit: Ministry of Sport
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