IRL Inspiration

SEPTEMBER 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.

Liquid Death Country Club pops up at Lollapalooza

Cult canned water brand, Liquid Death, pitched up at the iconic Chicago festival with another IRL iteration of their members club: the Liquid Death Country Club. With airbrush tattoos, horoscope readings and fittingly morbid styling – complete with grim reaper statues – guests were invited to ‘sell your soul’ to join.

As loyalty programmes are becoming increasingly experience-led, and festival organisers and audiences are looking for immersive, value-adding spaces, this one felt like a match made in heaven (or should that be hell?).

More pics and activations from the festival here.

Pic Credit: Bizbash

Heinz and Morley’s serve up a Standard activation

Heinz are at it again. Last month we saw them as part of the popular Anya Hindmarch pop-up now they’ve partnered with legendary London chicken shop Morley’s to craft a Fried Chicken Sauce, creating a lip-smacking, month-long experience at The Standard Hotel to promote it.

A simple but tasty activation with a true London flavour, and a great way to bring a partnership to life.

More here.

Pic Credit: Time Out

MINI spreads the positivi–tea

To celebrate International Happiness Month, MINI teamed up with Emily Coxhead – founder of The Happy Newspaper – to set up the MINI Positivi-Tea Rooms at Westfield White City.

The colourful event served up plenty of tea, happiness and general good vibes, providing not only a recharging moment for busy shoppers but also a striking backdrop for the custom MINI Electric Convertible (which was covered in Emily’s doodles).

Big Love for this tea-rrific event, showing how even a simple car placement can be experientially elevated.

More here.

Pic Credit: BMW Group PressClub

EA Sports FC 24 launches with Clubhouse experience

EA Sports took over a former dry dock in Amsterdam to launch its latest offering, with an immersive experience for more than 500 special guests.

The large-scale experience featured a slew of digital and physical touchpoints, including an interactive, digitised version of cover star Erling Haaland, as well as multiple sensorial elements including crowd noise for the walk down the tunnel and the smell of freshly cut grass.

No doubt a highly memorable experience for all who attended.

More here.

Pic Credit: LBB Online

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