In this segment we aim to keep you abreast of the dynamic events of the experiential and events industry. Today we’ll be taking a look at five campaigns which caught our eye in October, in order to provide inspiration, fascination or perhaps just an excuse for procrastination.
Lucozade October “Wait Training” Campaign
This October, Lucozade partnered with out-of-home media specialists JCDecaux to turn an ordinary bus stop into a spontaneous work-out area, using a live-stream of various fitness instructors from Zumba to boxercise, aimed at getting Britain moving! Check out our full article on the Lucozade “Wait Training” Campaign here.
At New York Comic Con 2016 HBO unveiled a VR experience based on their new sci-fi series Westworld. Visitors were invited to take a virtual journey into the wild-west themed amusement park (this park bears more similarities to Jurrassic Park than Alton Towers) complete with a handheld controller for any gun-fighting necessary.
We love this experience because of how deeply immersive and closely representative of the series it was, even outside of the VR the staff dressed and acted like the employees (and creations) of the Delos company.
Jaguar Land Rover Experiential Store
This October, Jaguar Land Rover partnered with digital retail company Rockar to bring a new take on a typical car dealership to London’s Westfield Statford City. The aim of the campaign was to create a stress-free environment where customers could browse the merchandise free from the pressures typically associated with showroom shopping. Staff have no sales-targets placed upon them, meaning they’re able to give consumers impartial advice. The pop-up also featured the opportunity for customers to book a 1 hour solo test drive, as well as a consultation room, complete with refreshments, for consumers to discuss their purchases.
We love this campaign because it is an attempt to revolutionise the conventional sales channel of the industry, Jaguar Land Rover are known for their unique experiential campaigns having dabbled with VR in the past to much success.
Whilst not strictly one campaign, we love this annual festival of booze, as not only does it transform the city with mirth and revelry, it also effectively boosts revenue for all establishments involved! Highlights included Cahoots’, Enid Blyton inspired, vintage train pop-up in conjunction with Bombay Sapphire, as well as, the London Cocktail Village itself, which saw the Old Spitalfields Market transformed by over 40 bespoke pop-ups. Check out our London Cocktail Week article here.
This installation, promoting the release of the new PlayStation VR headset featured a replica headset the length of a double-decker bus and allowed consumers to sample upcoming releases on the platform.
We like this campaign, partly because of how cool the giant headset looks, and partly because PlayStation are bringing expensive technology, which was previously thought to only be for the hardcore gamers, to the average consumer in the street, extending their reach through the effective use of experiential marketing.