The 5 coolest experiential activations and installations from around the world – part 2.

Category
Advertising
Topic
Top 5 Experiential Activations
5 mins read

Gone are the days when brands could rely on print ads and billboards alone for their advertising efforts. Today’s consumers have seen it all and demand much more to be engaged and entertained. In an age when shoppers have shunned the high street for a more convenient (and often cheaper) online experience, the physical experience has to offer something different and brands need to take their advertising and marketing to the next level to bring potential buyers onboard.

One way of doing this is by embracing the continued rise of the experience economy to craft experiential brand activations that fully immerse customers. In the social media age, this strategy is even more advantageous than ever. By creating attention-grabbing, Instagram-worthy experiential activations in high footfall areas, brands can amplify their reach and drive brand awareness across social and mainstream media at a fraction of the cost of traditional advertising.

A few years ago we did a round up of the 5 coolest experiential activations from around the world, but there were far too many great examples to include in one blog. So here’s part two with five more brilliant experiential brand activations for you to take inspiration from.

Nike – ‘House of Innovation’

Nike’s ‘House of Innovation’, which first opened in New York in 2018 but has since expanded to Shanghai and recently Paris due to popular demand, is a sprawling, multi-floor space that combines retail with immersive experiences. This flagship store goes beyond the traditional shopping experience by integrating cutting-edge technology and interactive elements throughout.

‘House of Innovation’ excels in so many ways because it merges physical and digital experiences seamlessly. Customers can personalise their favourite products, explore the latest innovations and interact with the brand in a way that’s both engaging and memorable.

As they wander round this store like no other, shoppers can design their own unique Nike shoes and apparel, engage with digital screens and augmented reality (AR) to find out more about the products and learn about Nike’s commitment to sustainability with engaging displays on recycled materials and eco-friendly practices.

This experiential activation is really effective because it immerses customers in the Nike brand story in lots of different ways, offering an experience that’s not just about buying a product, but also about becoming part of a larger community focused around key themes such as innovation and sustainability.

Google – ‘The Curiosity Rooms’

Google’s ‘The Curiosity Rooms’ was a series of pop-up spaces in London designed to spark curiosity and showcase the capabilities of Google’s products to coincide with the launch of the Google Pixel 2. The rooms featured workshops, talks and interactive installations and were so effective because they offered a hands-on, immersive experience that highlighted the versatility of Google’s technology.

Attendees could participate in workshops that demonstrated the practical applications of Google’s products and talks hosted by influencers and industry experts, as well as take part in highly interactive installations that allowed visitors to explore the features of the Google Pixel 2 and other products in an experimental and inquisitive way.

Google’s experiential activation was successful because it combined education, entertainment and engagement all in one, encouraging visitors to explore and interact with the brand’s technology in meaningful and memorable ways.

Netflix – ‘Stranger Things Experience’

To engage with subscribers outside of the streaming platform and in between seasons of Stranger Things, Netflix created an immersive guided experience that allowed fans to step into the Upside Down world of Hawkins, Indiana. The ‘Stranger Things Experience’ featured interactive sets, live actors and special effects that brought the show to life and built anticipation for future episodes.

Netflix’s ‘Stranger Things Experience’ offered fans of the show a rare opportunity to venture inside Hawkins Lab for a 1-hour immersive experience that featured a brand-new Stranger Things storyline, followed by an 80’s-themed Mix-Tape medley with food and drink, special merchandise, set piece photo opportunities and so much more.

The visually striking sets combined live actors, special effects and interactive elements to give visitors a truly authentic and immersive experience, making it a highly engaging experience and reinforcing fans’ connection to the Stranger Things universe. Visitors were also encouraged to share their experiences on social media, which generated further excitement and buzz for the show.

Heineken – ‘The Greener Bar’

Launched at the Heineken London E-Prix in partnership with Formula E, the Heineken ‘Greener Bar’ was a pop-up bar concept focused on all things sustainability. Not only did the bar have visual appeal, it was also completely made out of recycled materials and its operations were designed to reduce waste and energy consumption as an example of how events hospitality should be done.

By using recycled materials and eco-friendly practices, the ‘Greener Bar’ enabled Heineken to showcase its commitment to environmental responsibility. The design of the bar itself was also a talking point, drawing in visitors who were curious about its unique construction and educating them about sustainable practices, as well as encouraging them to adopt eco-friendly habits themselves.

This experiential brand activation stood out because it transformed a popular social setting to convey a strong environmental message, effectively raising awareness about the importance of sustainability while promoting the Heineken brand at the same time.

Orlando International Airport – ‘The Moment Vault’

Orlando International Airport, one of the world’s busiest airports, redefined the passenger experience with the introduction of its new Terminal C. This terminal features two groundbreaking experiential technology installations, including one of our favourites – ‘The Moment Vault’.

‘The Moment Vault’ engages passing travellers with its advanced interactive experiences, incorporating 3D motion capture, tracking technology and high-resolution digital content. The installation boasts large LED screens arranged in a circular formation, creating a 360-degree immersive environment within it.

Inside this space, an AI-powered system captures the movements of individuals, generating a 3D virtual representation of each physical person. This data is then used to seamlessly integrate virtual characters with digital content on screen, providing a dynamic, fun and unforgettable experience for every traveller.

As you can see from the examples above, the key for successful experiential brand activations is to strike the balance between physical and digital elements to create experiences that are highly immersive, engaging and shareable. As technology continues to evolve at a rapid pace, finding and maintaining this balance will be even more crucial.

Check out some of our case studies to explore how we’ve partnered with brands to deliver immersive and engaging experiential activations or get in touch to discuss creating your own.

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Category
Agency News
Topic
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