Promotions

To celebrate its 150th birthday, Breyers ice scream staged a larger-than-life carton in New York's Madison Square Park on June 22. Brand ambassadors handed out free ice cream samples, and passersby could take a tour through the carton to learn about the brand's history. The activation was produced by AgencyEA in partnership with Golin Harris.

Thrillist's fourth annual Best Day of Your Life party took place June 18 at various bars in Williamsburg, Brooklyn. The event featured a wall of printers from Luster, an Instagram-powered printing company, which automatically printed out custom photos of guests if they used the event's hashtag in an Instagram post.

The Restaurant Association of Metropolitan Washington's 34th annual Rammys award show took place June 12 at the Walter E. Washington Convention Center. OM Media provided an oversize TV frame as the staging for its photo booth at the Heineken activation. Guests could then post the photos directly to social media or email the pictures to themselves.

To promote the implosion of the historic Riviera Hotel & Casino on June 14, the Las Vegas Convention and Visitors Authority invited fans and visitors to share their confessions—a nod to Las Vegas' slogan "What Happens Here, Stays Here"—which were then permanently concealed in the  #WHHSH Vault for the detonation ceremony.

Create a virtual celebrity photo opportunity with Air Graffiti Dallas’s new augmented reality technology. The new system, which launches this summer, is intended for brands that are looking for ways to leverage their celebrity endorsement contracts. Air Graffiti Dallas shoots a brief video of the celebrity in advance, for example, walking into the shot, waving, or bouncing a ball. At the live event, fans stand in a designated photo area, and the video of the celebrity is virtually added to the image. Guests receive copies of the images, which can include sponsor branding, to share via email, text, or social media.

Svedka launched its new cucumber-lime flavor with an event on June 14 at a Hancock Park estate in Los Angeles. Mini golf stations included backdrops that resembled giant Svedka cocktails.

A custom juice cart featured the event's hashtag and color scheme.

American Express activated its Amex Experience tent—which was designed and constructed by Momentum Worldwide—during the festival. A popular low-tech experience for festivalgoers was a customizable sunglasses station.

Macy's partnered with LeadDog Marketing Group to produce the Macy's Oasis, which gave festivalgoers a chance to relax with lounge furniture and a charging station. Along with bandanas soaked in ice water, the lounge had a string-art wall created by attendees.

Event Eleven used stacked vintage television sets as the backdrop for a slow-motion video booth. 

Festivalgoers could grab free Coke products at the brand’s activation, which featured oversize straw installations.

Guests could also personalize cans at the “Share an Ice Cold Coca-Cola” stations with their names as well as a friend’s.

In addition, the branded area included a wall containing 28 fans to keep guests cool, as well as beer-can art designed specifically for Governors Ball.

The sandwich company recently introduced a new logo, which was on display throughout the space, including on the backyard games.

The 42nd edition of TIFF took place September 7 to 17, with the premiere party for The Breadwinner taking place September 10 at the Cactus Club Café. Produced by Vancouver-based Wildfire Experiential and Events, the party featured activations including a wishing wall where guests were invited to take a ribbon and write their own wish for girls in Afghanistan—the setting of the animated drama film. The wishes will be sent to Kandahar Treasure, an organization that empowers female Afghan artists. 

The event, which was designed to recreate the restaurant’s grand opening in 1837, featured costumed performers from Chezzam Events who posed as 19th-century street vendors outside of the restaurant. 

In a room created by Belletrist book club founders Emma Roberts and Karah Preiss, a larger-than-life typewriter is adorned with a quote from Joan Didion. Aiming to celebrate female authors and the art of storytelling alive, dozens of empty books are available for attendees to write in. New to the Los Angeles edition, Belletrist is partnering with L.A.-based book-donation service Re-Book It and local store the Last Bookstore; attendees are invited to donate used books throughout the two weekends.

Water brand Perrier and artist Hottea created a colorful installation made from 1,500 linear yards of yarn. Guests can immerse themselves in scented listening booths designed to inspire creativity. Each area is marked with a tongue-in-cheek phrase based on the flavor, such as “You’re one in a melon” and “I love your zest for life.”

The room by actress and singer Janelle Monáe tackles the intersection of art and technology, specifically the ideas of mass surveillance. More than 160 mirrors document visitors’ moves, then display the footage on screens on the heads of mannequins.

Absolut celebrated its red, white, and blue limited-edition bottle with an event on July 19 at Hudson Mercantile in New York. Guests were invited to pose in a 20-foot cocktail glass, which was built in front of a billboard featuring the vodka brand’s bottle and promotional campaign. The event was produced by MKG.

Signature cocktails were served from a mini orange truck. 

At the Lay's tent, attendees could taste four different chip flavors and cast their votes for their favorite by scanning their festival wristbands at the corresponding station.

The sparkling water’s branded lounge included seating, a balloon-adorned photo booth backdrop, free samples, and a ball pit for creating shareable gifs.

For daring guests, the event offered a 25-foot free-fall stunt jump from a platform into a giant branded inflatable cushion below.