Victoria's Secret celebrated the launch of its new bralette collection in April with a live-streamed press event at the brand's Herald Square location in New York. The event featured a backdrop that displayed the products within gilded frames, which were propped up on a hedge wall.
AOL's NewFront presentation took place May 3 at South Street Seaport in New York. The event took the form of a block party and featured interactive activations, including a station where attendees could test out Ben Affleck and Matt Damon's cross-country-chase reality competition series, "The Runner," which debuts on Go90 this summer.
Vegas Uncork'd by Bon Appetit celebrated its 10th anniversary from April 28 to May 1 with two dozen events, which included the Grand Tasting at Caesars Palace on April 29. The Las Vegas Convention and Visitors Authority showed off its new virtual reality experience at the event.
Kentucky Fried Chicken brought three activations to Comic-Con that were centered on the brand's founder and mascot, Colonel Sanders. Through a partnership with Adult Swim, the brand brought seven life-size Wi-Fi-enabled Colonel Sanders statues positioned around various intersections of the Gaslamp Quarter, each decked out in cosplay attire. When conferencegoers located the statues and connected to the network, they reached a co-branded Kentucky Fried Chicken and Robot Chicken digital hub for custom content. Costumed staffers were on hand to promote the brand and its comic campaign.
Fans of USA Network's award-winning Mr. Robot series got to experience a virtual-reality prequel written and directed by the show's creator, Sam Esmail. The 12-minute fully scripted piece, created with Chris Milk’s virtual-reality production company Here Be Dragons in partnership with Universal Cable Productions, provided viewers with one of the first extended narrative pieces of television content in the VR medium. Mr. Robot stars Rami Malek, Christian Slater, Portia Doubleday, Carly Chaikin, and Grace Gummer checked out the experience at Petco Park on July 21.
Book publisher Scholastic held a party July 21 at Hotel Palomar, where a green-screen photo studio from Graphix allowed guests to create their own photo souvenirs. The event also had a station for comic-style makeovers, and decor with artwork from Scholastic books.
Several Suicide Squad stars attended the film's Samsung Experience activation at the Hard Rock Hotel on July 23. DC Entertainment, Warner Bros. Pictures, the Visionary Group, White Walls Fabrication, PMK-BNC, and Brightline Interactive worked with Samsung on the activation. The experience included a virtual-reality fight with characters from the movie, and a recreation of the Suicide Squad Belle Reve penitentiary—the high-security prison that housed the film's characters. Fans could also “Join the Squad” by taking a personality quiz to create their own character, and generating a short video of themselves to share on social media.
Crowds flocked to Lucasfilm's Star Wars exhibit that displayed costumes from the movie Rogue One: A Star Wars Story, which hits theaters in December. Cosplayers dressed as Star Wars characters attracted attention to the exhibit at the convention center.
To promote the Fox TV series The Exorcist, stunt actors staged surprise exorcisms in the Gaslamp Quarter of downtown San Diego. Stars from The Exorcist, including Geena Davis, also attended a panel discussion about the show.
