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Milestone Brands

July 31, 2018
Latest in Experiential Marketing, Activations & Sponsorships
In February, L'Oréal Paris hosted a pop-up event to celebrate the launch of its new Paradise Big Deal Mascara. It featured an immersive billboard activation in Times Square where visitors were able to have their lashes featured. Eight thousand products were distributed and the experience generated 18.6 million instances of the hashtag #bigdealmascara.
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The screenings were open to the public and targeted toward fans of the show, entertainment influencers, and media known to be part of the Yellowjackets Hive. In total, over 400 tickets were sold across all four cinemas, with nearly 5,000 fans visiting the lobby installations.
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See Inside These Buzzy ‘Yellowjackets’ Screenings
In the wake of January's devastating wildfires, a portion of proceeds from Natura Bissé's Casa Hollywood event went to local LA-based organizations. 'It was our way of bringing a little radiance back to the city we love,' said the brand's Alejandro Garçon.
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This Skincare Brand Created an Oasis of Wellness in the Wake of LA's Wildfires
Netflix Bites Vegas is a yearlong spinoff of the streaming platform's Netflix Bites LA, which was a 2023 pop-up focused exclusively on Netflix's culinary programming.
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Inside the dome, which was decorated with patterned carpets and colorful cushions, Sivan shared anecdotes about his life and his creative process. Studio recordings from the album played as a light show projected images from the album on the dome ceiling.
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The experience was housed in a 15-foot cube structure that featured 360-degree video projections of Scottish scenery and the distillery. The video was captured by drones and a remote-controlled robot.
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In February, L'Oréal Paris hosted a pop-up event to celebrate the launch of its new Paradise Big Deal Mascara. It featured an immersive billboard activation in Times Square where visitors were able to have their lashes featured. Eight thousand products were distributed and the experience generated 18.6 million instances of the hashtag #bigdealmascara.
Experiential Marketing, Activations & Sponsorships
See Inside These Buzzy ‘Yellowjackets’ Screenings
Paramount+ with SHOWTIME hosted advanced showings of the new season with some branded, slightly ghoulish goodies.
The screenings were open to the public and targeted toward fans of the show, entertainment influencers, and media known to be part of the Yellowjackets Hive. In total, over 400 tickets were sold across all four cinemas, with nearly 5,000 fans visiting the lobby installations.
Experiential Marketing, Activations & Sponsorships
This Skincare Brand Created an Oasis of Wellness in the Wake of LA's Wildfires
Natura Bissé's Casa Hollywood activation featured workshops, master classes, and an innovative culinary experience that showcased its skincare—all while helping Angelenos get their glow back.
In the wake of January's devastating wildfires, a portion of proceeds from Natura Bissé's Casa Hollywood event went to local LA-based organizations. 'It was our way of bringing a little radiance back to the city we love,' said the brand's Alejandro Garçon.
Experiential Marketing, Activations & Sponsorships
Netflix's Tasty New IRL Experience Is Now Open in Las Vegas
Netflix adds to its roster of IRL fan experiences with Netflix Bites Vegas, a one-year culinary residency at MGM Grand Hotel & Casino that brings the streaming platform's shows and movies to the table.
Netflix Bites Vegas is a yearlong spinoff of the streaming platform's Netflix Bites LA, which was a 2023 pop-up focused exclusively on Netflix's culinary programming.
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Food Porn: Get a Sneaky Peek Inside CookUnity’s Peep Show Experience
The meal delivery platform hosted a one-day pop-up that highlighted the sensual side of dining.
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This Haircare Brand Celebrated Decades of Black Beauty with a Retro-Style Fete
Co-hosted by actress Keke Palmer, the event highlighted Creme of Nature's connection to Chicago’s South Side, where the brand was founded in 1976.
One vignette featured a retro outdoor setting, replete with lawn chairs and a boom box, inspired by Chicago’s South Side in the 1970s.
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From chip pants to coffee pop-ups, this month’s New York Fashion Week featured clever partnerships, fun parties, and plenty of inspiring designer shows.
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See Inside Welch’s Zero Bodega That Turned Into a Surprise Speakeasy
The food brand launched its new line of drinks with a play on the beloved NYC corner store, along with an unexpected hidden lounge.
The door to the speakeasy resembled a fridge.
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The restaurant chain showcased its ingredients in unexpected ways with an immersive dinner experience in NYC.
The event featured a formal dinner setting.
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What’s In and What’s Out for Brand Experiences in 2025
Experiential marketing pros share key best practices—and what to leave behind—for designing successful activations this year.
Last year, CBS invited media, influencers, and fans to experience life as Colter Shaw—the protagonist of the series Tracker—with overnight events at scenic AutoCamp locations. Elevated influencer partnerships can help brands build more loyal communities.
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Snow Business: Top Brand Activations From the 2025 Sundance Film Festival
This year’s parties, panel discussions, and brand activations honored independent filmmaking at the annual tentpole event.
Festivalgoers were able to relax by a fireplace on an outdoor terrace, complete with a cozy heated yurt.
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