As live events and activations make their return, we're bringing you even more inspiration for your own gatherings with our Cool Event Ideas of the Month column, where we round up some of the most creative event ideas we've spotted each month.
Our January 2022 roundup includes a larger-than-life claw machine celebrating RuPaul's Drag Race, a colorful traveling activation for the new Hotel Transylvania film, a pretty-in-pink VIP lounge at the LA Art Show and more.
VH1's 'RuPaul's Drag Race' Claw Machine
To help launch season 14 of RuPaul's Drag Race, VH1 set up a 12-by-12-foot faux claw machine photo op at the Westfield Century City in Los Angeles. In a tongue-in-cheek nod to the show, the claw was holding a crown (or, as RuPaul would say, it was "snatching the crown"). Shiraz Creative handled design and production, while Stoelt Productions handled fabrication and lighting.
Photo: Marie Buck Photography
Amazon Prime Video's 'Hotel Transylvania' Mobile Promotion
To promote its latest family-friendly film Hotel Transylvania: Transformania, Amazon Prime Video brought a traveling activation to Los Angeles, Austin, Miami, New York and other key markets. The colorful pop-up was a transformed bus featuring Andy Samberg’s monster-ized Johnny character coming out of the roof and the side—bringing to life one of the memorable scenes from the movie. On-site, fans could take photo ops with costumed characters and receive giveaway items inspired by the film. Amazon Prime Video tapped AKJOHNSTON Group to help create, build and execute the activation.
Photo: Courtesy of Amazon Prime Video
Amazon Prime Video's 'The Marvelous Mrs. Maisel' Lodge
Amazon Prime Video also celebrated season four of The Marvelous Mrs. Maisel this month with a themed takeover at New York’s Bryant Park. From Jan. 11 through the end of February, the park’s Lodge at Bank of America Winter Village has themed decor surrounding the show, including photo ops, Maisel-inspired cocktails, neon signage and plenty of pink details.
Photo: Courtesy of Amazon Prime Video
Los Angeles Art Show
Los Angeles’s longest-running art show took over the Los Angeles Convention Center from Jan. 19-23, drawing 45,000 art dealers, curators, collectors and art lovers for a socially-distanced, masked gathering. Emerging themes included NFT artwork and environmental conservation (and how those two can work together). One highlight of the busy show floor was the hot-pink VIP lounge, which featured uniquely shaped walls, eye-catching art displays, floor projections and a variety of seating options.
Photo: Birdman Photos
David Bowie's 75th Birthday Pop-Up Shops
To celebrate what would have been singer David Bowie’s 75th birthday, his estate teamed up with Factory360 to launch Bowie 75, curated pop-up shops in New York (pictured) and London that were open from late October through Jan. 23. In addition to exclusive retail drops and other merchandise for sale, the spaces served as a sort-of tribute museum, featuring immersive audio and HD video screening rooms, hours of video content including previously unseen footage, special Bowie-themed events and more.
Photo: Ignacio Linares
iHeartRadio AlterEGO
The 2022 iHeartRadio ALTer EGO Presented by Capital One took place earlier this month at the historic Forum in Los Angeles. The celebration of alternative music featured performances from Coldplay, Imagine Dragons, Kings of Leon, Avril Lavigne and more, with eye-catching stage designs and other memorable moments (including a Coldplay set featuring a proposal from one attendee to another). Another photo-friendly moment? During Imagine Dragons’ set, the band showered the crowd with confetti (pictured).
Photo: Skyler Barberio for iHeartRadio
OREO Cakesters' Blockbusters Takeover
To celebrate the return of OREO Cakesters, the brand decided to "rewind” to the mid-2000s on Jan. 7 with a playful takeover of the last Blockbuster, located in Bend, Ore. The soft-baked snacks first launched in 2007, inspiring the nostalgic activation that included a co-branded exterior marquee, Cakesters-themed movie posters that spoofed popular genres and free samples that were presented in retro VHS-inspired packaging. See more: Blast From the Past: Why Brands Have Embraced Nostalgia Marketing
Photo: Courtesy of OREO
e.l.f. Cosmetics Electric Moods Collection Launch
Another nostalgia-inducing activation this month came from e.l.f. Cosmetics, which debuted its 1990s-inspired Electric Moods collections with a branded convertible called the "MOOD-mobile." The car brought product drops to the homes of NYC-based beauty editors and also made a pit stop in Times Square where consumers were able to receive products—and jam out to remixed songs by the three artists who co-created the collections. Shadow produced the activation. See more: Blast From the Past: Why Brands Have Embraced Nostalgia Marketing
Photo: Courtesy of Shadow
College Football Playoff's Swag Suite
For this year’s College Football Playoff National Championship game, held Jan. 10 at Lucas Oil Stadium in Indianapolis, Gifts for the Good Life designed a swag suite for football fans. Over the course of three days leading up to the big game, VIP guests and more visited the hospitality suite, which was outfitted with truckloads (literally) of swag, including footballs that could be personalized on-site. See more: 5 Key Factors for Creating an Engaging Gifting Experience
Photo: Andrew Griswold
TBS' 'Go-Big Show' Ride Revamp at Six Flags
With the help of experiential agency Mirrored Media, TBS teamed up with Six Flags to launch the Go-Big Experience at Six Flags Fiesta Texas in San Antonio. The over-the-top activation, intended to promote the new season of TBS' Go-Big Show, modified the park’s SkyScreamer ride by replacing a few of its traditional swings with harnesses—meaning that the ride's most daring fans could opt to strap in and soar 200 feet in the air in a stomach-down, arms-out flight experience. See more: How TBS Modified a Theme Park Ride for This High-Flying Stunt
Photo: Courtesy of Mirrored Media
