This week's roundup includes a McDonald's photo booth bed in Los Angeles, Nike's mobile store in Toronto, France-inspired cheerleaders in Los Angeles, and a Caribbean rum tasting tour in Puerto Rico.
Event sponsor McDonald's showcased a photo booth with a bed, which promoted the restaurant's new breakfast-all-day offerings.
As the official airline sponsor of the Los Angeles Marathon, Air France hosted numerous activations surrounding the race on February 14. The airline brand took over Mile 16 of the marathon in front of City Hall in Beverly Hills, providing music from DJ Lam and cheerleaders wearing French attire.
El Conquistador, a Waldorf Astoria Resort and Spa in Fajardo, Puerto Rico, launched a Taste of Caribbean Rums Tour for groups. During the experience—which features rums native to Puerto Rico and other Caribbean islands—groups will learn about the island's culture, history, and distilling process. The experience is $11 per person and requires a minimum of 50 people.
The N.B.A. All-Star Weekend took place February 12 to 14 in Toronto, and with it came numerous sponsor and brand experiences that promoted new campaigns and products. Nike turned a Toronto Transit streetcar into a mobile store, dubbing it the Snkrs Xpress. Inside, Nike Plus members were treated to a curated selection of footwear and could check out historic styles from the "DNA Vault" as the streetcar cruised the area for 25 minutes.
Samsung Electronics America participated in N.B.A. All-Star activities for a third year. The Samsung Experience was housed inside the N.B.A. Centre Court and included player appearances, fan rewards, and activities such as getting basketball skill and performance feedback using the new Samsung Gear S2.
Adidas partnered with Toronto photographer Horace Ng to transform a space on Queen Street West into an brand activation that doubled as a photo and art installation.
During a commercial break during the 58th annual Grammy awards on Monday, Target aired a live music video for Gwen Stefani's new single, "Make Me Love You." The four-minute video was shot on a 32,000-square-foot soundstage at the Warner Brothers lot in Burbank, and involved multiple costume set changes, all of which were branded with the retailer's bull's-eye logo and color schemes. While the video aired on CBS, viewers could watch in real time from a different perspective on Facebook, Snapchat, and Periscope.
The Recording Academy's after-party for the 58th annual Grammy awards took place February 15 at the Los Angeles Convention Center. An oversize high-heel shoe prop decorated the event's main stage.
A real working fountain in the center of the space included water that danced in choreographed programming.
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