Five Things to Know This Week
This week’s hot takes on hot topics in experiential marketing cover Sleep Exchanges, “Street Fighter” IRL and Food Vaults.
The Angry Orchard Video Store is a Real Scream
What’s your favorite scary cider?
In a toast to the 30th anniversary of the original “Scream,” Angry Orchard teamed up with the iconic franchise to debut a Ghost Face-inspired cider in its new variety pack—and the partnership clearly called for a ’90s-themed experience to match.
So the duo, along with Fun World, owner of the Ghost Face copyright, kicked it back to the era of physical media and mid-aisle sibling squabbles with the Angry Orchard Video rental store.
From Oct. 2-3 in NYC, consumers 21 and older could step inside the “Scream”-inspired space, where they received a customized membership card featuring their photo, which helped guide them through the experience.
Visitors could wander through rows of video displays while sipping on cider, check out a concession stand and prize redemption station, snap photos in a traditional photo booth, participate in hard cider tastings and catch an appearance by Skeet Ulrich, the original Ghost Face.
No late fees were reported. (Agencies: Little Red Bean Productions; Golin Ketchum)
New Yorkers Give it a Rest at the Yotel x Hilton ‘Sleep Exchange’
A good night’s rest is hard to get in the city that never sleeps. And Yotel and Hilton have the data to prove it.
To launch a new, exclusive partnership between Yotel properties and the Hilton Honors loyalty program, the brands took over Grand Central Terminal’s Vanderbilt Hall on Oct. 8 and invited New Yorkers and travelers to check into the “Sleep Exchange” for a gamified experience.
Inside the hotel lobby-themed space, decked out in Yotel’s signature purple, consumers encountered a concierge-style Sleep Exchange desk, hotel-inspired décor and a Sleep Lounge, where sleep scientist and author Dr. Rebecca Robbins met with participants one-on-one to provide personalized guidance around sleep habits.
Throughout the day, participants also shared how well they slept and what kept them up at night through a dedicated survey. A few results: 23% said they have good sleep, averaging from 70-79 as their sleep score out of 100, and 46% sleep as little as five and six hours per night.
Consumers could then trade their sleep score for prizes, including Hilton Honors points, Yotel stays around the world, and products that benefit sleep, like a sunrise alarm clock from Yotel partner Lumi.
Getting rewarded for complaining about sleep… where do we sign up?
The Lurpak 125 Good Food Vault Butters up Home Cooks in London
Few brands can say they’ve reached their 125th anniversary, so to mark its milestone, Lurpak crafted an extra-special occasion for passionate home cooks as part of a multichannel campaign.
From Oct. 7-9 at Kachette in Shoreditch, London, the butter brand cracked open The Lurpak 125 Good Food Vault and treated 125 food lovers to a multisensory journey across different eras in British cooking history.
Each two-hour dining adventure was anchored by a “time machine” comprised of ovens and an interactive conveyor belt. As attendees explored five groundbreaking culinary periods, they were invited to smash, experiment and play with ingredients to complete their courses.
Butter lovers who didn’t score a seat at the table could visit Kachette on Oct. 6 to unlock the vault door and receive a packaged anniversary cupcake.
Dare we say vault doors are the new wine windows? (Agency: Zeal Creative)
Fans Control the Action at a Pop-Up ‘Street Fighter’ Arena in Times Square
Paramount Pictures has been hitting the pavement hard with promotions for the new “Street Fighter” movie, but its interactive activation on Oct. 7 in NYC takes the cake.
The brand popped up in Times Square with an IRL version of the game featuring performances of live-action fight sequences, along with a massive arcade machine that consumers could operate to decide which moves the fighters would execute next.
If that weren’t enough excitement, cast members from the film, including 50 Cent, made an appearance, and stepped into the arena themselves to duke it out. Now that’s a winning battle.
Heineken Toasts to its Baller League Sponsorship with a ‘Foosballer Table’
Heineken loves its sports sponsorships and its newest global partnership is with, shall we say, an offbeat organization: Baller League.
The rapidly-growing soccer club is described as a “six-a-side competition with innovative rules, live entertainment and digital-first storytelling,” and Heineken is wasting no time appealing to the fandom with a custom-built “Foosballer Table,” and accompanying experiences.
The six-a-side table features playable figures created in the likeness of 12 top Baller League players, and pub-inspired details, like bar-tap handles, built-in bottle holders, LED lighting and Baller League goal celebrations.
The Foosballer Table is slated to pop up at the Baller League Arena in Dagenham, England, throughout the season, giving select fans a chance to compete against UK players, managers and personalities. Plus, limited-edition versions of the tables are being installed at a variety of Heineken Star Bars and pubs across the UK.
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