Culinary publication Taste of Home is back for the fourth year in New York City’s Madison Square Park with a life-sized Gingerbread House and an interactive experience that from Dec. 7-20 recalls the sights, sounds and smells of the holiday season. New this year is a 4D storytelling engagement that immerses guests in a gingerbread world, along with “social stops,” where guests can interact with engagements on Snapchat and Instagram, and Facebook Live videos that feature the publication’s test kitchen experts decorating cookies. Returning sponsor Folgers Coffee and new sponsor Domino Sugar are featured on signage and inside the Gingerbread House. Both distributed samples on opening night.
The experience begins with social stops before guests enter the house via @TasteofHome and #gingerbreadblvd displays placed along Gingerbread Boulevard where they can view Instagram posts while waiting in line. Inside the installation, as the scent of gingerbread wafts through the air, visitors peer through the house’s interactive windows to follow a Gingerbread Man in a 4D synchronized video experience. The story unfolds from window to window, depicting the Gingerbread Man decorating his Christmas tree outside in the yard. When a storm causes him to lose the star for the top of his tree, the air turns cold and the Gingerbread House shakes. When he finally retrieves the star with the help of his Gingerbread Dog and an animated snowman, a burst of light fills the room.
“When we create any type of experience, whether it is Gingerbread Boulevard, Kids in the Kitchen in Madison Square Park or Taste of Home Live, it is a celebration of consumers’ memories and traditions with food. Marketers want to be a part of that warm and fuzzy, that history and tradition, and Taste of Home gives them a venue to do that,” says Donna Lindskog, publisher at Taste of Home. Agency: In-house.