Pop-Ups
StubHub Game Show Names L.A.’s Biggest Superfan
StubHub on Nov. 12 unleashed some of Los Angeles’ wildest supporters inside Microsoft Square to determine the city’s number one superfan. Leveraging a live game show format, the brand invited seven competitors to complete a series of challenges resembling the NBA’s annual Draft Combine as part of its cross-channel Let Your Fan Out campaign. The...
Lean Cuisine Scales New Messaging with an Art Wall
Following a dramatic rebrand this summer, Lean Cuisine on Oct. 26 activated an art installation at Grand Central Terminal’s Vanderbilt Hall aimed at reducing the negative emotions and anxiety women associate with the bathroom scale. Artist Annica Lydenberg helped bring the brand’s new messaging to life, which is shifting away from “dieting” and instead “advocating...
Amtrak Whisks Travelers Away in a Teleporter
New York City’s Penn Station is a more than 100-year-old architectural landmark and busy railroad hub. So imagine the surprise and delight of Amtrak train travelers when they came across a futuristic “Teleporter” that whisked them away instantly to another city. The experience, activated in the Amtrak Rotunda at the station Sept. 14-25, helped Amtrak...
Birchbox’s Pop-Up Lets Consumers Try Before They Buy
Birchbox redefined the meaning of BYOB in August with its biggest activation to date—a three-city tour that invited consumers to “Build Your Own Box” with its array of beauty products. With the three-day stints in Chicago, Atlanta and Los Angeles, the brand invited consumers to browse a handpicked assortment of makeup, skin care and hair...