Our events team have drawn up their favourite experiential news from the past few weeks and with Christmas well and truly upon us, they thought it only fitting to have a Christmas theme.
Iceland- In-store ice rink
Iceland lived up to their name with a PR stunt where they literally turned one of their stores into an ice rink. Synthetic ice was laid across the store aisles and customers were invited to swap their shoes for skates as they entered. The rink was installed in response to research that found four in five parents wish they had more time to enjoy the run-up to Christmas and nearly all kids find Christmas food shopping boring so it was an answer to everyone’s problems. What good fun!
In addition to this PR stunt, their recent ‘banned’ palm oil advert has also been rolled out as an experiential event with an animatronic Orangutan roaming the streets of London and clinging to Christmas trees. This powerful campaign has had much praise and an abundance of support online and offline. With Orangutan toys available to buy in store for your Christmas trees, the #NoPalmOilChristmas is underway.
Iceland’s new Marketing Director seems to be steering them in right direction against their main discounter competitors!
Harvey Nichols- Shoppable Christmas choir
Harvey Nichols delivered a Christmas first with a ‘shoppable‘ Christmas choir. The Christmas choir will be doing the rounds at local business headquarters in London including the likes of Google, Estée Lauder, The Telegraph and Harvey Nichols itself. The all-female choir will be dressed up in festive party wear which is all buyable from Instagram whilst singing unconventional mash up of carols and party anthems.
During its Christmas initiative, Harvey Nichols will donate 10% of sales from its Knightsbridge store and online to Smart Works, a charity that offers dressing and interview coaching services for women entering the world of work. Deb Bee, group creative and marketing director at Harvey Nichols, said: “Christmas is the fashion season, because it’s also party season. But we know that our customers are rushed off their feet. So we have partnered with Smart Works to raise awareness of this partnership and help busy women in London find a party outfit even if they can’t take time out of work.”
Lego- Lego imaginarium
Finally, to mark the end of the 60th birthday celebrations, Lego have built a Christmas themed ‘Lego imaginarium’. Lego Guests were given the opportunity to view the scene through a tablet device running an augmented reality app. And, as if by magic, brick-built dinosaurs, dragons and all manners of creations were brought to life. Even the space shuttle got in on the act! Children and parents were invited inside where they could build their very own models. The idea was to keep a child’s imagination running wild!
That’s all for experiential this month! There’s been loads of great experiential campaigns in the run up to Christmas so we wonder if any brands will be pulling anything out the bag in January. We’ll update you again in the New Year!