The experiential team are back with their favourite news and campaigns from the past few weeks. As summer approaches and the weather starts to look up, the events side of things are definitely picking up along with this.
YSL – Petrol station turned make-up shop
YSL Beauty recently headed out to California’s Colorado Desert for this month’s Coachella festival with a concept store resembling a petrol station.
A “lip station, pop-up shop and content creation set” rolled into one, the “YSL Beauty station” was located on Route 111 in Palm Springs. It was in prime location for attracting visitors going to and from Coachella giving them the opportunity to top up their make up, have their make up done by the professionals or even get something from their giant vending machine.
The pop-up will have had high visibility, as thousands of festival goers travelled past it and it will have no doubt been a huge hit with the glamorous attendees. To top this, going for the ‘Instagram worthy’ look encouraged plenty of photo opportunities, organically spreading the word via social channels too.
This shows how events and digital marketing can go hand in hand.
Airbnb – Iconic pyramid
Airbnb has partnered with the Musée du Louvre in Paris to celebrate 30 years of its iconic Pyramid. Two lucky guests will discover the museum like never before. Through this partnership, Airbnb are giving a winner and their guest the opportunity to sleep beneath the Pyramid, for one night only.
A VIP guide around the museum, a personal chef and an intimate acoustic concert, this really is a once in a lifetime experience.
The global campaign not only aims to generate a huge number of entrees, but to promote Airbnb’s addition of ‘unexpected experiences’ to their offerings, from intimate gigs to exclusive visits, soon you’ll be able to book all of this through Airbnb.
Unfortunately for us the competition has recently closed and the winners will be announced shortly!
The O2 – To the O3
The O2 recently altered their signage to become The O3 for 11 days, in honour of Canadian rapper Drake’s residency at the venue. In his song God’s Plan, he raps: “And you know me, turn The O2 into The O3.”
This is a great example of a brand going above and beyond to make an already great experience, even better. This will no doubt have been a memorable few shows for Drake and all in attendance. Well done O2!
Alongside the temporary name change, the O2 have also put on a prize draw for Drake fans to win a pair of tickets to one of the gigs. To win, they simply had to post a picture with the O3 on social media and hashtag #DrakeTheO3.
This weeks experiential news and campaigns show a lot about how relevancy and timing is key to pulling off a successful experiential activation, from YSL targeting the perfect audience at Coachella at the right time to the O2’s use of Drake’s songs and the relevancy too. We look forward to seeing what comes up in the next few weeks as the weather starts to get warmer and the excitement to summer starts to build.