5 interesting brand activations in August from across the globe


The month of August has been exceptional for the world of experiential. As most parts of the world are still struggling under the summer heat wave, a number of popular brands utilized this opportunity to turn things around and create memorable experience for their customers.

With brands like Ferrari, Heineken and Sony leading the pack, below mentioned is our pick for Top 5 brand activations in August from across the globe.

1-Heineken transforms Somerset House into rugby stadium

This brand activation takes the love of Rugby to an entirely different level doesn’t it? Through the initiative beer brand Heineken officially kicked off its Rugby World Cup 2015 campaign by using projection mapping at the Somerset House in London to transform it like a rugby stadium. The 270-degree projection, which was created by the agency Projection Artworks, and the highlight of the projection was that the walls of Somerset house looked like they were filled with rugby fans watching a game.

The evening also featured an hour-long set from Everything Everything and appearances from legends like Jonah Lomu, Will Carling, John Smit, Matt Dawson and Scott Quinnell.

2-Casa Ferrari Carmel

The activation had Ferrari renting out a Shell gas station in California. And a custom built structure a part of the activation, displayed a rotating schedule of vintage Ferrari cars. The concept of the pop-activation was applauded by the brands prospective customers who could now get a touch and feel of their favorite automobile brands away from the jam packed showrooms.

3-Cadbury free chocolate activation in London

Through this campaign Cadbury had a team of six cyclists spreading the joy and fervor of Mondelez by distributing free chocolate across London streets on August 25th. The concept of the campaign was simple yet effective and hence brought immediate smiles on the faces of the passerby’s. The cyclists gave out Twirl, Wispa and Dairy Milk and other products from the brand and people were encouraged to tweet the happy moments with hashtag #joycycle.

4-Uber and Magnolia Bakery National Banana Pudding Day

Talk about creating sweet experiences through brand activations. UberEats and Magnolia Bakery teamed up together for this one, wherein capitalizing on the National Banana Lovers Day theme , the brands tweaked the concept to make it National Banana Pudding Day. The first 300 customers who ordered a meal using Uber's city-specific food delivery option received a free small banana pudding from the bakery and anyone who bought banana pudding in stores got a free banana-theme temporary tattoo and a chance to win free pudding for a year if they used the hashtag #GoBananas and tagged the bakery in an Instagram post. Now this is one experience we must have in India too!

5-GoGo Squeez's 'Goodness Machine'

The nutritious snack brand, GoGo Squeez partnered with MKG for the activation tour of its customized vending machine, called as "The Goodness Machine." The activation featured the brand's signature applesauce packet and kids were invited to participate by pushing a button, which activated a launching mechanism that shot out an applesauce packet attached to a parachute with the brand's label. The activation also featured a social media and video element, with a custom video recorder that recorded kids interacting with the machine.

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