Sunny side up! Innovative summertime brand experiences
Sun, sand and…brands! You may go to the beach to kick back and relax but today brands are everywhere you look. And this time you’re glad. Read on and discover innovative campaigns employed by brands to engage its consumers as they soak up some sun in the summer!
The Sprite Shower
In Brazil, beach-goers are enjoying the sun and refreshing taste of Sprite soda. Not to mention the free shower! Yes, that’s right. Sprite asked “What could be more refreshing than a Sprite?” and the answer is- a Sprite Shower, a giant promotional beach shower that looks like a Sprite machine. The company has taken these showers to popular beaches worldwide, including ones in Brazil and Israel. Ad agency Ogilvy & Mather Brazil won a gold award at the 59th Cannes Lions International Festival of Creativity in June 2012 for the Sprite Shower.
Bud-Light Beer Garden after Volleyball
When there was not action on the courts, there was plenty of it in the Bud Light beer garden at the inaugural World Series of Beach Volleyball, a week-long tournament held in Long Beach from July 22-28. There were two big, portable bars brought in just for the event, beer (of course) and a full bar run by the pros at Panama Joe’s.
But that’s not all, there were Bud Light girls spray painting temporary tattoos on patrons (they are temporary, aren’t they!?), more Bud Light girls in bright blue shirts and short white shorts, a dozen girls in two bikini contests Saturday and Sunday sponsored by Smack Sportwear (the final was Sunday before the women’s beach volleyball final) and even Pub Clubette Lindsay Bedell.
Lynx’s World Record Giant Group Shower
“One man. One gigantic shower. One botter of Lynx shower gel and 152 beachgoers.” Lynx, well-known for their sex-sells advertising campaigns broke a record with their giant shower stunt. On August 13th, 2011 in Bournemouth Beach, England, the company set a world record for the most people showering together.
“The people of Bournemouth have to be applauded for getting into the spirit of the day and taking a shower together,” said Guinness World Records judge Anna Orford, in a statement. The company set up a huge 19-feet tall shower on a beach in England to hold 152 men and women. Contrary to what the video mentions, it was not just one man. Sorry boys. Their video on Vimeo has been viewed over 94,000 times.
Kingfisher Blue, Sonata and Woodland sponsor the India Surf Festival
Ramachandi beach on the Puri-Konark Marine Drive will be the hottest place to be in Odisha this February. India Surf Festival 2014 is set to ignite the swell and sands with surfing, music, and art from February 14 to 16 bringing together not only surfers from across the country and abroad but also artists, musicians, designers and famous lensmen.
The third edition of the festival, however, promises to transform the niche realm - restricted to a handful despite the country boasting of more than 4600 mile coastline and wonderful beaches - to a sport accessible and participatory for the common man.
Corona – Save the Beach Hotel
Built by a ‘famous artist of trash’ (no, not Britney), the Save the Beach Hotel was created to draw locals’ attention to the littering problem on European coastlines that Corona has been nobly championing for years, apparently. The statistical results at the end are a highlight. For bonus cynicism points: see how many discarded beer bottles you can spot in the walls.
CBL under Mirinda took the funfest experience to Spennah Beach in Entebbe. The Mirinda Funfest at Spennah, one of the finest beaches in the country, reinforced the brand’s position as the consumers’ favourite soda that gives them more choices and brings out the fun side out of them. Some of the fun activities to look out for at Spennah were celebrity bartending, performances from the finest comedians from Laftaz and Fun Factory outfits, Dj and Vj battles, beach volleyball, jet skiing, acrobatics, and other games that will hand you a ticket to claim goodies by Mirinda.
Godiva beach activation at Bubble Q
Godiva's beach top activation at Bubble Q included individually-wrapped chocolates. The brand also served a dessert called "Midnight on the Beach," inspired by its Midnight Swirl chocolate.
Nivea at the beach
Citing an opportunity to link to an event with lots of exposed skin, Nivea has inked a multiyear title sponsorship deal with the AVP professional beach volleyball league. Under the deal, Nivea will get advertising, on-site signage, sampling activations, retail activities, PR, contests and online. In particular, the tour, which starts April 17, will support Nivea's Happy Sensation Body Lotion and Touch of Happiness Body Wash.
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