Top five experiential stories of the week

This year's Magnum Pleasure Store is located near Bond Street station
This year's Magnum Pleasure Store is located near Bond Street station

Magnum, Carlsberg and Innocent are among this week's most read news stories.

Magnum Pleasure Store pop-up opens

This week's top story was Magnum's pop-up in South Molton Street, London. For the third year running, the ice cream brand will be letting consumers loose with ice cream, chocolate and sprinkles to create their own Magnums. The Unilever brand is using the concept to celebrate its new Double range, which it launched in April with a party at One Horse Guards Avenue.

Kraken Rum black ice cream tour kicks off

Visitors to Battersea Park in London on Wednesday (1 June) tasted Kraken Rum's boozy black ice cream in what was the brand's first stop on a UK-wide city tour. In December, Kraken Rum created a festive pop-up shop with black christmas trees and black decorations.

Innocent reveals plans for wild 'gym' concept

Innocent is working with agency Sense to launch a natural ‘gym’ concept to promote its Coconut Water drink. The brand will be travelling across the country encouraging a more wild workout in all its forms, with an offer of nature’s free Gym membership. Watch out for the brand's 'Treehab' at several festivals this summer, too. Innocent fans recently attended the brand's second Unplugged festival

In pictures: TRO activates BMW sponsorship of PGA Championships

TRO spent eight weeks building the car brand's 'Championship Village' at Wentworth Club in Surrey, which included a climbing wall and remote controlled car circuit. Its ‘BMW Fairway’ area also housed activities for golf fans, including a golf swing simulator experience. TRO announced in May that it would be working with BMW for the PGA Championships for the 12th year.

In pictures: Uefa Euro 2016 sponsor Carlsberg runs shirt exchange

A huge Carlsberg-branded vending machine, containing 1966 World Cup replica shirts, arrived in London on Thursday (2 June). The Uefa Euro 2016 sponsor gave away 300 shirts as part of the ‘If Carlsberg Did Substitutions’ campaign. Other activity has included a 'superchuggers' stunt, and a stunt on the tube with the help of Sky Sports' commentator Chris Kamara.

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