Top five experiential stories of the week

A Ghostbusters stunt in Waterloo, a Pureology roadshow in a converted ice cream van and a French-themed Maille feast on the South Bank are among our most popular brand experience stories this week.

The giant Marshmallow Man crashing through the floor at Waterloo
The giant Marshmallow Man crashing through the floor at Waterloo

Sony Pictures stages Ghostbusters PR stunt at London Waterloo

Commuters were greeted by a giant Marshmallow Man sculpture crashing through the floor at London's Waterloo train station on Monday morning (11 July). The stunt formed part of Sony Picture's promotion around its new Ghostbusters film. Green ‘slime poles’ were also positioned around the station and a pop-up Ghostbusters retail unit, built to look like a New York Subway entrance, sold limited edition Odeon tickets and ghostly goods. Commuters shared images on social media using the hashtag #GhostbustersWaterloo. Further experiential activity took place at the Birmingham Bullring and Manchester Piccadilly, using the iconic Ghostbusters car, the ECTO-1.

L'Oreal's Pureology devises roadshow to encourage hair colour trials

L'Oreal's hair product range Pureology kicked off an awareness-raising roadshow in London this week, marking its first consumer-facing campaign in the UK. The activity, created by marketing agency Rare Breed, is delivering personalised hair consultations in a converted ice cream van. Customers will be educated as to which product in the range is ideally suited to their hair concern, given a sample and directed to one of the partner salons to redeem a promotional offer on a colour service.

Maille to host alfresco Paris-themed dining experience

French gourmet mustard brand Maille revealed it will transform London's South Bank into Paris' left bank, La Rive Gauche, for an evening celebrating food and wine on 26 July. A long-table banquet for 150 guests will line the riverside as part of Maille’s Fête de la Gastronomie, a two-week food festival taking place from 18 June -1 July. Maille is working with eight 'flavour creators', who will each create a dish for the feast.

Brand Experience Report 2016: Future opportunities

Popular amongst readers this week was this instalment from our Brand Experience Report 2016, revealing the major developments and opportunities facing experiential. Agencies including Sense, Iris Culture and Jack Morton Worldwide identified trends such as the improved and deeper integration of social media within brand experiences, an increase in immersive experiences and greater investment in content. The full Brand Experience Report 2016 can now be downloaded as a PDF file.

Magnum partners with Regent Street for fashion-themed event

Magnum's announcement that it will create a 16-station ice-cream dipping bar at next weekend's Summer Streets Sunday event understandably got plenty of hits. The Unilever-owned brand's event, titled Fashion With Magnum, will take place as part of the Regent Street festival on 24 July. Visitors will be able to create their own bespoke Magnum by choosing their flavour and seeing the ice cream dipped before their very eyes. A double decker bus will also showcase dance and fashion from across the decades, with hosted dance classes, fashion shows and a DJ playing sessions throughout the day.

Comment below to let us know what you think.

For more activations and experiential campaigns in London, download our latest report, London's Experiential Playground

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