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Everything Experiential - ESPN The Ocho, Hendrick's Gin, XLIVE & LDI's New Symposium, and more!

Your experiential, immersive marketing, and brand activation news for the past week. ESPN: THE OCHO, Hendrick's Gin creates launderette activation, XLIVE & LDI Announce their new Symposium, life-sized Mario Kart, experiential production companies Scene2 and Voodoo Interactive Merge, Milka kindness campaign arrives in Munich after successful BCN activation, and more!


Ocho “hosts” Reisling Cooper and Skye Sanderson facilitated and called Spikeball and Cornhole matches at The Ocho activation, and Skye had fun with unsuspecting beach goers, interrupting and interviewing them as they took part in various beach activities. The resulting footage aired across the network’s social channels including IGTV and Snapchat Discover, in a fun way to promote the Ocho. ESPN worked with Giant Spoon on the concept and execution for the stunt.


Mario Kart-Inspired Race:  Mushroom Rally

Mushroom Rally will host a handful of races near NYC this fall from October 18th through November 3rd in Jersey City. Similar to the events in other cities, the top three participants after each race will win various prizes (like a Mario trophy, perhaps). 


Hendrick's Gin creates launderette activation

The four-day "Portals to the peculiar" event, launching on 15 August, will be a multi-sensory experience where people will be able to sample Hendrick’s Gin infused with rose and cucumber.

The 45-minute experience will see guests enter through an unassuming launderette at Protein Studios in Shoreditch where they will be greeted by the owner Lesley.

The gin brand is planning to launch a similar activation later this month with a Bermondsey cash machine.


XLIVE & LDI Announce Symposium

It's an exciting new symposium co-produced by LDI and sister show XLIVE. Taking place all day Wednesday, November 20 at MGM Grand, LiveX focuses on immersive experiential design, from brand activations to cutting-edge entertainment, where the experience is the thing, and the more immersive the better.



Scene2 were the set builders for Jeff Wayne’s The War of the Worlds: The Immersive Experience. Voodoo Interactive delivered experiential art installation Ocean of Air (pictured above) at the Saatchi Gallery.

The two companies will become a combined production house, delivering immersive experiences. It will offer creative consultancy, concept creation, set building, production management, and system/layout design.


Avolites Brings a Double Rainbow to Life for Dead & Company

Although their shows have long been heavy on the trippy visuals, the group’s followers will have noticed the new deployment of color “sticks” arranged in two arches—32 spanning over the stage lip, and 14 more around the main video screen at the back of the stage. Although they may resemble a classic scenic element of the band, the tech is new; each stick of light was designed to be a specialized video surface and is being driven by a computer loaded with an Avolites Ai Anjuna software license.


Milka kindness campaign arrives in Munich after successful BCN activation

Launched through a digital activation in the Dufry duty free store at BCN, travellers were drawn to the activation space by Milka’s Lila the Cow mascot. They were also directed to a large screen, on which kind actions  such as waving and smiling were demonstrated.

Customers were then encouraged to copy these actions in a sequence of kind gestures.


9thWonder Acquires Experiential Shop The Marketing Consortium

Houston-based marketing agency 9thWonder has acquired experiential marketing agency The Marketing Consortium. Terms were not disclosed.

TMC was among the first agencies to combine experiential marketing events with shopper-marketing programs prioritizing sampling and consumer promotions for major advertisers.


TAGS: News
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