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Everything Experiential - Hendrick's Gin, Lululemon, Michael Kors, Twitter, Amazon, and more!

Your experiential & immersive marketing, and brand activation news for the past week. Hendrick's Gin creates hot air balloon activation, Inside Lululemon's Experiential Store, Michael Kors celebrates new ‘Wonderlust’ fragrance experiential campaign, Amazon's Comic-Con activation, Twitter's #Tweetups activation, Superfly sells remaining stake in Bonnarroo, and more!

Hendrick's Gin creates hot air balloon activation

The experience is part of the Honda Celebration of Light in Vancouver during 2-3 August. The balloon will be suspended 65 feet in the air and visitors will also be able to sample its limited-edition Midsummer Solstice variant that will be released in Canada later this year.

The balloon will be decorated with cucumbers and roses, and be tethered at the steps of the Vancouver Art Gallery.

 

Inside Lululemon's Experiential Store in Chicago

Lululemon's experiential store is nestled on the northside of Chicago in the Lincoln Park neighborhood, a little quieter with more of a residential feeling than The Loop downtown, and also with a more trendy vibe (think of like Venice or Manhattan Beach areas of Los Angeles).  The whole experience reminded us of a small version of a gym or workout facility. Employees welcomed store visitors on every floor, as a smiling studio host greeted patrons by name that were attending classes. Food and beverages offerered were high quality, and healthy. 

 

Michael Kors celebrates new ‘Wonderlust’ fragrance campaign with experiential treasure hunt in New York

The new creative stars international supermodel Gigi Hadid and was shot by fashion photographers Inez & Vinoodh in the Turks and Caicos Islands.

Michael Kors described Gigi Hadid as the “perfect ambassador” for the fragrance line. “Gigi fully embodies the Michael Kors Wonderlust spirit. She’s curious, spontaneous, lighthearted…everything you want in a travel partner and is the perfect face for this fragrance.”

 

Amazon went all out with Carnival Row’s Comic-Con activation

Amazon Prime unveiled several stunning details at Comic-Con 2019 about its upcoming series, Carnival Row, featuring Orlando Bloom as Detective Rycroft Philostrate and Cara Delevingne as fairy Vignette Stonemoss.

The sprawling mythological series is set in the Victorian time, but with elements of fantasy that paint a conflicted world of exotic fae homelands that have been overrun by humans.

 

The State of the Experiential Market

According to the 2019 State of Experiential Research Study by Agency EA, “92 percent of brand-side respondents believe integrating experiential marketing within the overall sales and marketing funnel is imperative to their success.” However, according to Eventbrite, “Nearly 60% of event creators aren’t using experiential marketing.” This is one number that is expected to change over the next year as the live event industry gets on track with the rest of the marketing world.

 

Superfly Bolsters Agency Offering After Selling Ramaining Stake in Bonnaroo

Superfly, the New York-based production company most commonly recognized as a founder of music and arts festivals including Bonnaroo in Tennessee and Outside Lands in San Francisco, has been slowly building out its marketing division since 2009. Increasingly, it counts that division, what it calls the services side of its business, as a full-fledged advertising agency that specializes in experiential—and it’s just made a major investment and two executive appointments to bolster its agency ambitions.

 

Twitter Gets People Talking Across Borders with 40 Worldwide #Tweetups

In its largest experiential marketing event so far, the company is inviting people into shipping containers to have a conversation with someone far away living a far different life from their own.  The activation, which runs from July 25 through Aug. 4, is part of a partnership with Shared_Studios, an organization on a mission to connect people through video. Each location will have translators on hand to help with language barriers and will also pair people up based on time zones. The 40 locations include Berlin; Nairobi, Kenya; Lagos, Nigeria; Chicago; Stockholm, Sweden; Paris; Tokyo; and New York. Twitter is also creating a pop-up in Lesbos, Greece, the focal point of the ongoing Syrian refugee crisis.

 

Cracker Barrel invests in experiential ‘eatertainment’ concept

Cracker Barrel Old Country Store Inc. is investing up to $140 million to acquire an initial non-controlling stake in Denver-based Punch Bowl Social.  Cracker Barrel and Punch Bowl Social are both highly experiential brands that emphasize quality food and beverage, hospitality and fun. We love what Punch Bowl Social has built and are excited about helping them continue to grow" said Sandy Cochran, CEO of Cracker Barrel.

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