The year featured a wealth of events and experiences to celebrate the centenary of the start of the First World War. One of the main events was a nationwide blackout in August, organised by The Department of Culture.
Communities throughout the UK were encouraged to turn off their lights at 11pm on 4 August to memorialise the day war was officially declared. A candlelit vigil at Westminster Abbey took place at the same time.
Other events marking the WW1 centenary included , featuring giant marionettes which explored the city and told the story of how Britain prepared for war, and featuring a regiment of historians re-enacting the journey of soldiers arriving at the station.
Other WW1 centenary events
Football fever certainly hit the UK this summer, and brand activations were in abundance as a result. Beauty brand Benefit cottoned on to the fact that women needed a dedicated haven to celebrate (and escape) Rio 2014 Fifa World Cup, and created the Gabbi’s Head pop-up in London.
PR agency Devries Slam and creative production company The Persuaders worked collaboratively on the pop-up pub, which hosted karaoke nights, wine tasting sessions, bingo and poker nights, live comedy, pub games and film screenings. A number of themed nights around a series of other high-profile events, including Wimbledon, Ascot and Independence Day, also took place in Gabbi’s Head.
Other Fifa World Cup 2014 activations
There’s no doubt that the pop-up culture has flourished in the last 12 months, and pop-up entrepreneur Jimmy Garcia epitomised this with his winter-themed concept in south London. The Lodge, once an empty unit on Hildreth Street, was transformed into an alpine destination.
Garcia and his team served up fondues, hot cocktails and wild game, and set designer Firecracker Works transformed the space into the wintery lodge, which will involve a four-day build.
Popular pop-up stories from 2014
Experiential was the number one tool of choice for many brands in 2014 that were looking to promote new film releases. This was very much the case for Entertainment One as it created a live experience at the Odeon cinema in Leicester Square, London, in March to promote the launch of sci-fi film Divergent.
The red-carpet location was transformed into the film’s dystopian setting, and fans were invited to take part in ‘initiation tests’ and ‘dauntless training’, similar to what Divergent’s protagonist Tris Prior does in the film.
Most-read, film-themed experiences from 2014
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Another momentous event of 2014 was the Glasgow 2014 Commonwealth Games, and brands from around the globe made the most of the opportunity to activate their latest marketing campaigns to local residents and visitors of the international sporting competition.
Scottish drinks brand Irn-Bru opened a pop-up shop in Merchant City, Glasgow, in celebration of its parent company AG Barr's sponsorship of the Games. The Bru Store was constructed using shipping containers, and a range of limited branded merchandise, including key rings, pyjamas, hoodies and onesies were on offer for shoppers to purchase.
Some of the most-read brand activations from the Glasgow 2014 Commonwealth Games
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It’s no doubt that the drink brand’s ‘Holidays are coming’ campaign has now become an iconic part of Christmas advertising, and this year’s activity was no exception. This month, Coca-Cola brought to life its Christmas truck in a nationwide 45-location tour featuring a winter wonderland-themed live experience.
Fans had the opportunity to take part in a unique event by getting up close and personal to the famous vehicle. On each stop, people had the chance to take pictures with the truck while enjoying a snowy setting, a bottle of Coca-Cola or Diet Coke and a choir singing Christmas hits.
Coca-Cola brand experiences from 2014
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The cinematic event organiser has had its ups and downs during 2014, but no matter what hiccups occurred with its Back to the Future experience in the summer, the event was a highlight of the experiential marketing calendar.
Secret Cinema Presents created a series of pop-up stores, dubbed the Hill Valley Stores, to give its fans a taster of the main experience beforehand. Located on Hackney Road in London, the temporary outlets centred on the film's 1950s theme.
Two stores were transformed into Lou's Cafe, beauty parlour Elite Salon, Roy's Records, Ruth's Frock Shop and the Hill Valley post office. Guests were also able to interact with actors, who emulated a number of the film's characters including George McFly, bully Biff Tannen and Goldie Wilson.
More stories on Secret Cinema's 2014 experiences
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