Jeep
Jeep is continuing its tie-in with the forthcoming Batman v Superman: Dawn of Justice movie with a live event that will take place from 29 March to 3 April on ex-Ministry of Defence land in Bicester, Oxfordshire.
Those who take part in the brand’s interactive online Battle of the Renegades experience will have the chance to attend the 1,000-person event, in which they will drive a Jeep Renegade over obstacles such as a high bridge and see-saw. A disused aircraft hangar will part-house the experience.
Rachel Bateman, head of live engagement at Initials, which is executing the event said: "It has been an exciting campaign combining an interactive digital platform with the live experience environment. This will be the culmination where guests will be able to test out the Renegade’s true form a cool environment. The aircraft hangar provides a perfect backdrop for the event and is in keeping with the movie." (158)
A World of Gin
Garnish Communications is set to launch its year-long event series, A World of Gin, on 1 April, which has so far secured brands such as Mason’s Yorkshire Gin, Shetland Reel Gin, Elephant Gin and Hayman’s Gin.
Confirmed events include Gin: The Movie – a 4D tasting experience that is to descend on independent cinemas across the country, a national gin cocktail competition, gin pop-ups and tasting events. There are also plans to crowd-fund £50,000 to launch the world’s largest gin-only bar, which is expected to travel to 10 countries in 2017.
Nik Koster, director at Garnish Communications said: "We’ve found that collaborative campaigns have proved the most successful, because we can make everything interesting and exciting for our audience.
"We predict that 2016 will be the peak year for gin, with the highest number of brands ever available in the UK market."
ITV
ITV is to host experiential preview screenings of its new family drama The Durrells, following the success of its immersive Jekyll and Hyde events last October. Six showings of the programme will take place across 1 and 2 April at The Lookout in London’s Hyde Park.
The events aim to transport guests to the 1930s Corfu or author and environmentalist Gerald Durrell, where the series is set. Guests will be given a map on arrival to discover a range of activities and photo opportunities hidden around the space, while food served by Creativevents will be inspired by Grek tavernas. Event Concept has been enlisted to handle the production side of the experience.
Sarah Tobias, head of marketing and media, ABC1s at ITV, said: "The Durrells is such a lovely series and, as with Jekyll and Hyde, we felt it had so much scope to be translated into themed screenings. We love getting to work so closely with our brilliant events team on making these happen.
"Taking the best of ITV drama out to viewers by bringing the content to life in such an imaginative and fun way is a great way to reach new audiences too."
My Little Pony
Hasbro brand My Little Pony is planning to bring the children’s toy franchise to life with its The My Little Pony Friendship Tour, which kicked off on 24 March at St David’s shopping centre in Cardiff.
It will also be popping up at events such as family festival Geronimo in May and Bristol Balloon Fiesta in August.
The experience will include a pink double-decker bus housing Equestria, the magical world of ponies. Children will be able to play with the latest toys, watch episodes of the TV show and enjoy My Little Pony experiences, including makeovers and pony selfies.
Lynsey Horsfield, account director at agency Sense, which is running the campaign, said: "The Friendship Tour is a brilliant way for children to immerse themselves in the world of My Little Pony through a fun and exciting experience."
Tate & Lyle
Tate & Lyle Sugars is to activate at this year’s London Coffee Festival (7-10 April) with its immersive flavour stations. The experience will allow consumers to try its new flavours of coffee syrup, including the salted caramel and spiced caramel varieties, through the science of ‘taste modulation’.
Devised with Slice, the installation aims to make sure guests focus on the personality of each taste through a multisensory experience. Each booth comprises headphones as well as a machine that lets guests sample the flavours as an inhalable vapour.
The brand hopes the activation will provoke consumers’ senses to ensure they leave ‘emotionally charged’ and ready to share.
Daniel Smith, marketing executive at Tate & Lyle Sugars, said: "We needed to bring to life the indulgent personality of our syrups in a way that goes above and beyond the traditional sampling campaign."
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