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Nike shoppers can now test-run sneakers on a treadmill hooked up to a video game

When you’re running on a treadmill like a compulsive little hamster, or just going about your daily business, you may imagine yourself as the star of your own modern Super Mario-style video game, bounding across a brightly colored screen and leaping dexterously over obstacles to rack up points.
But lucky folks in China have the chance to be just that, thanks to a delightful little stunt from Nike and Wieden + Kennedy Shanghai.
To highlight the characteristics of the shoe maker’s new “Epic React” model—which contains technology the brand describes as bouncy, soft, light and durable—the agency set up a rig that let consumers test drive the shoes with a special video game called “Reactland.”
In the case study video, players arrive at the glowing venue, lace up a pair of sneakers and step in front of a camera to create a digitized avatar. Then, they hop on a treadmill in front of a giant screen and jog away, leading a pixelated version of themselves across a variety of landscapes from around the world—over city rooftops, through forests and deserts, past dancing giant pandas and the Great Sphinx of Giza.
A handheld trigger controller lets them jump the their characters onto springboards and over planes, presumably to further reinforce the bounciness of the shoe (without the safety and liability implications of asking people to actually jump while on a treadmill).



In all, it’s a fun, interactive and memorable way to demonstrate the product, and a great on-brand twist on the 8-bit-runner marketing category. Naturally, participants get a 10-second video of their gameplay so they can share it on social media. The game is available for visitors to try in select stores in Shanghai, Beijing, Guangzhou and Chengdu.
It’s also consistent with Nike’s general efforts in recent years to gameify even solo sports like running through its app ecosystem, though taken to its extreme, that could start to look uncomfortably like Black Mirror.
In a broader sense, that theme—running as a form of play—might’ve started even earlier, with a famous TV ad back around 2002.

Via: AdWeek

Cadbury’s Eggperiential Hunt hits Dublin

Cadbury’s Eggperiential Hunt hits Dundrum
With the hunt for the white crème eggs really heating up and everyone scrambling to find one, Cadbury surprised the unsuspecting shoppers of Dundrum, Dublin with the opportunity to find the elusive eggs.
On Saturday 3rd February, four hunts took place over the course of the day with each hunt resulting in one lucky hunter winning €1,000.
A total domination of the dPod located outside the Schuh store in Dundrum Town Centre was used to build awareness of the hunt, indicate the start times and more importantly provide a map of the centre with the location of the white creme egg being revealed. Promo staff were on hand at the dPod and the 4 hidden locations where the much sought after white Crème eggs were located.
The activation married the Mall Digital OOH format and experiential activity as the dPod acted as the facilitator and focus of the hunt. The activation was a great success with hunters gathering around the dPod for the eggs’ locations and taking off as soon as they were revealed.
The innovation team at PML Group’s (Posterscope’s Irish office) were hugely excited to be involved in creating the egg hunt in partnership with Carat and Mondeléz while our in-house creative team, Design +, animated the digital creative for the hunt.
Their iQ research intelligence shows that 68% of respondents agree that experiential activations allows a brand to create a real-life connection with its consumers.
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Laser activation allows X-Files fans to invite aliens to Earth

Promoting the global return of the cult series ‘The X-Files’, an outdoor & digital activation was set in motion from January 10th to the 13th allowing fans who, just like agent Mulder, believe “the truth is out there” to send laser messages inviting aliens to visit the country. Taking in hands a new technology developed by Jack The Maker, the Portuguese audience was able to send their personal laser messages in a live experience that occupied an entire building in the heart of Lisbon, supported also by a website (https://hialiens.foxtv.pt/pt) where fans from all over the country could create their outputs and see them projected in ‘laser’, during the activation.
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Via: Ads of the World

Posterscope Belgium create pop-up store for Cubanisto

To promote the Cubanisto’s ’House of Mask’ parties everywhere in Belgium, AB Inbev, Vizeum, Isobar, Urban Media and Posterscope created a pop-up store during December in Brussel’s city center, with a custom-made branded storefront. People were invited to try out the new rum flavoured premium beer, inspired by the vibrant spirit of the Caribbean.
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EasyJet creates in-flight grottos with Captain Claus

EasyJet is launching in-flight grottos on more than 100 flights to give customers a festive surprise.

Santa Claus will meet children on the flight and hand out gifts.
The campaign is supported by an online film which captures reactions of passengers as Captain Claus appears from the cockpit.
The work has been created by VCCP and PR agency Taylor Herring.
Tina Milton, head of cabin crew at easyJet, said: “We fly millions of people home or on holiday over the Christmas period and we want to get the festive feeling started on board.
“We have hired the world’s most famous pilot to fly on over 100 selected flights and give over 20,000 passengers an incredible surprise.”

Via: Campaign Live

Burger King France gifts loyal customer his own restaurant

Sullyvan is one of Burger King France’s most loyal and socially active customers. He frequently visits the Burger King Bordeaux Mérignac outlet, and has posted the most comments on the brand’s Facebook page (637 so far).
To thank him, the brand decided to offer him the biggest gift they could imagine: his own Burger King restaurant. It took 35 workmen and more than one kilometre of material to wrap it in one night.
Inside the restaurant, which is entitled “Home of Sullyvan K.”, everything was changed. He has his own parking spot, his own golden tray, his own table and even his own Whopper packaging. More importantly, he now gets to eat for free at his Burger King for a whole year.
From 19 December, the individual who writes the most comments under Sullyvan’s video will win one year of free Burger King meals. The stunt has already proven popular; there were more than 40,000 comments a few hours after launching.
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Via: Marketing Week

Speeding train is turned into escape room experience for Murder on the Orient Express

Escape rooms have become old hat, but once in a while you see a spin on the approach that makes them worth mentioning again.
This is one. Inspired by the 20th Century Fox film Murder on the Orient Express, based on Agatha Christie’s classic novel, Finnish Railways tapped TBWA Helsinki to produce the longest escape room in the world.
Also … it moves.
The “Escape Train” will travel 1,000 kilometers (621 miles) over 13 hours. The plot follows thus: A mysterious death has occurred aboard the train. Which player can identify the killer among them?

“We are a partner of Nordisk Film, the distributor of the film in Finland, and we saw a unique opportunity here to utilize the partnership by bringing it to life,” explains marketing manager Outi Lahtinen of Finnish Railways.
It’s certainly more imaginative than that one time a company used its partnership with The Martian, also a Fox film, to sell potatoes. Though we admired the latter’s weirdness.
“Solving puzzles is an essential part of escape rooms, and that is why this seemed like a good fit,” Lahtinen goes on. “At the same time, this in an opportunity to delight movie buffs and escape room fans.”
The game was designed and built by InsideOut Escape Games, an escape room game pioneer in Finland. Challenges and puzzles will be movie-inspired, with two train carriages reserved exclusively for execution, but over a dozen cabins will be available for players to explore over its 13-hour run.
Online, people will also be able to watch the action as it happens.
“This is a rare opportunity to build a whole new type of game—it taking place on an actual train, with other passengers on board, adds a lot to the dynamics of an escape room experience,” says InsideOut’s Ágnes Kaszás. “To my knowledge, it is the longest-running game ever made, and we are very excited to be able to design it in the spirit of the new hit movie. It’s a dream come true, both for us and the players!”
Players will be recruited in an online promotion and will form two teams, each of which will be led by a celebrity captain, writer Katleena Kortesuo and actor Riku Nieminen.
The game kicks off Dec. 13—that’s tomorrow!—and will travel across the country, from Helsinki to Rovaniemi, the capital of Lapland.
Via: AdWeek

Banks's Beer transforms disused building into a giant advent calendar

Banks’s Beer, the Marston’s-owned brand, is turning a disused building into a giant Advent calendar.
Each of the 25 windows will feature Christmas-themed graffiti design and commentary, revealing “the things we’re all thinking, but don’t dare to say”.
“Tells Christmas like it is” will be in Wolverhampton, the home of Marston’s, and aims to engage a younger audience. It has been created by Martin Gillan at Big Al’s Creative Emporium.
Gaynor Green, marketing manager at Marston’s, said: “While Banks’s remains proud of its rich heritage, our focus has been to give the brand a new lease of life by appealing to a fresh audience.
“Throughout the past year, the ‘Tells it like it is’ campaign has gone from strength to strength in capturing the brand’s modern and ambitious stance, and this latest instalment takes the idea to new heights.”

Via: Campaign Live

Porsche surprised coffee drinkers at a cafe with something to really wake them up

Recently, a coffee shop in Carson, Calif., began offering customers a mysterious new beverage called E-Jolt, telling them it was so “incredibly powerful,” they’d have to sign a waiver before ordering.
“Waivers for coffee is the hip new thing,” explains a bearded hipster barista in the clip below.
Folks who put pen to paper were whisked outside to sample the product, and they were in for a wild ride. Their hearts raced and they sped around in circles, though this particular hidden-camera stunt wasn’t really selling coffee at all.

Who needs java to rev you up when you’ve got the 680-horsepower Porsche Panamera Turbo S E-Hybrid, which goes from 0 to 60 in 3.2 seconds? It leaves those Starbucks holiday cups in the dust!

Rides took place at the Porsche Experience Center, about two miles from the coffee shop, and the whole scenario was designed to “shake up perceptions of hybrid technology,” Marshall Ross, creative chief at Cramer-Krasselt, the agency behind the stunt, tells AdFreak.
“Hybrid engines are considered ‘good’ technology thanks to their ecological benefits,” Ross says, “but they’re not known for much else. No one thinks hybrids are fun or exhilarating. And those two notions are central to the Porsche brand. The way this car adds a mind-blowing element to what is normally a fairly dull driver experience made us think about what a jolt of caffeine does. It creates a buzz, opens your eyes, wakes you up.”
The cafe channels the vibe of old commercials set in fancy restaurants, where brands such as Folgers would secretly replace fresh-brewed coffee with instant. Here, Porsche adds a high-octane twist: “We’ve secretly replaced their coffee with a car,” Ross says.
C-K and Porsche have teamed up for inventive work before, including magazine ads featuring holograms and other novel technology. “Innovation is a core brand attribute we want to amplify in communications,” Ross says. “So, we’re always looking for ways to behave innovatively, rather than simply talk about innovations.”
For E-Jolt, the challenge was “to create a situation that would give people a smile because how we demonstrated the car felt fresh and surprising,” he says. “While the hologram may look more ‘techy,’ this was pretty technical from a camera point of view. This was true hidden-camera. The responses were real. There were a ton of cameras to hide to make this work.”
That realism factor actually made C-K “a little nervous” going into the two-day shoot, Ross says, because “the entire success of this project hinged on people taking the plunge,” and the team worried that the adrenalized sales pitch and waiver might dissuade too many folks from ordering. “But nearly everyone did [order an E-Jolt]. The only ones that didn’t either weren’t feeling well, or were creatures of habit.”
In fact, one guy “opted for a baby quiche instead of a ride in a 680-horsepower sports car,” Ross says. “Hope the quiche was good.”
Via: AdWeek 

Chick-fil-A's 'Rivalry Restaurant' brings together two rival teams for biggest game of the season

To unite a community entrenched in a 125-year-old football rivalry, Chick-fil-A introduced ‘Rivalry Restaurant,’ a one-of-a-kind modular restaurant experience. Carefully placed at the border of both West Point, Georgia and Lanett, Alabama, Georgia Bulldogs and Auburn Tigers fans gathered together to celebrate the ‘Deep South’s Oldest Rivalry’ game, and enjoy some Chick-fil-A.
To underscore the unique history and heritage of the rivalry, fans lined up separately on their respective sides of the state line. They met at the serving window to receive a meal of Chick-fil-A together, emphasizing the coming together of communities.
The restaurant exterior featured a custom mural celebrating the clash with illustrations of the beloved team mascots, Uga and Aubie. In addition to free Chick-fil-A food, the event featured entertainment, visits with former Auburn and Georgia players, and outdoor game viewing party.
The ‘Rivalry Restaurant’ launch was supported by posts to Twitter and Facebook, Instagram stories, and a Snapchat filter, and OOH was supported through a sign on state line teasing event to build excitement among local towns.
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Via: The Drum

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