Archive for October 2009

Gym chain LA Fitness tasked the British Synchronised Swimming Team to showcase a selection of daring dry land routines for commuters to promote the recent refurbishment of its London clubs.  The routines were performed on a specially created 3D illusion swimming pool.

Source: Event

Bassetts placed teams of dancing Brand Ambassadors in major London train stations this month as part of an experiential campaign to launch its new Soft and Chewy Energiser vitamin supplement. The Brand Ambassadors performed dance routines to music on mini-trampolines and handed out samples, branded Oyster card wallets and £1 money-off vouchers.

Source: Promotions and Incentives

Beverage Brands is promoting its WKD Iron Brew brand in pubs and bars with a ‘Play Your Cards Right’ style challenge, where drinkers can win £100 by correctly guessing a sequence of cards. In selected outlets, the ‘Brew or Bust Crew’ will also play the game with giant playing cards alongside WKD Iron Brew sampling.

Source: Sales Promotion

The Central Office of Information (COI) has launched a 10 week roadshow for the Department of Business Innovation & Skills (BIS), promoting the launch of its Pay & Work Rights Helpline 0800 917 2368.  The campaign is being run by brand experience agency BEcause.

A branded Piaggio coffee van is acting as the focal centrepiece of the activity, surrounded by a team of seven Brand Ambassadors.  Low paid members of the public, agricultural workers, and those out of work are able to chat to the team about their pay and work rights, and learn about further advice available via the helpline.   Phones and laptops are available for those wanting to access the services instantly, whilst Hypertag technology allows passers-by to download free VCal reminders to call the helpline.

The new campaign made its first appearance in Manchester and is visiting seven other major cities across the UK during a 40 day run.  The week before the arrival of the roadshow in each city, local community champions from BEcause are touring job centres, pubs, youth centres and community centres to pre-publicise the campaign and create local advocates.

BEcause’s latest campaign for the COI builds on previous roadshows for the government to promote the National Minimum Wage and Smoke Free London.

Sharon Richey, managing director of BEcause comments:

“This is another example of how live brand experience is increasingly being used as an educational tool by government departments to highlight new services in an engaging fashion.”

This is not the latest incarnation of the Dr Who booth, in case you were wondering, but in fact a designer event photobooth that has become a huge hit in Australia since its launch recently.

Produced by the cunningly named Photobooth Ltd,it is an inflatable design with an 11mp camera and options to both print images and upload them on to facebook or the partygoers social network of choice.

The success of this fancy (and also fun) bit of kit in Australia is proof of the power in linking peoples experiences at events and on night’s out to the web, and helping expand a brand experience beyond the moment itself. We can’t wait to see it over here for some of those possibly inebriated, possibly regrettable, but always amusing photo classics!

Thanks to TheCoolHunter for the heads up on this

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