Brand Tracker

Welcome to the automated Brand Tracker diaries.

United States

Vice City in the Sky of Miami: the GTA VI Campaign that Confirms the Boom of Experiential Activations

Brand: GTA VI

Campaign: Vice City Experience

Source: https://infonegocios.biz/infomiami/vice-city-en-el-cielo-de-miami-la-campana-de-gta-vi-que-confirma-el-boom-de-las-activaciones-experienciales-2

Goal: Connect digital products with large real-world audiences

Summary: The 'Vice City' phenomenon featuring experiential dynamics is a total success, effectively linking intangible products and large digital products with massive audiences in both the real and digital worlds.

United Arab Emirates

Ounass expands into physical retail activations with Stage

Brand: Ounass

Campaign: Ounass Stage

Source: https://communicateonline.me/news/ounass-expands-into-physical-retail-activations-with-stage/

Goal: To provide a physical retail activation platform for brands

Claim: An expression of luxury through immersive activations

Summary: Ounass, a luxury e-commerce platform based in Dubai, has launched 'Ounass Stage,' a physical retail activation concept that allows brands to host temporary takeovers and installations. The concept kicked off with a six-month activation by Aimé Leon Dore, featuring a retail space and cultural showcase designed to reflect the brand's flagship stores in New York and London. The initiative enhances Ounass's digital model by integrating physical experiences.

Dubai experiential marketing luxury retail Ounass Stage

Yellow Fish leaders launch integrated offering The Curiosity Collective

Brand: Yellow Fish

Campaign: The Curiosity Collective

Source: https://www.campaignlive.co.uk/article/yellow-fish-leaders-launch-integrated-offering-the-curiosity-collective/4f8dzmbhvzppfs641ywsxfqacs

Goal: To launch an integrated offering for experiential marketing.

Summary: The Curiosity Collective, an integrated offering, has been launched by Yellow Fish, in collaboration with the experiential agency Untold.

advertising experiential marketing

Sweden

TUI Creates Thailand in Stockholm with Outdoor Campaign

Brand: TUI

Campaign: Experience Thailand with TUI

Source: https://www.resume.se/marknadsforing/kampanj/resebyran-gor-thailandtown-i-centrala-stockholm/

Goal: To create an immersive experience that engages the senses and promotes travel to Thailand.

Media: Outdoor advertising, social media

Summary: TUI has launched an outdoor campaign titled 'Experience Thailand with TUI' in Stockholm, transforming the area around Stureplan and Engelbrektsplan into a miniature Thailand with facade projections, palm trees, music, and food. The activation aims to create a memorable relationship between the destination and the brand, encouraging engagement through both physical and digital channels.

experiential marketing Outdoor campaign travel

Japan

The World Can Be a Game: Exploring KAYAC’s ‘Peeking into the Playbook’ Part 3

Brand: Kayac

Campaign: Omori Break School

Source: https://www.advertimes.com/20260909/article556939/

Goal: Encourage participation in water gate inspections through engaging experiences

Media: App, Event Experience

Summary: KAYAC's Omori Break School is launching again, allowing participants to explore advertising, design, and local revitalization through hands-on experience with the company's creators. They also highlight projects like the 'Water Gate Aquarium' app designed to engage the public in water gate inspections and a card game for JTEKT that combines technologies to convey solving social issues.

community engagement experiential marketing

Japan

L’Occitane Shibuya Flagship Store Completely Transformed into Popup – Over 60% of Visitors are Young People

Brand: L’Occitane

Campaign: 50th Anniversary Experience Event

Source: https://www.advertimes.com/20260909/article556925/

Goal: Increase brand awareness among existing customers and younger demographics

Summary: L'Occitane Japan held a four-day experiential event to celebrate its 50th anniversary, transforming its flagship store into an immersive event space aimed at deepening brand understanding among existing customers and younger audiences while expanding the store's recognition.

brand awareness experiential marketing sustainability

The Interrail Effect Puts Travel Ahead of Destination

Brand: Interrail

Campaign: The Interrail Effect

Source: https://www.media-marketing.com/vijesti/the-interrail-effect-stavlja-samo-putovanje-ispred-destinacije/

Goal: To shift focus from destinations to the impact of traveling itself

Claim: Travel changes the way we see the world

Media: Short films and social media content

Summary: Interrail B.V. has unified its brand identity by transitioning from Eurail to Interrail, focusing on the essence of the travel experience rather than just destinations. The campaign 'The Interrail Effect' emphasizes the transformative power of journeys, showcasing travelers’ personal stories and interactions through content created by diverse creators during a summer train journey across Europe. This is a strategic shift towards valuing experiences over lists of sights, positioning the brand for future campaigns and community initiatives.

brand identity experiential marketing travel

Japan

Why Do Companies Use ‘Horror’? The ‘Darkness’ Behind the ‘Memory Pollution Exhibition’

Brand: Ryukakusan

Campaign: Memory Pollution Exhibition

Source: https://www.advertimes.com/20260904/article556634/

Goal: To attract visitors to a horror-themed exhibition

Summary: The agency Yami is organizing an experiential horror exhibition titled 'Memory Pollution Exhibition' at BEAM Gallery in Shibuya, Tokyo, questioning the reliability of memory through themes like the Mandela Effect and AI hallucinations. The exhibition, which runs until September 6, has seen approximately 30,000 visitors since its opening on August 2, with a goal of 50,000. Yami is also involved in various other horror-related events for commercial facilities, reflecting a growing trend in utilizing horror for attraction.

experiential marketing horror exhibition

Japan

From ‘Selling’ to ‘Connecting’: The Success Behind the Brand Experience of the Real Store ‘my Yukimi Daifuku’

Brand: Lotte

Campaign: my Yukimi Daifuku

Source: https://www.advertimes.com/20260901/article555173/

Goal: To reconnect the younger generation with the Yukimi Daifuku brand through a unique experiential cafe.

Media: Social Media, In-person event

Summary: Lotte opened a limited-time experiential cafe 'my Yukimi Daifuku' in Nakameguro, Tokyo, celebrating the 45th anniversary of their popular ice cream product. With 648 customization options and vibrant social media buzz, the cafe aims to engage younger audiences and reaffirm the brand's appeal. The design avoids strong corporate branding to create an inviting atmosphere for younger customers. Feedback indicates a successful reconnection with the brand's essence and taste.

brand engagement experiential marketing ice cream

Czech Republic

How I Stepped into a Tub of Ice Water: Garmin Launched fēnix 9 Through Experience and Challenge

Brand: Garmin

Campaign: The Journey of the Ninth Sense

Source: https://www.mam.cz/novinky/zadavatele-a-znacky/sport/2026-08/garmin-predstavil-novou-generaci-hodinek-fenix-9-pres-zazitek/

Goal: To promote the new fēnix 9 watches through an experiential challenge

Claim: fēnix 9 as your ninth sense

Media: Instagram Stories

Summary: Garmin launched its new fēnix 9 watches through an experiential campaign titled 'The Journey of the Ninth Sense,' which combines performance, recovery, and data. As part of the launch, guests participated in physical challenges emphasizing cold exposure and maximum intensity workouts. The campaign aims to engage a broader audience by allowing participation without needing to own Garmin products.

experiential marketing fēnix 9 fitness challenge Garmin

Middle East

Empire Entertainment transforms Spider-Man: Brand New Day into a cultural moment

Brand: Sony Pictures

Campaign: Spider-Man: Brand New Day

Source: https://campaignme.com/how-empire-entertainment-transformed-spider-man-brand-new-day-into-a-cultural-moment/

Goal: Create a cultural moment around the film's release

Media: traditional media, digital media, social media, out-of-home marketing, CTV

Summary: Empire Entertainment transformed the release of 'Spider-Man: Brand New Day' into a significant cultural moment by engaging audiences across the Middle East with a tailored marketing campaign. This included a mix of traditional and digital media, experiential activations, and high-impact out-of-home marketing, contributing to record-breaking box office results.

Box Office Success Cultural Engagement experiential marketing Film Marketing

Global

The ‘Sauce Stop’ of McDonald’s: How to Turn a Condiment into the Smartest Retail (Pop-Up) Strategy of the Year

Brand: McDonald’s

Campaign: Sauce Stop

Source: https://infonegocios.biz/infomiami/el-sauce-stop-de-mcdonald-s-como-convertir-un-condimento-en-la-estrategia-de-retail-pop-up-mas-inteligente-del-ano-2

Goal: Transform a condiment into an experiential retail event

Claim: Selling authorship, not just sauce

Media: Social media, pop-up event

Summary: McDonald's launched the 'Sauce Stop' pop-up, a marketing activation that elevated a simple dip into a fully interactive experience, combining physical and digital engagement. Through a voting system allowing customers to co-create their dip combinations, the campaign generated significant media coverage and social media engagement, illustrating the power of experiential retail.

experiential marketing phygital retail

United States

Why FX gave an iconic mall an ‘80s makeover to promote ‘The Shards’

Brand: FX

Campaign: The Shards Experience

Source: https://www.marketingdive.com/news/why-fx-gave-an-iconic-mall-an-80s-makeover-to-promote-the-shards/826299/

Goal: Promote the series 'The Shards' and engage with Gen Z consumers

Media: Experiential activation, social media

Summary: FX is hosting an experiential activation at the Sherman Oaks Galleria to promote the series 'The Shards'. This event recreates an 80's mall atmosphere, featuring interactive experiences and collaborations with brands like Maybelline and Licorice Pizza, aimed at reviving nostalgia among Gen Z consumers. It includes activities like vinyl listening stations, makeup consultations, and arcade games.

experiential marketing Gen Z Interactive experiences nostalgia

Italy

Coca-Cola Opens a Beach in Milan. Bombrini: ‘We Want People to Live the Brand’

Brand: Coca-Cola

Campaign: Lido Coca-Cola

Source: https://brand-news.it/brand/alimentari/beverage/coca-cola-apre-un-lido-a-milano-spinge-sulle-esperienze-e-si-prepara-ai-100-anni-in-italia-nel-2027-bombrini-vogliamo-far-vivere-il-brand-alle-persone/

Goal: To create immersive experiences that strengthen the bond between the brand and consumers

Claim: We want people to live the brand

Media: Live experiences, social media

Summary: Coca-Cola launches a new brand identity through the Lido Coca-Cola event at the Biblioteca degli Alberi in Milan, focusing on immersive experiences to connect with consumers. The activation showcases the brand's redesigned visual elements while celebrating summer and social interactions, highlighting a shift in marketing towards experiential storytelling.

brand identity experiential marketing immersive experience

Ireland

FUEL Launches ‘Commotion’ to Help Brands Build Long-Term Movements

Brand: FUEL

Campaign: Commotion

Source: https://www.adworld.ie/2026/07/17/fuel-launches-commotion-to-help-brands-build-long-term-movements/

Goal: Help brands turn individual experiences into long-term movements

Summary: FUEL, an experiential and events business based in Dublin, has launched 'Commotion', a strategic framework aimed at assisting brands in transforming individual experiences and campaigns into sustained movements. The five-stage approach promotes participation, community building, and measurable value beyond initial events. This launch is a response to market changes and the increasing need for brands to showcase the commercial impact of experiential marketing.

community building event strategy experiential marketing