Brand Tracker

Welcome to the automated Brand Tracker diaries.

Czech Republic

The First Table Broke the Boundaries. Prima Transformed the Premiere of the Third Season of Traitors into a Theatrical Experience

Brand: Prima

Campaign: Zrádci Season 3 Premiere

Source: https://www.mam.cz/novinky/online-a-social/2026-09/prvni-stul-zboril-hranice-prima-promenila-premieru-treti-rady-zradcu-v-divadelni-zazitek/

Goal: To create an immersive experience around the show's premiere

Claim: Strong brands create experiences around their content

Media: Television event, social media

Summary: Prima transformed the premiere of the third season of 'Zrádci' into an immersive theatrical experience, utilizing the Prague Congress Center and engaging influencers to enhance social media presence. The event showcased the show's blend of television and live performance, emphasizing the creation of a branded universe that encourages audience participation beyond just viewing.

Italy

Chilly transforms freshness into an immersive experience in Naples

Brand: Chilly

Campaign: Chilly Live Show

Source: https://brand-news.it/brand/persona/cura-persona/chilly-trasforma-la-freschezza-in-unesperienza-immersiva-a-napoli-firma-we-are-social/

Goal: To engage directly with women through an immersive experience

Claim: Stay in Chilly

Media: Digital billboards, social media (Instagram, TikTok, YouTube), metro advertising

Summary: Chilly launches its new product, Chilly Intimo Deo, with an immersive experience called 'Chilly Live Show' in Naples. The event transforms Piazza Dante into an urban stage featuring water games, lights, and projections. The campaign aims to create an experiential narrative around the product, involving influencers and promoting it through various media channels. The initiative signifies a new chapter for the brand, engaging directly with female audiences in a lively setting.

immersive experience product launch urban activation

Portugal

JCDecaux Made the Summer of 2026 a Stage for OOH Creativity

Brand: Vigor, Oreo, Pepsi, Oliveira da Serra, McDonald’s, Sagres, Lipton, Jaguar Land Rover

Campaign: Mergulho Perfeito, Strawberries ’N Cream, Squiz, World Menu Heist

Source: https://www.imagensdemarca.pt/artigo/jcdecaux-fez-do-verao-de-2026-um-palco-de-criatividade-ooh-eis-as-7-campanhas-que-nao-passaram-despercebidas/

Goal: To engage consumers through immersive and impactful experiences

Claim: Experience the perfect dip

Media: Out-Of-Home (OOH), mupis, large formats, digital screens

Summary: The summer of 2026 showcased numerous national and international brands leveraging JCDecaux's multi-environment and multi-format solutions for creative Out-Of-Home (OOH) campaigns that went beyond mere visibility. Key activations included Vigor and Oreo's 'Mergulho Perfeito' at major shopping centers, an immersive experience pairs with national mupis and special placements in Lisbon, highlighting the role of OOH in creating memorable brand interactions.

brand engagement immersive experience Out of Home summer campaign

Japan

Unable to Escape Matsuken: Hakkejima Transforms into an ‘Excessive Immersive’ Theme Park

Brand: Yokohama Hakkeijima Sea Paradise

Campaign: Matsuken Mami Mame Island Summer Offensive

Source: https://www.advertimes.com/20260811/article553118/

Goal: To provide an immersive entertainment experience centered around Matsuken

Claim: An excessive immersive entertainment space dominated by Matsuken

Summary: Yokohama Hakkeijima Sea Paradise is hosting a special event featuring actor Matsudaira Ken called 'Matsuken Mami Mame Island Summer Offensive' until August 31. Following a successful previous event, the park has expanded its attractions, including the Matsuken Train and new experiences like the Matsuken Cruise. The park aims to provide an overwhelming Matsuken-themed environment, ensuring visitors are immersed in this unique experience throughout their visit.

immersive experience Matsuken theme park

Mexico

Preview: Archer Troy and Sony Pictures Created the Spider Web Neighborhood

Brand: Sony Pictures

Campaign: El Barrio de la Telaraña

Source: https://www.adlatina.com/publicidad/preestreno-archer-troy-y-sony-pictures-crearon-el-barrio-de-la-telaraa

Goal: Create an immersive experience for fans

Media: Google Maps and local neighborhood engagement

Summary: The campaign to promote Spider-Man: Brand New Day transformed a neighborhood in Mexico into an immersive movie experience, with local businesses adopting names and graphics inspired by Spider-Man. This initiative invited fans to explore the streets while discovering references to the Marvel universe, strengthening the connection between the film and the Mexican audience.

immersive experience local businesses Marvel Spider-Man

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

United Kingdom

From Perfumery to Ice Cream Shop: Loewe’s New Activation Smells Like Pistachio

Brand: Loewe

Campaign: Loewe Ice Cream Bar

Source: https://www.imagensdemarca.pt/artigo/da-perfumaria-para-a-geladaria-a-nova-ativacao-da-loewe-cheira-a-pistacio/

Goal: To create an immersive experience that combines perfumery and gastronomy.

Summary: Spanish perfume brand Loewe has launched a unique activation for their new scented candle, Loewe Pistachio, by transforming an ice cream shop in London into an immersive pistachio-themed experience. The Loewe Ice Cream Bar, located at The Dreamery in Islington until July 30, offers visitors a specially created pistachio ice cream while the space is designed to evoke a blend of perfumery, gastronomy, and design. The initiative aims to connect the world of perfumery with physical and cultural experiences, enhancing consumer engagement beyond the point of sale.

culinary collaboration immersive experience scented candle