Grown-Up Playtime

Brands delight consumers with activations that recall childhood

Implications -In a time marked by overworked consumers turning to technology for stress management, brands are ingratiating themselves to consumers through play-driven events that provide a temporary moment of relief. A natural convergence of the so-called "kidification of adults" and the shift toward experiential marketing, such events engage consumers by appealing to their inner child and empowering them with a moment to "unplug." This progression demonstrates the power of youth marketing in appealing to older generations, as well as indicates the desire to stay youthful among boomers and Gen X.
SCORE: 6.5
Hot Top 4 Examples: 59,372 Total Clicks Jul 15 - Feb 16
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Consumer Insight Topics: MarketingBusinessInteractiveRetail
Urban Water Slide Events - Lipton Ice Tea Recently Created a 100-Meter-Long 'Rise & Slide'
SCORE: 7.4
V. Hot 37,423 Clicks Pub: Jul 9, 15
Urban Water Slide Events
Lipton Ice Tea Recently Created a 100-Meter-Long 'Rise & Slide'
A recent activation in London saw a 100-meter Lipton Ice Tea-branded slip and slide that delighted commuters on their way into work. The summer-themed event took place from dawn until dusk and... [More]
Giant Outdoor Ball Pits - This Ball Pool Was Part of a Promotional Event for a New IKEA Store
SCORE: 6.8
V. Hot 13,863 Clicks Pub: Jul 23, 15
Giant Outdoor Ball Pits
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To celebrate the opening of its new store in Mulhouse, France, IKEA constructed a giant ball pool in the town square. The popular furniture company is well-known for its interactive events, which it... [More]
Rainbow-Colored Commuter Slides - Oreo's WONDERFILLED Campaign Brought Colorful Slides to London
SCORE: 5
Warm 4,753 Clicks Pub: Oct 10, 15
Rainbow-Colored Commuter Slides
Oreo's WONDERFILLED Campaign Brought Colorful Slides to London
Part of the larger WONDERFILLED campaign by Oreo, a series of rainbow-colored slides are making their way across the United Kingdom to the delight of commuters. The colorful promotional event helped... [More]
Gamified Pop-Up Eateries - The 'Meal of Fortune' Pop-Up is Part Restaurant and Part Arcade
SCORE: 5.4
Warm 3,333 Clicks Pub: Feb 29, 16
Gamified Pop-Up Eateries
The 'Meal of Fortune' Pop-Up is Part Restaurant and Part Arcade
‘Meal of Fortune’ is unique dining experience that was recently held by ‘Mouth Arcade’ and ‘Theory Kitchen.’ While many restaurants have been experimenting with... [More]
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