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
This Year and Warm Top 6 Examples: 69,036 Total Clicks Mar 15 - Feb 16
Popularity
Activity
Freshness
DEMOGRAPHICS
Urban Water Slide Events - Lipton Ice Tea Recently Created a 100-Meter-Long 'Rise & Slide'
SCORE: 7.5
V. Hot 32,014 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: 6.9
V. Hot 12,812 Clicks Pub: Jul 23, 15
Giant Outdoor Ball Pits
This Ball Pool Was Part of a Promotional Event for a New IKEA Store
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]
Abstract Retail Interiors - The adidas Originals Seoul Store Celebrates the 50 Colorway Superstar
SCORE: 4.6
Warm 6,538 Clicks Pub: Mar 30, 15
Abstract Retail Interiors
The adidas Originals Seoul Store Celebrates the 50 Colorway Superstar
The adidas Originals Seoul store is currently featuring a dazzling crowdsourced interior design to mark the collaborative release between the brand and musician Pharrell Williams. Marking the... [More]
Retro Multi-Sensory Soda Events - Coca-Cola Hosted a Memorable #TastetheFeeling Event in Toronto
SCORE: 6.6
This Year and Warm 3,705 Clicks Pub: Feb 25, 16
Retro Multi-Sensory Soda Events
Coca-Cola Hosted a Memorable #TastetheFeeling Event in Toronto
This retro-inspired soda event brought to life the iconic imagery of the Coca-Cola brand and highlighted some of their most memorable milestones. Part of the brand’s international #... [More]
Airport Croquet Experiences - The Pimm's #CrazyCroquet Course is Located in Heathrow's Terminal 2
SCORE: 5.1
Warm 9,823 Clicks Pub: Jul 10, 15
Airport Croquet Experiences
The Pimm's #CrazyCroquet Course is Located in Heathrow's Terminal 2
Situated inside London’s Heathrow Airport, this playful Pimm’s activation aims to revive the enthusiasm around the traditional English sport. A fun collaboration between Heathrow and Pimm&... [More]
Rainbow-Colored Commuter Slides - Oreo's WONDERFILLED Campaign Brought Colorful Slides to London
SCORE: 5.1
Warm 4,144 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]
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