Following the Extreme Croquet games it set up across the UK, Pimm's is now running the 'Pimm's Cider Cup' at The View from The Shard.
At "Europe's highest croquet lawn," members of the public are able to play games of croquet at a height that towers about 800 feet above the streets of London. On-site, players are able to get guidance from experts on how to best perform the sport. This unusual croquet game event was designed by Pimm's as a way to express that consumers should be open to exploring some of the quirks that make British summers so memorable.
The event's equipment was supplied by Jaques of London, which is perfect, since Joe Jaques notes: "This year marks 165 years since my great-great-grandfather invented croquet and – amazingly – 165 years since Pimm’s was first produced too."
Key Themes Behind This Trend
- Interactive Branded Events
- Companies can create engaging and unique experiences for consumers with interactive branded events such as croquet games that have never been tried before.
- Niche Sports Events
- Markets exist for niche sports like croquet, and companies can explore these under-served markets to capture a passionate fan base.
- Summer-themed Experiences
- As consumers look for summer-themed activities, companies can create branded experiences that embody summer adventure, nostalgia and care-free fun such as croquet games with a twist.
Where This Applies
- Event Planning and Management
- Event planners are needed to create and manage unique branded events that offer guests a one-of-a-kind experience like playing croquet at 800 feet above London.
- Sports Equipment Manufacturers
- Sports equipment manufacturers like Jaques of London can create and market sporting products that cater to the needs of niche sports like croquet.
- Alcohol and Beverage Brands
- Alcohol and beverage brands such as Pimm's can host themed events that showcase their products while providing a unique experience like the Pimm's Cider Cup croquet games at The Shard.
