# Uplifting Donut Pop-Ups E.on's 'Shot of Summer' Pop-Up Provides Cheer in the Dark Days of Fall By Laura McQuarrie | Published 2017-11-17 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/shot-of-summer References: [timeout](https://www.timeout.com/london/blog/eat-free-doughnuts-in-a-giant-doughnut-shaped-bubble-111617) & [eonenergy](https://www.eonenergy.com/blog/2017/november/beat-the-winter-blues) Electric utility service provider E.ON will soon be launching a pop-up in London that will provide those in the city with a 'Shot of Summer' to brighten the dark, dreary days of autumn. Over the course of the three-day pop-up, visitors will have the chance to enter a large-scale donut-shaped structure and lift their spirits with a [free donut](https://www.trendhunter.com/trends/summer-donut) supplied by [Crosstown](https://www.trendhunter.com/trends/rainbow-doughnut-for-pride). Inside the donut, temperatures will reach about 20 degrees, making it a cozy place to warm up and stretch out comfortably on a deck chair. To further simulate the easygoing and relaxed atmosphere of summer, E.ON will also have selfie booths, table tennis and mini golf stations on site. At the uplifting summer-inspired pop-up, visitors will also have the chance to meet Gabby Allen from Love Island, who is the brand ambassador for E.ON. ## Trend Insights (Trend Hunter) - Score: 3.2/10 - Popularity: 32% | Activity: 57% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Publicity Stunts](https://www.trendhunter.com/publicitystunts) ## Key Themes ### What's Driving This Trend - **Seasonal Pop-ups:** Exploring the trend of temporary, seasonal pop-up experiences that provide a unique and uplifting escape from everyday life. - **Temperature-controlled Environments:** Examining the trend of creating immersive experiences through the use of temperature-controlled environments, offering visitors a comfortable and rejuvenating escape. - **Branded Entertainment:** Highlighting the trend of partnering with brand ambassadors and influencers to create engaging and memorable experiences, connecting with target audiences in a meaningful way. ### Who This Affects Most - **Hospitality & Events:** Identifying opportunities for the hospitality and events industry to create unique and engaging pop-up experiences that draw in customers and create buzz. - **Utilities:** Spotting opportunities for utility service providers to reimagine their brand image and engage with customers through immersive pop-up experiences that showcase their offerings in a fun and memorable way. - **Entertainment & Marketing:** Exploring the potential for entertainment and marketing industries to collaborate and create experiential events that combine branded entertainment with interactive experiences, generating excitement and brand loyalty. ## Related on Trend Hunter - [Mood-Boosting Cafe Pop-Ups](https://www.trendhunter.com/trends/skittles-house-of-joy.md) - [Interactive Illustrative Refreshment Pop-Ups](https://www.trendhunter.com/trends/a-touch-of-colour-popup.md) - [Boozy Ice Cream Pop-Ups](https://www.trendhunter.com/trends/ice-cream-pop-up.md) - [QSR Summer Pop-Ups](https://www.trendhunter.com/trends/mcdonalds-mexico.md) - [Festive Airport Pop-Ups](https://www.trendhunter.com/trends/club-holiday-popup.md) - [Colorful Sampling Windows](https://www.trendhunter.com/trends/pink-refresh-window.md) - [Icy Branded Soda Experiences](https://www.trendhunter.com/trends/pepsi-put-it-on-ice-bar.md) - [Seasonal Summer Donut Flavors](https://www.trendhunter.com/trends/summer-donut.md) - [Cool-Off Supermarket Aisles](https://www.trendhunter.com/trends/chill-out-zone.md)