BENEFIT TRAIN, TREAT BARS & THEATRE
BENEFIT’S TREATMENTS TRAIN
Benefit Cosmetics is setting up a pink train carriage at King’s Cross station to give commuters an opportunity to “transition into Christmas”.
Customers will be able to book different treatments with all proceeds going towards Benefit’s charity partners Refuge and Look Good Feel Better.
Forget the sad mulled wine parties of your Christmas past. Time Out is throwing its very own festival, Hotboozapalooza. Bringing together hot drinks, hot tunes and a hot winter vibe, the event is taking place at Night Tales in Hackney.
BAILEYS TREAT BAR
Nothing says Christmas quite like a glass of Baileys. The delicious Irish cream liqueur ‘Treat Bar’ pop-up will be running in Covent Garden, London and YuleYard, Dublin this festive season.
You’ll be able to sample and create your own Baileys drinks with fun and playful toppings like gingerbread men, edible glitter and honeycomb – get creative! Now, who’s for a Baileys?
FANCY SOME TV IN THE REAL WORLD?
The Peaky Blinders Ball and an interactive Great Gatsby play is coming to Dublin.
Dust off your dancing shoes for a good cause. The Peaky Blinders Ball takes place in Sam’s Bar on January 25th with all proceeds going to Temple Street Children’s Hospital. For more info click here.
Or travel back in time to the 1920’s with The Great Gatsby immersive theatre experience at The Gate. Each performance last year was a sell out, so get your tickets fast. Find out more here.
2018 – THE YEAR OF THE EXPERIENTIAL STORES
While 2018 may be remembered for yet another year of high-street struggles, with old favourites including Toys R Us and Mothercare closing outlets and laying off staff, a more positive development has been the continued rise of the experience store. With retailers developing new formats and technologies to encourage consumers to spend longer exploring their stores and win a new fanbase.
This approach has seen some of the biggest brands including Samsung, Nike and Tiffany & CO building always on experiential activity in an owned brand space. As well as pop-up trials from the likes of Amazon and Doc Martin.
The latest brand to join this growing trend is Microsoft who will launch their Experience store on Regent street London, following on from the success of their Flagship store in New York. As well as Google’s ‘Curiosity Rooms’ dubbed Pixeldilly Circus (also on Regent Street).
For more info on some of the best experience stores of 18 click here.
GOOGLE DIGITAL GARAGE TOUR
Google is touring London with its “Digital Garage” bus. The activation allows people to hop onto the vehicle for the chance to learn a range of digital skills from experts. Topics include digital marketing, social media strategy, CV building and stay safe online; visitors can also attend a one-to-one mentoring session to grow their online presence.
NESCAFÉ COFFEE SHOP CHAUFFEUR
Nescafé launched a campaign that targets students on their way to college. The simple design meant that Nescafe didn’t have to wait around for people to call in, it was nimble, fun and attention grabbing.
WORD OF THE WEEK
Conscious investors – people who invest in brands but with ESG (environmental and social good), being prioritised over profit. However, in a world of conscious consumers brands who invest in the environment and society almost always see financial success as a result of conscious investing.
For example, adidas using Parley for the oceans in their shoes has helped boost sales and brand image. Savvy consumers are aware of how brands operate and make choices based on a number of factors.
By investing in ESG brands are able to create lasting brand advocates, who are able to enjoy the products they love whilst having the smug satisfaction that by purchasing that product they have contributed to some good being done in the world.