Event Marketer and MRD December 2022 - 21

TRENDS
to let their freak flags fly-and invite consumers
to do the same-will carry into
2023. And we're here for it. In the meantime,
steal some ideas from a collection of
2022's quirkiest brand experiences.
AUDIBLE
Audible teased its newest Audible Originals
Summer in Argyle murder comedy
podcast series at SXSW with a threecourse
hot dog-themed dinner for fans
hosted by the
series'
co-creators
and
co-writers, Nate Odenkirk and his father,
comedy writer, producer, actor and director
Bob Odenkirk. Inspired by the show's
murder mystery that takes place during an
annual hot dog eating contest in Argyle,
OH, the dinner offered fans and the press
a chance to meet Bob and Nate, enjoy live
jazz music and network. Greeting them at
the door was a 20-foot-tall statue of Bob as
his character in the series.
To boot, the event took place at a
restaurant that was transformed to look
like one of the show's popular small-town
destinations-the Department of Motor
Vehicles. And to generate even more buzz,
Audible brand ambassadors wheeled
around Austin with a branded hot dog
cart serving complimentary hot dogs with
promo cards to drive listenership. (Agency:
Civic Entertainment Group)
CAP'N CRUNCH
The floating event
trend evolved into
strange waters this year. That included
a campaign from Cap'n Crunch, which
launched the " Cap'n's Commute, " an activation
produced on a branded ferry, complete
with a ship mast featuring a giant
cereal bowl installation at the top, that
made stops at five commuter ports around
New York City.
The goal was to add a little pep to
commuters' step and liven up morning
routines
through engagements aboard
the vessel (which was inspired by Cap'n
Crunch's own S.S. Guppy), including
photo ops, a dj, games and plenty of Cap'n
Crunch products to fuel the day ahead.
Fans who couldn't get their float on in
person could enter to win a limited-edition
" Cap'n's Commuter Capsule " collection
developed in partnership with pop
artist Chad Cantcolor. (Agencies: Motive,
program; Pink Sparrow, build)
CHEETOS
After many years of unapologetically turning
consumers' hands orange, Cheetos
eventmarketer.com
At SXSW, FX's trippy pop-up café included a roaming, harness-clad Dalmatian figure that
had appeared in a teaser for season three of " Atlanta. "
eventually named the cheesy dust left on
one's fingertips after consuming its products:
Cheetle. And at SXSW, the substance
was fuel for an out-of-box experiential
program: the Hands-Free House. In true
Cheetos form, and with an appropriate
theme, the brand designed its activation
around the question, " Did Cheetle inspire
hands-free technology? " Pointing to items
like robotic vacuums and self-driving cars,
the brand ran with the idea that its fans
developed today's top tech to ensure they
could still complete daily tasks with Cheetle
on their fingers.
Each room in the house was curated
to showcase how technology can be used
to power activities that typically require
the use of your hands. Touchpoints on-site
included tech-enabled entry, smudge-free
TV remotes and voice-controlled experiences
activated with the help of Amazon's
Alexa. After touring the house, attendees
could head to the backyard for more
hands-free fun, from Cheetos-inspired
cuisine to a hands-free vending machine.
FANCY FEAST
How's this for a dining concept: an Italian
trattoria in Manhattan where people
eat meals inspired by cat food. Welcome
to Gatto Bianco by Fancy Feast, a popup
restaurant where the brand's in-house
chef, Amanda Hassner, and acclaimed
Italian restaurateur Cesare Casella, delivered
a human take on Fancy Feast Medleys
canned cat food recipes while paying
homage to Italian cuisine. What kind of
brand would propose eating like a feline,
you ask? It's all part of Fancy Feast's mission
to show pet parents the TLC that
goes into formulating its " gourmet " recipes
for cats. The complimentary, limited-capacity
experience even included a
special appearance by the Fancy Feast
kitty herself-social media gold for cat
lovers. (Agency: Industria Creative)
WINTER 2023 EVENT MARKETER
21
IMAGE CREDIT: FX NETWORKS
http://www.eventmarketer.com
Event Marketer and MRD December 2022

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