This month, we selected the 10 best practice examples for brand activation. Explore cases from Peroni, Klarna that decided to go offline for a change or Adidas creatively using AirDrop. Check how AirBnB builds their brand by caring about the ones in need...

2. MAY 2019
welcome to our snapshot: the
best brand activations, may 2019
This month, we selected the 10
best practice examples for brand
activation.
Explore cases from Peroni, Klarna
that decided to go offline for a
change or Adidas creatively using
AirDrop. Check how AirBnB builds
their brand by caring about the ones
in need.
signmesh research team monitors
what is happening out there every
day. If you need more best practice
examples, get in touch with us,
Fabiola Lewandowska
fl@signmesh.com

3. The creative hub that celebrates
up-and-coming talent in the world
of fashion and drink is expanding
to several cities across Europe.
Peroni teamed up with 10 artists who
made artwork and installations inspired by
the brewing company.
Recently launched in Paris, the immersive
experience features an expressions studio
where guests can watch a two-minute film
about the artists involved in the activation.
Outside the main area, there will be a
phone featuring pre-recorded messages
from the artists talking about their
experiences. Additionally there will be
gelato made by Michelin-star chef Killian
Crowley on the spot.
In addition to Paris, the creative hub will
also launch in Barcelona and Stockholm in
the near future.
Read more
–
BRAND ACTIVATION
House Of Peroni Launches
Across Europe

4. The Body Shop launches an
in-store recycling scheme
encouraging people to return their
used bottles.
Launched in partnership with ethical
sourcing platform Plastics For Change, the
scheme empowers people to make a
change by inviting them to return their
used bottles to select stores and receive
vouchers in exchange.The initiative is
available in the UK, Australia, Canada,
France and Germany.
As part of its fight against plastic pollution,
the high street beauty chain will also
purchase 250 tonnes of Community Trade
plastic from Bengaluru, India to use in
nearly three million of its 250ml haircare
bottles.
Read more
–
BRAND ACTIVATION
The Body Shop Launches
In-Store Recycling Scheme

5. AirBnB hosts in the U.S. are now
able to donate a portion of their
income to non-profit organisations.
Hosts will have the option to tell AirBnB
the percentage they wish to donate -
anywhere from 1% to 100% of their
earnings - and the company will send the
funds over to a non-profit that helps
people find shelter. 100% of the host’s
contributions will go to leading charitable
organizations such as All Hands and
Hearts, the Make-A-Wish Foundation, the
International Rescue Committee, and
Mercy Corps. Those who donate will also
get updates about how their contributions
have helped an individual or family find a
home.
The feature will initially debut in the U.S.,
however, a global rollout is expected in the
near future.
Read more
–
BRAND ACTIVATION
AirBnB Lets Hosts Donate To
Communities In Need

6. The new signing store provides
employment opportunities for the
deaf and hard-of-hearing
community.
Located in Guangzhou, the store aims to
raise awareness for the deaf and
hard-of-hearing community by providing
them with career opportunities.
The store is installed with writing pads and
double-sided display screens so
customers who are not familiar with sign
language can write down their orders.
The signing store also features artwork
and unique merchandise designed by
hearing-impaired artists. For those who
want to learn more about sign language,
there will workshops hosted at the store.
Read more
–
BRAND ACTIVATION
Starbucks Opens Sign
Language Store In China

7. The company is testing a new
app-based service that uses
real-time location to deliver orders
to drivers in motion.
Called "The Traffic Jam Whopper", the
service uses an app which allows drivers
to place orders and get food delivered to
them while stuck in traffic.
Burger King uses Google’s real-time traffic
reports to identify areas with traffic jams.
The drivers, however, need to be within a
3-kilometer radius in order for the food to
arrive hot and the drinks to be cold.
The fast food chain firstly tested the
service in Mexico City, and has further
plans to expand it to Los Angeles, Sao
Paulo and Shanghai.
Read more
–
BRAND ACTIVATION
Burger King To Deliver Burgers
To Drivers Stuck In Traffic

8. Payments provider Klarna is set to
open a pop-up in London featuring
top retailers offering fashion,
styling, beauty treatments, events
and more.
The Swedish company has partnered with
some of the UK’s biggest brands including
ASOS, In The Style, Beauty Bay and more.
Located in London’s Covent Garden, the
double storey pop-up will offer a mixture
of lifestyle events, styling sessions,
masterclasses and free beauty treatments.
Customers will also be able to purchase
products from coveted brands such as
Finery, Schuh and Swoon. The initiative
will showcase Klarna’s in-store
capabilities, with customers being able to
"pay later" via their smartphones.
Read more
–
BRAND ACTIVATION
Swedish Bank To Open Fashion
Pop-Up In London

9. Adidas gifted randomly chosen
Coachella attendees with shoes via
Apple’s Airdrop.
Sportswear brand Adidas rewarded a
randomly selected number of Coachella
attendees with a new sneaker
collaboration with musician Childish
Gambino a.k.a. Donald Glover via Apple’s
AirDrop. They received a picture of the
shoe called "Nizza," and if they accepted
it, they received a free pair of them if they
picked them up within one hour. A note,
coming with the shoes, asked the lucky
"winners" to wear them, keep them on for
the duration of the festival and watch
Childish Gambino’s show to promote the
collaboration.
Read more
–
BRAND ACTIVATION
Adidas Giving Out Free Shoes
Via AirDrop

10. The fast food chain is set to open a
hotel in Palm Springs, California.
Called The Bell Hotel & Resort, the hotel
will feature taco-themed rooms which will
be available for a limited amount of time. It
will also feature a poolside cocktail bar
and an on-site saloon where guests will be
able to request Taco Bell-inspired nail art
and beauty treatments. Additionally there
will be a Taco Bell restaurant with some
new menu items.
According to the company, The Bell will
be an adults-only resort with a minimum
age limit of 18. Further details about the
hotel & resort have yet to be announced.
Read more
–
BRAND ACTIVATION
Taco Bell To Launch Hotel And
Resort

11. The Swedish clothing brand
launches product transparency for
all garments on its online shopping
site.
For each garment, customers will now be
able to find details such as production
country, supplier names, factory names
and addresses as well as the number of
workers in the factories. Additionally it is
possible to find further information about
the materials used to make a specific
garment.
Available in 47 H&M’s online markets, the
initiative also applies to the majority of
H&M HOME interior products. Customers
shopping in physical stores can also
access the details by simply using the
H&M app to scan the price tag on a
product.
Read more
–
BRAND ACTIVATION
H&M Brings Product
Transparency To Online Apparel

12. The fast food chain has created a
miniature version of its restaurant
called McHive.
The tiny structure, which is located in
Sweden, is designed to house thousands
of bees. It features a scaled down version
of every aspect of a traditional
McDonald’s branch, including a
Drive-Thru hatch, golden arches, and
adverts on windows.
In an effort to lessen their environmental
impact, some of McDonald’s restaurants
in Sweden have begun installing beehives
on their rooftops.
The McHive project, which was designed
by Nordic ad agency NORD DDB, aims to
celebrate the beehives.
Read more
–
BRAND ACTIVATION
World’s Tiniest McDonald’s Is
Catered To Bees

13. visit signmesh.com
Fabiola Lewandowska
Consultant and Product Owner
fl@signmesh.com
+49 151 6496 6539

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brought to life in a collaboration by LHBS
Consulting and LOOP New Media.
signmesh helps to create a company
culture of innovation and keeps your
team inspired and up to speed. Daily.
Find out more about signmesh
www.signmesh.com
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