The ice cream brand unveiled its Pleasure Store concept in London's Covent Garden at the start of July. Originally set to close on 30 August, the pop-up store remained open for another two weeks due to popular demand.
The space was complete with a Magnum dipping bar, which was staffed by ‘Pleasure Makers’, who dipped each individual ice cream into chocolate and then invited customers to select from a range of bespoke toppings, such as rose petals and black lave sea salt. A classic M coin was then added to each treat to finish.
National Geographic enlisted a flatbed truck to tow a 30-foot long Tyrannosaurus Rex around the capital in June, to promote its new T. Rex Autopsy programme.
The dinosaur, which was partially covered in blood-soaked sheets, was spotted from 7am as it passed through Britxton and onto central London locations such as Houses of Parliament, Trafalgar Square, London Bridge and Buckingham Palace. National Geographic worked with Sketch Events and Premier Communications to produce the stunt.
Back in July telecomms brand O2 announced its plans to host a concert with Take That on 9 September. The concert, coined Wear The Rose took place at The O2.
The activity formed part of O2’s sponsorship of England Rugby, and it sought to provide the team with the perfect Rugby World Cup send-off. The event attracted more than 14,500 fans, and also saw performances from the likes of Ella Eyre and Laura Wright.
Secret Cinema launched Rebel X, a pop-up designed to complement its Star Wars: The Empire Strikes Back event earlier in the year.
The retail outlet was designed to provide those attending the company’s latest offering the chance to stock up on equipment and supplies to enhance their experience. Those who visited the store could also learn about Rebel X tactics and find out how to gain access to a secret Rebel base located nearby.
Universal Pictures positioned a mystery shipping container within London's Waterloo station in June, to generate excitement around the premiere of its Jurassic World film.
The container remained unopened for three days, and it eventually revealed four velociraptor dinosaurs, which could be spotted on top of and beside the container. The floor surrounding the activation space was complete with signage that invited commuters to take a selfie using the hashtag #JurassicWaterloo, at which point the image would appear on the station's large screen.