Six activations that made us do a double take

Event looks back at the brand experiences that gave us an overwhelming sense of déjà vu.

Vue and Pepsi created two very similar cinema stunts
Vue and Pepsi created two very similar cinema stunts

Pepsi Max’s Monster Mirror/ Vue’s Poltergeist stunt

This week saw Vue cinemas celebrate the launch of horror flick Poltergeist with a bathroom scare stunt. Clown images were placed behind the looking glass of the ladies' bathroom and flashed up to scare unsuspecting customers.

The stunt was reminiscent of Pepsi Max’s Monster Mirror, which also surprised cinemagoers back in October 2014. Created for the brand’s Unbelievable Channel, Pepsi Max fitted modified bathroom mirrors in the toilets of the Odeon cinema in Bayswater, which transformed the reflections of visitors into Halloween characters including crazed grinning clowns, vicious werewolves and flesh-eating zombies.

Virgin Media's Race Bolt/Puma's Beat the Bolt

As tier-one sponsor for 2014's Commonwealth Games in Glasgow, Virgin Media developed an activation that let consumers race 30m against an LED version of fastest man in the world, Usain Bolt. Hosted at Glasgow Green from 24 July until 3 August, the installation was created in conjunction with agency Itch.

Fast-forward to March 2015, when Puma unveiled a very similar idea. The sports brand launched its Ignite trainer by challenging 18-24 year olds at Manchester's Trafford Centre to 'Beat the Bolt' out of the starting blocks.

Coca-Cola’s drinkable billboard/Carsberg’s beer poster

April was the month of liquid-filled billboards. Coca-Cola unveiled what it claimed to be the world’s first drinkable billboard in the US at the final four NCAA college basketball game in Indianapolis, Indiana. The 26-foot by 36-foot billboard dispensed Coke Zero through a 4,500-foot straw.

Working with agency Oglivy & Mather, Coca-Cola designed the activation to persuade consumers to ‘Taste It’. The soft drink flowed from the bottom of the billboard to six drinking fountains for people to sample.

Yet just four days later, Carlsberg debuted a poster that dispensed free lager as part of its 'Probably the best beer in the world' campaign. The activation was located on the side of the Old Truman Brewery in London’s Shoreditch and allowed guests to sample a free half-pint of the drink for just one day.

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