The top read story this week was that EE, the official technology and communications partner of this year's Glastonbury Festival, has created a series of large-scale topiary structures to provide 4G Wi-Fi to festival-goers. Glastonbury’s alternative ‘4GEE hedgeliners’ are shaped as The Pyramid Stage, The Park Tower and the Arcadia Spider – which were social media’s most shared iconic landmarks from last year’s event.
The second most read was news that computer retailer Currys PC World has created the Ultimate Home of Football (UHoF) in a branded Winnebago. Kitted-out with the best tech from Currys PC World, the Winnebago provides the 'ultimate home viewing experience' for fans to watch all the action from the European football tournament.
Hendrick's Gin, Fever Tree and Smeg were among a long list of brands to activate experiential activity at Eroica Britannia festival in Bakewell, Derbyshire. Italian car brand Maserati partnered The Ride on Sunday (19 June) which involved participants tackling a choice of 30, 55 or 100 mile gruelling routes across the Peak District on a pre-1987 road bike.
Fashion retailer Uniqlo ran a series of events, partnerships and activities between 17-19 June to celebrate the opening of the new Tate Modern, London. Titled London Dreaming the programme includes art installations, connected experiences and events at both the Tate and Uniqlo's flagship store on London's Oxford Street.
Britvic-owned Robinsons has unveiled a 3D Wimbledon-tennis themed billboard at Waterloo station, part of a campaign marking the 81st anniversary of the soft drinks brand's connection with the tournament. The area around Waterloo station has been transformed into a tennis-themed display to mark the upcoming Wimbledon tournament, with the 3D billboard aiming to bring the real taste of Wimbledon to life, with a replica tennis court and court line machine previously used at Wimbledon.
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For more activations and experiential campaigns in London, download our latest report, London's Experiential Playground.