We’ve just spent the weekend at Westfield Stratford setting shoppers ridiculously fun challenges for their chance to win free Wall’s ice creams.

The aim of the activation - to unleash the Happiness in a way that only Wall’s can, and remind consumers that the red heart is the home of so many fabulous brands.

This was a content first experiential brief which put the British public at the heart of the campaign - tapping into their theatrical talents and giving them a stage to capture themselves and then share online. 

Front and centre of the activation stood a giant replica Wall’s freezer that contained a built-in interactive screen setting performance challenges; from hula hooping to conga dancing, to proposing to random members of the public, we channelled people’s enthusiasm to be in front of the camera.

Humour played a big part in the success of this campaign. Laughter is contagious and by not taking ourselves too seriously we were able to gather a large and joyous crowd that wanted to share the experience.

At Hot Pickle we believe that physical experiences are the heart of an integrated campaign:

• They are an opportunity to have an extended and significant interaction with consumers who then go on to talk about their experience both in person and online. No other channel creates such lasting emotional connections and brand loyalty.

• They are a stage for capturing content. If no one sees the activation you’ve done (apart from your direct interactions), did it even really happen? Physical experience are the corner stone that creates conversational ripples throughout the campaign

• They are experiences people want to interact with and ones they will go out of their way to attend. We’re in an age where consumers are skipping through ads and dismissing pop ups and instead are craving real connections, and we’re delivering directly to this need

• They are an efficient and highly effective way to put product in people’s hand or mouths. There’s a reason we say “the proof is in the eating!”

View the full project case study here