When the heat is on: 5 summer activations for a heatwave

Published on 11 August 2017

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7Up's social thermometer

As much of Europe swelters in temperatures over 40C, here’s a selection of 2017’s cleverest experiential activations and promotions that tap into the heat of summer…

7Up social thermometer

It’s not just the British who like to complain about the heat. Every summer, heat takes over the conversation in Latin America: people talk on the streets, in taxis, in newspapers and on the TV – but all over social media. So, to combat the heat, 7Up and its agency Impero used a bespoke algorithm to track real time heat-related mentions on social media across several Latin American countries.

The online mentions fuelled a “social thermometer” displayed on an interactive billboard attached to a container filled with 7Up. Every time the needle reached the red zone, the container opened, delivering an ice cold 7Up to everyone!

Initially launched in Buenos Aires, the ongoing campaign will be rolled out across Latin America through to 2018.

7UP_VS_EL_CALOR_LARGO from Laura Gaponenko on Vimeo.

Benefit’s Hoola Ice Cream Van

Hitting the road again, cosmetics brand Benefit is touring Britain’s seaside locations throughout 2017 with its Hoola Ice Cream Van, as it “con-tours” the UK. As well as celebrating the quintessentially British seaside holiday, the activation is aiming to promote the Hoola Quickie Contour Stick, which launches this summer, and invites guests to visit the Hoola van and enjoy a range of beauty touch ups.

Havaianas Boardmasters activation

Flip flop brand Havaianas is sponsoring Newquay’s Boardmasters festival again in 2017, with another surf related sampling and brand activation to promote its brand and products.

This year, brand ambassadors will roam the festival in full Havaianas attire, complete with branded lilos, to drive traffic to the local store in Newquay. Customers who purchase a pair of Havaianas flip flops will receive a complimentary lilo and exclusive tote bag.

Guests will also be encouraged to have their photo taken and shared in front of the Havaianas shower, which is an annual feature on the Boardmasters beach.

Havaianas at Boardmasters 2017 sampling

Badger’s Ultimate Beer Shed

Small sampling campaigns can be beautiful too – as shown by the latest instalment of “Ultimate Beer Sheds,” a campaign for the Badger brewery that partners with Unilad to create the ‘ultimate beer shed’ created for lucky Badger fans. Celebrating the British love affair with the garden shed, the campaign is designed to showcase the brand’s commitment to “making beer time better.”

The shed looks like a standard shed at first, but it unfolds like a penknife and transforms into a custom space for the ideal BBQ. It features a state of the art BBQ, tool racks, spice drawers, a fold down prep area and two beer fridges packed with Badger. There’s even a hidden garden games box and dart board. Then when it’s time to eat there’s a pull-out seating area with an automatic awning, perfect for British summers.

Mumm Champagne’s floating bar sampling

Mumm Champagne invited beach-goers to celebrate summer and cool off with a floating bar located in the sea by Hula Hula Beach Club in Croatia earlier this month. Those lucky enough to be invited were ferried out to the bar and treated to their own dance space, DJs and dancers, with a refreshing glass of Mumm Grand Cordon Rosé delivered to the bar via a hoverboard display.

Also sampled was the Mumm Rosé Poptail; Mumm’s twist on the iced Champagne cocktail. The alcoholic sorbets come in two natural fruit flavours and were served in a balloon glass of straight Mumm Grand Cordon Rosé.

With beachgoers sweltering in temperatures of 40C in Croatia in August, this sampling campaign was perfectly timed!