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Alfresco Nightlife

Brands foster public inclusivity by taking events to the streets

Implications - Taking over neighborhoods and public spaces, brands begin leveraging the excitement generated by street events, creating welcoming space of interaction and shared enjoyment. As a countermovement to highly exclusive clubs and bars that thrive on secrecy and mystery, more blatant outdoor street festivals and public-facing events are paving the way for nightlife goers who prefer a sense of communal inclusivity.
Workshop Question - As the marketplace for clubs and bars is changing to appeal to next generation consumers, how can your brand play a role in this leisure activity; consider how to present a branded, communal activity?
Trend Themes
1. Outdoor Street Festivals - As a countermovement to highly exclusive clubs and bars, more blatant outdoor street festivals and public-facing events are paving the way for nightlife goers who prefer a sense of communal inclusivity.
2. Immersive Brand Experiences - Brands are leveraging public spaces and creating immersive experiences such as fashion shows, dance performances, and interactive photo booths to engage customers.
3. Culinary Education - Food festivals that include hands-on cooking demonstrations by top chefs demonstrate how consumers are eager to learn more about international cuisine and how they can prepare it at home.
Industry Implications
1. Event Planning - As more companies are turning to outdoor street festivals, marketers and event planners will have the opportunity to create more communal experiences to engage audiences.
2. Retail - Interactive experiences like projection mapping shows and immersive brand events not only engage customers but also create an opportunity for product promotion and sales.
3. Hospitality - Culinary education events and Latin food festivals create opportunities for restaurants and hotels to showcase their international cuisine and engage with customers in a unique way.
3.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
7 Featured, 63 Examples:
385,200 Total Clicks
Date Range:
Feb 15 — Jan 17
Trending:
Warm

Featured Examples

Slow-Mo Brewery Photobooths
Slow-Mo Brewery Photobooths
Asahi Beer Held an Immersive Event at This Shoreditch Brewery
Japanese lager brand Asahi recently threw an event at a Shoreditch brewery that featured live music and plenty of interactive experiences. The immersive event hosted at the Old Truman Brewery in... MORE
Street Party Dessert Launches
Street Party Dessert Launches
Magnum Launched Two New Ice Creams with a London Street Party
Hosted by Saturdays singer Mollie King, the recent launch of Magnum’s new raspberry and espresso ice cream treats included a fashion show, dance performances, a DJ set and a bespoke Magnum... MORE
Teleporting Pop-Ups
Teleporting Pop-Ups
Singha Beer Created a Street Pop-Up to Give Londoners a Taste of Thailand
In Hackney, London, Singa Beer is now hosting a multi-week street pop-up that gives people an authentic taste of Thailand. The ‘Singa Street Bar’ sets the mood with illuminated string... MORE
Festive Projection Mapping Shows
Festive Projection Mapping Shows
Shopping District Seven Dials Launched a Festive 3D Display
As an alternative to ordinary Christmas light shows, London’s Seven Dials shopping district recently launched a 3D projection mapping display outdoors using cutting-edge technology. The... MORE
Cinematic Street Parties
Cinematic Street Parties
The City of Chicago is Honoring Ferris Bueller's Day Off with Ferris Fest
The city of Chicago is celebrating the 30th anniversary of the 80s classic Ferris Bueller’s Day Off with an event called ‘Ferris Fest.’ Set to take place between May 20th and 22nd,... MORE
Sporty Street Parties
Sporty Street Parties
The Pepsi Hyped for Halftime Show Pumped Up a Small City
While the Super Bowl 2015 was kicking off in Arizona, the Pepsi Hyped for Halftime show made sure that people miles away in Rochester felt like they were immersed in all of the excitement of the big... MORE
Educational Latin Food Festivals
Educational Latin Food Festivals
The 'Latin Food Fest' Features Hands-On Cooking Demonstrations
For the fifth year in a row, the Latin Food Fest is coming to cities across California to celebrate Latin American cuisine. Not only does the festival give attendees an opportunity to try authentic... MORE

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LGBT Latin Festivals
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This Miami Festival is Aimed at Creating a Fun, Inclusive Space for Visitors
Latino Community Markets
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Cleveland 'La Placita' is Part of 'La Villa Hispana' Community Project
Hispanic Cinema Pop-Ups
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Cine Carretera Popped Up in a Vacant Lot in San Diego to Screen Films
Poverty-Exposing Holiday Ads
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This Salvation Army Campaign Highlights the Importance of Giving
play_circle_filledLovestruck Doll Commercials
Lovestruck Doll Commercials
This McDonald's Christmas Ad Follows a Vintage Toy Looking for Love
AR Holiday Campaigns
AR Holiday Campaigns
Covent Garden is Leveraging Augmented Reality Technology for the Holidays
play_circle_filledAnti-Consumerist Christmas Ads
Anti-Consumerist Christmas Ads
This New Edeka Ad Conveys That the Holidays Should Be About Family
play_circle_filledTraveling Teddy Bear Commercials
Traveling Teddy Bear Commercials
This Heartfelt Heathrow Airport Ad Focuses on Two Grandparents
Solar-Powered Christmas Displays
Solar-Powered Christmas Displays
This Luminous Display Makes the Case for Using Solar Energy
Après-Ski Coffee Packaging
Après-Ski Coffee Packaging
Caffè Latte's New St. Moritz Cup Celebrates the Holiday Season
Canned Christmas Candles
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These Holiday-Themed Candles are Made from Natural Ingredients
play_circle_filledFamily-Focused Beer Ads
Family-Focused Beer Ads
This Holiday Heineken Commercial Stars Celebrated Actor Benicio del Toro
Hispanic Cuisine Cheeses
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These New Crystal Farms Shredded Cheeses Help Create Authentic Dishes
Industrial Brewery Interiors
Industrial Brewery Interiors
Mad Giant's Design Was Based Off the Company's Free-Spirited Ethos
Exploratory Ale Tastings
Exploratory Ale Tastings
The 'BC Ale Trail' Encourages the Discovery of Products and Places
play_circle_filledFinely Crafted Wheat Ales
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Keith Villa Explains What Sets Belgian Moon Apart from Other Beers
AI Beer Breweries
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Flavorful Alcoholic Sodas
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Stamping Message Sandals
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Job-Representing Products
Job-Representing Products
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Hispanic Beverage Clubs
Hispanic Beverage Clubs
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Multi-Sensory App Activations
Multi-Sensory App Activations
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Foodie-Focused Music Festivals
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Cross-Medium Artist Festivals
Cross-Medium Artist Festivals
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African American Film Festivals
African American Film Festivals
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Mysterious Urban Cookie Vaults
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Winter Wellness Self-Care Kits
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In-Store Immersion Pods
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The Bompas & Parr 'Taste Pod' Debuted a Thorntons Store in London
Urban Safari Treehouse Pop-Ups
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Commuter-Delight Brand Events
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This Celebrity Cruises Activation Delighted Consumers on Blue Monday
Blue Monday Happiness Promotions
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Mobile Tourism Truck Pop-Ups
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Visit Florida and Hertz Teamed Up for an Event in London
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The McDonald's 'First Customer' Fast Food Commercial is Hispanic-Focused
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The Soundwave Festival Seeks Sponsorship Funding Online
Vacation-Inspired VR Events
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This Kayak Pop-Up Transported People to Miami Via VR
Luxury Car Digital Experiences
Luxury Car Digital Experiences
This Bentley Digital Experience Took Over an Amsterdam Hotel
Chocolate-Celebrating Festivals
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The 'Nutella-Palooza' Festival Celebrates the Iconic Spread
Jogger Music Festivals
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JAYU is a Toronto Organization Aiming to Empower Communities
Educational Beer Festivals
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The 'Fall Back Beer Fest' Features Seminars from Industry Experts
Beer Gaming Festivals
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This Indian Entertainment Venue Will Host a Beer Gaming Competition
Bilingual Cereal Commercials
Bilingual Cereal Commercials
This Cheerios Commercial is in Spanish with English Subtitles
Emotive Hispanic Campaigns
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This Heartwarming Kraft Singles Ad Tells the Story of Two Young Girls
play_circle_filledSpanish Fast Food Ads
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This Clever McDonald's Commercial Features the Latin Hit Song 'Gloria'
Vibrant Pop-Up Vodka Bars
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The Ciroc 'London Riviera' Pop-Up Will Be Open for Five Months
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Dessert Alert Beacons
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Magnum and Tesco Team Up for an Enticing Ice Cream Promotion
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Beautiful Drag Queen Campaigns
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This Mountain Dew Campaign Features a Real-Time Snapchat Plot
play_circle_filledKingpin Insurance Ads
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The 'Say My Name' Esurance Super Bowl Ad Stars Walter White
play_circle_filledAppreciation Fast Food Payments
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Mcdonald's Allows Customers to Pay with Love for Two Week Campaign
Superbowl Fashion Sketches
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These Katy Perry Halftime Outfits are Created by Jeremy Scott
play_circle_filledHeartwarming Hockey Ads
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Canada's Budweiser Super Bowl Ad Gives Back to Those Who Make Goals Happen
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SUBWAY Restaurant Offers Game Day Snacks That Aren't Fried
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Squarespace Shows Capabilities with a Site for Jeff Bridges Sleeping Tapes
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Pepsi's Time Tunnel Provides a Shocking Surprise in the City
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Adorable Animals Star in this Pepsi Get Hyped for Halftime Ad
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