The Brief: Event Marketer Highlights ‘Overnightmare’ and Uninspiring Phones

This week in experiential marketing, there have been some exciting developments to keep an eye on. From a unique dining experience at Pizza Hut to a chilling Overnightmare event hosted by Peacock and a magical suite inspired by the Emerald City at Hilton, the world of marketing is buzzing with creativity and innovation.

Pizza Hut has taken its classic Personal Pan Pizza to a whole new level by introducing customization options to celebrate National Pizza Month. At the pop-up Personal Pan Pizza Hut in New York City, customers can create their own personalized mini pizzas with new toppings like pesto swirl and chicken sausage. This micro-activation is a unique dining experience that allows fans to enjoy a personalized meal in a traditional Pizza Hut setting.

Peacock’s Overnightmare event transformed the Stanley Hotel into a horror-themed venue, immersing attendees in scenes from popular horror films. From exclusive screenings to themed experiential spaces, this event offered a spine-tingling experience for horror fans. Additionally, Peacock is offering top Blumhouse horror movies for streaming, catering to those who prefer to enjoy scares from the comfort of their homes.

Hilton has unveiled a "Wicked" movie-themed suite inspired by the Land of Oz. As part of the "Stay Like Wicked" campaign, fans can book a stay in this whimsical suite at the New York Hilton Midtown. Divided into two halves themed after the characters Elphaba and Glinda, the suite offers enchanting amenities and giveaways, including movie tickets and exclusive products inspired by the film.

Heineken is encouraging concertgoers to put down their phones and live in the moment with The Boring Phone. By implementing infrared technology at music festivals, Heineken delivers hidden messages that urge fans to enjoy the experience without distractions. The brand has also launched The Boring Mode app to help consumers minimize distractions and focus on quality social moments.

Doritos has entered the restaurant scene with Doritos After Dark, a late-night dining experience at L.A.’s Crypto.com Arena. Offering a bold twist on late-night dining, the menu features globally inspired items like Doritos Spicy Sweet Chili Ramen-Rito and Flamin’ Hot Nacho Veggie Dumplings. Additionally, Doritos will host a Doritos Night Market pop-up for the general public to sample bites from the Doritos After Dark menu.

These innovative marketing initiatives showcase the power of experiential marketing in engaging consumers and creating memorable brand experiences. From personalized dining experiences to immersive horror events and themed suites, brands are pushing the boundaries to connect with their audiences in creative ways.