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Brand experience stories
Brand experiences
Brand experiences are attractions themed to an established brand, creating an immersive experience for its fans. Such experiences might be themed to an organisational brand, an individual IP, or a collection of IPs.
These experiences are becoming increasingly common. Brands are exploring the potential of using location-based experiences to build audience engagement, and venues recognise the marketing potential of such endeavours.
Projects range from compact urban spaces to sprawling theme parks. Examples include the Studio Ghibli theme park, which features five lands with themes from the animation house. The park eschews rides and instead focuses on immersing visitors in nature and the magical Studio Ghibli universe.
Hasbro’s MONOPOLY Lifesized is an immersive rendition of the classic family game. This combines escape rooms, board games and team challenges to offer a fun team-based experience.
The gaming company Rovio Entertainment Corporation partnered with SCG America to create iSwii by Angry Birds Retail Cafe, the brand’s first themed dining destination. With over five billion downloads, 25+ million social media followers, and 96% brand awareness, Angry Birds is an international fan favourite. The café builds on this popularity. It offers an engaging, interactive experience, complete with a tempting and playful menu, gaming, shopping and photo opportunities. All with an exceptional level of theming and detail.
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