This summer, Westfield partnered with a number of brands to develop a series of experiential activities to surprise and engage visitors at both Westfield London and Westfield Stratford City centres.
From comedy and sweet treats to getting active, Westfield shoppers experienced interactive activities with some of the biggest brands throughout August, including Pink Lady, Wall’s, Coca-Cola and LEGO.
Westfield provides a unique experiential media channel for brands to host activity and interact with their target audiences in captivating ways. Each brand was provided with a high footfall area across both shopping destinations. The activations formed part of Westfield’s summer offering, entertaining visitors of all ages.
Pink Lady | The Southern Terrace, Westfield London and Chestnut Plaza, Westfield Stratford City
Between 6-9 August, Pink Lady gave visitors to Westfield London and Westfield Stratford City the chance to win the ultimate ‘Snackisfaction’ treat by asking them to tweet a unique apple tree located at Westfield. In return, tweeters were delivered a perfect blushing Pink Lady apple to enjoy.
Coca-Cola | The Gallery, Westfield Stratford City
On the 8th and 9th August, Coca-Cola encouraged local people to be part of its ‘ParkLives’ programme aimed to get people active by hosting a series of free fun activities and sessions for all ages at local parks in the London Borough of Newham.
Wall’s | The Street, Westfield Stratford City
From 7 August to 6 September, Westfield Stratford City’s Street hosts a quirky pop-up from Wall’s as part of its ‘Goodbye Serious’ campaign, which aims to disrupt people in their daily routines and remind them of their love of ice cream through comedy and fun props.
Set against giant ice cream sculptures in bright colours placed on fun colourful flooring, visitors to Westfield Stratford City were encouraged to carry out funny activities by a surprise comedian in return for free Wall’s ice creams – flavours include new additions to the Wall’s collection; the Cornetto Peanut Butter Love and Cookies ‘n’ Dream, and Magnum’s new Pink and Black varieties.
LEGO | The Atrium, Westfield London
LEGO® will bring The LEGO Imagination Factory to life between 28 and 31 August, inviting families to join in the fun-filled experience where children’s imagination will help fuel the power station and the dim lights become brighter. Westfield London will provide a welcoming space for visitors to free build LEGO and interact with an impressive graffiti wall and augmented reality photo area.
Myf Ryan, director of marketing – UK & Europe at Westfield, comments: “We are thrilled to see Wall’s, Pink Lady, Coca-Cola and LEGO use our experiential spaces to showcase their campaigns and reach a new audience. Research Westfield conducted found that 57% of people want inspiration from a shopping trip and almost 70% of shoppers think that non-retail elements are an important part of the shopping experience. Westfield’s specialist in-house creative solutions team continue to work with retailers and brands to elevate new initiatives to offer our visitors new shopping experiences.”