It’s hard to match the caliber of Disney’s red-carpet premieres (look no further than its “Descendants: The Rise of Red” event), and the entertainment giant was at it again for the world premiere of “Zootopia 2” at L.A.’s El Capitan Theatre.

Invited guests at the winter-themed affair experienced a full build-out of the Zootopia Central Station setting from the film, including roving characters; games like “Fish Flippin”; photo ops, such as a throne moment in Fru Fru’s Parlour; and a Tundra Treats candy bar, in addition to tunes spun by a live dj.

In the case of Netflix, an unlikely trio—a stunt pig, the world’s largest action figure and sustainability tactics—were all stars of the brand’s premiere event for season two of “FUBAR.” Indeed, at the Tudum Theater in Los Angeles, the brand surrounded press, talent and invited guests in series-themed scenic builds and a bit of spectacle, all while prioritizing low-waste production practices.

A highly shareable red-carpet premiere event featuring the pig was followed by a private screening and a themed afterparty that encompassed curated lounges, cocktails, a photo op styled like a “FUBAR” action figure box and custom drinking glasses designed with real bullets, which doubled as take-home gifts.

When Universal Pictures hosted a premiere for its “Wicked” sequel, “Wicked: For Good,” the intricate set builds and storytelling elements ultimately yielded the biggest-ever movie premiere in New York’s Lincoln Center Plaza (it was also the first to take over two major NYC theaters simultaneously).

Universal took a few cues from its destination, New York, and crafted an “Ozmopolitan”-inspired environment that brought the relationship between characters Elphaba and Glinda to life, along with scenes from the Emerald City. Mini, “floating” hot air balloons, Emerald City soldiers clad in green and gold, a recreation of Glinda’s bubble, dripping florals and film imagery were among touchpoints that brought Oz to the Big Apple.

For Prime Video, it was a swanky blue-carpet event for the season-two debut of the competition show “Beast Games” that turned heads. From the get-go, celebrities and creators were plunged into the world of Beast City via a range of games that tested their smarts and strength, just like contestants in the show.

Following a blue-carpet walk, welcome from MrBeast and screening of the season’s first two episodes, attendees moved into the venue’s Dome, where they encountered an interactive “Beast Games” experience, including a replica of the $5 million cash pyramid. They competed in challenges like a high-tension balancing activity and an LED memory floor experience for a chance to win Beast Bucks that were redeemable for merch at an on-site store.

If that weren’t enough, the brand also delivered a hospitality experience, including a Feastables market, passed bites inspired by the show, themed drinks and a fully functioning Starbucks that offered creators a chance to personalize their own series-themed jerseys and design exclusive Starbucks swag.

Roll credits.

Photo credits: Line 8 Photography; Redrock Entertainment

Related:

• Warner Bros. Brings ‘Barbie’ to Life at an ‘Over the Top’ Premiere
• Prime Video’s ‘Rings of Power’ Tour Drives Record-breaking Viewership

The post Experiential Marketing Trend of the Week: Red-Carpet Activations appeared first on Event Marketer.

Most consumers engage in these practices for entertainment, but younger adults, especially women, are more likely to believe in astrology. Spiritual communities are also thriving on social media, with predictions spiking on recent global events and Etsy witches becoming a cultural phenomenon. Let’s take a look at what’s been written in the cards lately in experiential.

An Animatronic Teyana Taylor Reads NYC Commuters’ Fortunes

Netflix kicked off 2026 with one question, “What next?” As part of the Discover Your Future campaign, it launched the online Netflix Tarot experience, offering users a clickable, personalized reading of three movies and series to add to their new year watchlist.

Bringing the experience IRL, Netflix took over Vanderbilt Hall inside NYC’s Grand Central Terminal, from Jan. 12-14, with a 12-foot-tall animatronic version of actress Teyana Taylor. The fortune teller interacted with commuters and provided personalized content recommendations for new series and films debuting on the platform this year. Fans then received a limited-edition deck of custom, Netflix-title-inspired tarot cards.

Pandora Brings an Astrocartographer to the Talisman Experience

For the debut of its Talisman Collection, inspired by ancient coins and inscribed with Latin mantras, Pandora took over The Grove’s Glass Box in L.A. in October, wrapping it in pink walls and oversized charms. The Talisman Experience leaned into astrology and intentionality, inviting attendees to discover their “Words to Live By” during a personalized session with Pandora’s Astrocartographer. A touchscreen quiz matched them with a Talisman, and henna tattoo artists inscribed phrases from their personal Talisman on their arms.

The ‘Giniverse’ Comes to Life with Cosmic Portals and Curiosities

Hendrick’s Gin activated the Time Traveler’s Tavern mega-bar experience at last year’s Tales of the Cocktail conference in New Orleans, and costumed character actors brought the brand’s whimsical “Giniverse” to life, taking attendees from the Western-inspired Tropic Saloon to the Sleepeasy Speakeasy to a Hendrick’s-themed carnival, where a tarot card reader was on hand to continue the interdimensional journey.

We’re manifesting more divine fortune-telling touchpoints in experiential campaigns.

Photo credits: Courtesy of Netflix; Courtesy of Pandora

Related:

• Experiential Marketing Trend of the Week: Mountaintop Activations
• Experiential Marketing Trend of the Week: Push Buttons

The post Experiential Marketing Trend of the Week: Tarot Card Readings appeared first on Event Marketer.

The multifaceted campaign is making its way to cities around the world to engage diehard “Harry Potter” fans and newcomers alike. So with a vast, multigenerational audience to appeal to, and an elaborate new project to celebrate, Audible is working to balance scale and intimacy, while remaining authentic to the iconic franchise. And the brand plans to charm fans well into the new year, with a new audiobook from the full-cast series slated to be released monthly through May 2026.

This isn’t Audible’s first rodeo in the wizarding world, however. A single-narrator version of J.K. Rowling’s “Harry Potter” audiobook series came to the platform in 2015. This new endeavor represents a more modern approach to audio storytelling, and features more than 200 actors bringing the tales to life, along with original music and Dolby Atmos sound design. From the brand’s perspective, the project perfectly lent itself to an experience-forward campaign.

“I’m very bullish on experiences, and I find that customers and fans want to be connected to that world that they love,” says James Finn, global head of brand and content marketing at Audible. “Whether you’re in Tokyo or São Paulo or San Diego, fans come out and want to be connected to other fans. They want to show off their fandom and their knowledge.”

With that sentiment in mind, we tapped Finn for learnings from the campaign, and best practices for crafting enchanting experiences that resonate with superfans.

ALWAYS FAN-FIRST

For Audible, it was imperative that each decision made throughout the planning and execution process kept fans at the heart of the experience. As Finn put it, “If we don’t show up authentically, then they’ll be the first to tell us.” As a result, the brand leveraged a fan-first approach to every aspect of its programming, including a firm focus on providing opportunities for consumers to showcase their fandom and engage with fellow Potterheads.

For one thing, just like the key art for the new audiobooks, Audible’s activations and experiences are packed with easter eggs that true fans will not only notice, but relish. For another, the brand homed in on a few traditions within the “Harry Potter” fan community and brought them to life. Case in point: When the original “Harry Potter” books were released, throngs of book stores hosted midnight celebrations that allowed consumers to purchase the new novel and connect with one another.

So Audible recreated the tradition for a modern, global audience with its Nov. 3 virtual listening party, hosted the night before the release of the first audiobook from the series, “Harry Potter and the Sorcerer’s Stone.” Attendees “entered” through a pre-show lobby with a countdown clock, trivia, a chat function and the option to choose an avatar that represented one of the four “Harry Potter” houses.

Next, they encountered a “Wands at the Ready” moment, with influencer hosts guiding them through an interactive audio-clip voting experience. From there, fans explored behind-the-scenes content, “magical” visuals, virtual photo ops and exclusive listening moments of key scenes from the first installment. The event wrapped with an “afterparty” and reflection session.

Another fan-first touchpoint: David Holmes, the stunt double for Daniel Radcliffe in the “Harry Potter” films, is beloved within the superfan community, so Audible not only included him as an actor within the audiobook cast, but had him participate in the virtual release party.

“We’re really, really proud when they see the attention to detail, the nuances and the understanding of the fandom,” Finn says. “The teams that I have here are genuinely [‘Harry Potter’] fans. So when [consumers] hear from Audible in those contexts, they’re hearing from somebody that’s a fan, somebody that understands the characters in the world. And you can tell right away when somebody isn’t. So that is absolutely critical… You have to be fan-first.”

MAKE IT MULTIFORMAT

Reaching a global, multigenerational audience of “Harry Potter” lovers required Audible to promote its new project through a variety of formats and channels. And the brand left no (sorcerer’s) stone unturned.

Interactive a/v installations, for instance, made their way to three worldwide venues—London’s Outernet, Manchester Printworks and Melbourne Central—that became fan destinations where consumers could engage in vignettes that brought the new audiobooks to life.

In a similar vein, available into 2026, Forbidden Forest Listening Nooks have been incorporated into the broader Forbidden Forest Experience in Chicago and Vancouver. The whimsical spaces are tucked inside glowing tree installations hidden in the forest, where attendees can choose scenes from the new installment to listen to.

Plus, throughout the month of December, Audible and its partners, Newark Liberty International Airport and Toronto Pearson Airport, are offering Listening Libraries to provide holiday travelers a moment of Zen as they sample the audiobooks, complemented by holographic screens that feature key quotes from the series.

“Starting with Thanksgiving, everybody’s traveling, and the airports are obviously packed,” says Finn. “So at Newark Airport, which is one of the largest airports in the States, and then Toronto, we’re doing these Listening Nooks. We just think it’s a great way to reach a large audience, but also something fun and engaging, something that’s a bit of a surprise and delight that you wouldn’t normally see when you’re going through the airport.”

In addition, worldwide virtual release parties, of course, are also essential to the strategy. The next digital celebration is slated for Dec. 16, the night before the second audiobook, “Harry Potter and the Chamber of Secrets,” will be released.

STORYTELLING AT SCALE

Speaking of formats, the scope and caliber of the brand’s Audible Express promotional event in Australia was something to behold. For one day on Nov. 9, roughly 900 consumers boarded the vintage steam train at Sydney Central Station, a replica of the Hogwarts Express, to be transported into scenes from the audiobooks. Tickets for the experience, which completely took over Platform 1, sold out in three days.

Consumers who scored a ticket were provided with souvenir passports, heard book excerpts and enjoyed a performance by a string quartet that played the score from the new production. While waiting for the train, they could pose in a photo booth and engage with an interactive phone booth, where they could hear samples from the audiobook and record messages explaining which “Harry Potter” house they’re in, and why.

Once aboard the Audible Express, fans enjoyed a listening experience featuring chapters from the new audiobook, including the Platform 9 ¾ and sorting hat scenes, along with experiences that complemented the narrative, like a sweets trolley with house colors that rolled out during the sorting hat scene.

“A lot of what we’re focused on is anchoring [experiences] to the content,” Finn says. “We wanted to focus on the new iteration, so at a lot of our experiential activations you’ll be able to sample, and you’ll be able to hear the project.”

BUILT FOR SOCIAL

Audible’s range of “Harry Potter” events and installations aren’t just built for those who get to explore them IRL; they’re also designed for fans online to enjoy—something that Finn says is critical to making the entirety of the fandom feel included. To that end, every angle of every experience the brand has created is primed for social sharing.

“When we were building out what the event would look like, I wanted to make sure that every corner of it, if somebody took their camera out, that whatever is behind them, whatever is in front of them, whatever is around them, feels connected to the project,” Finn says. “And I feel strongly about it because not everybody can go to these events. So how does it translate in a fun way online?”

On the flip side, the IRL attendees who are sharing their experience on social are earning street cred within the fan community. “They want to be immersed in that world, and they want to be part of it in a more meaningful way. And there’s that equity and that value to share on social that is very compelling,” says Finn.

While Audible’s campaign is still underway, Finn says the initial results and responses have been positive.

“Expectations are high, but the fan reaction has been so, so strong,” he says. “And then you hear fans who are like, ‘I can’t wait to introduce ‘Harry Potter’ to my kids.’ So it’s an entry point for new fans, as well. I think people just want to get out in the world and meet other fans and other folks and be able to showcase their fandom.”

We’ll raise a goblet of fire to that.

Photo credits: Redscope Films; Mark Coleman; courtesy of Audible

More from Audible’s Event Playbook:

• Audible Q&A: James Finn Reflects on Events, Authenticity, Fandom
• Audible Hosts a Three-course Hot Dog Dinner to Tease Summer in Argyle

The post Audible Brings the Magic of its New ‘Harry Potter’ Series to Life with a Global Campaign appeared first on Event Marketer.

This week’s hot takes on hot topics in experiential marketing cover traveling Roman convoys, third-date experiences and a valet-themed parking party.

HBO PARODIES THE HORRORS OF PARKING IN L.A. WITH ‘I LOVE VALET’

To drive buzz for its new comedy series “I Love LA,” which debuted in November, HBO Max pulled out all of the stop signs on Nov. 22 with I Love Valet, an auto-themed event that promoted the show by tapping into a deep-seated struggle within the Los Angeles community: finding a decent parking spot.

Consumers heading to a concert in downtown L.A. were welcomed to a nearby parking lot that had been transformed into a pre-show soiree that offered free parking with custom reserved-parking signs, as well as branded yellow traffic cones.

Once they parked, fans at the I Love Valet experience could enjoy a “drive-by” glam touch-up station; The Vanity Plate, where they could choose between four keepsakes (The 405, The 5, The 10 and The 101); a photo op inside a branded, vintage convertible Cadillac; and live tunes from DJ jstagirl.

They also munched on bites from local favorites like Leo’s Tacos, drank show branded-mocktails, and walked away with “I Love LA” temporary tatts, “Honk If You Love LA” bumper stickers and custom fuzzy dice. And not one traffic cop was to be found. (Agency: The Syndicate)

Photos: Courtesy of HBO Max

TROJAN GETS INTIMATE WITH THE GREATEST THIRD-DATE EXPERIENCE

According to Trojan, and myriad couples, the third date is when a relationship shifts from “casual to intentional” (read: when the twosome is ready to consider hooking up). And on Nov. 19 in New York, that sentiment fueled the Greatest Third Date Experience, a launch event for what is billed as the brand’s softest and most flexible non-latex condom—or as Trojan calls it, the G.O.A.T. (Greatest of All Trojan).

Helming the flirtatious affair was dating strategist and creator Benny Hart, who offered his insights on dating with intention and building authentic connections, including observing the transition people often make from wearing a mask to being real with one another. Mood lighting, a “Tell us your greatest third date” installation and elevated f&b were also part of the experience. And, honestly, what’s sexier than gourmet food? (Agency: GCW)

Photo credit: Getty Images for Trojan Brand Condoms

P&G’S WHIMSICAL ‘BEAUTY LAB’ SMELLS WICKED GOOD

Unless you’ve been living under a very large rock, you’ve seen the countless brand collabs that have been built around the much-anticipated release of “Wicked: For Good,” which debuted in theaters on Nov. 21. Among companies tapping into the hype are Procter & Gamble-owned Olay and Secret, which hosted the Olay + Secret Wicked: For Good Beauty Lab event on Nov. 11 in NYC.

The SoHo-based activation promoted the brands’ “Wicked: For Good”-themed, limited-edition collection of body washes and deodorants, which come in two scents, Wickedly Wonderful and Couldn’t Be Lovelier. Throughout the day, consumers could explore a world themed around Elphaba and Glinda, check out hands-on product demos to learn about the science behind the products, view movie-themed projections, participate in photo ops, and take home some pretty magical swag.

Photo credit: Sara Kerens for P&G Olay and Secret

LET THE GAMES BEGIN: PEACOCK PREPS FOR WINTER TENTPOLES

Back in 2018, when NBC was poised to broadcast both the Super Bowl and the Winter Olympics, it unleashed a Best Feb Ever experiential campaign that took fans in four cities by storm. Flash-forward to Nov. 23-25 of this year, and the network was at it again—this time with a third tentpole event to celebrate.

To get audiences pumped up for its forthcoming February events—Super Bowl LX, the 2026 Olympic Winter Games and the Men’s NBA All-Star Game—NBC Sports activated the “Legendary February Triple Threat Contest” at L.A. Live during one of the venue’s busiest weekends. There, fans competed in a QB Toss, a Basketball Jump Shot and a Curling Throw experience for a chance to win the ultimate at-home viewing setup, including a brand-new TV, a premium sound system and “cozy essentials.”

To boot, a few of the stars from “Bel-Air” stopped by on Nov. 25 to participate in the challenges while promoting the show’s fourth and final season. Nothin’ but net. (Agency: Civic, p.r.)

Photos: Courtesy of Peacock

FOR LIONSGATE AND ITS COSTUMED CONVOY, ALL ROADS LEAD TO ROME

Los Angeles is filled with spectacles of all kinds. In fact, one might call the city itself one big spectacle. But even the most seasoned Angelenos couldn’t ignore a Roman convoy charging around area landmarks on Dec. 1. Indeed, Lionsgate Television promoted a new chapter of “Spartacus: House of Ashur” on Starz by turning some of L.A.’s most heavily trafficked locales into scenes straight out of the Coliseum.

A horse-drawn chariot led by Ashur himself, and flanked by armored guards, began its travels on the Venice Beach boardwalk, went down Abbot Kinney Boulevard, hit Sunset Boulevard and ended the journey on Melrose Avenue. Along the route, “displays of dominance,” cryptic messaging and a test of strength designed to determine who was worthy to fight for the House of Ashur brought the scale and drama of the show to life. And the authenticity was top-notch—hand-picked props and wardrobe items used in the activation were guided by “House of Ashur’s” executive producers. (Agency: Thinkingbox)

Photo: Courtesy of Lionsgate Television

More from The Brief:

• The Brief: Turkey Spas and Stonehenge Stunts
• The Brief, Live! Special Edition: Halloween Hijinks

The post The Brief: Roman Convoys and Parking Parties appeared first on Event Marketer.

This week’s hot takes on hot topics in experiential marketing cover pedal-powered mobile shops, colonial-themed commuter pop-ups and The Artifact.

ZICAM CHANNELS PAUL REVERE AT ITS POP-UP APOTHECARY

Halloween is spooky, but we can think of another reason this time of year feels chilling… Germ season is upon us. And to increase awareness of its early cold remedy in Boston, Zicam channeled the Midnight Rider himself, bringing its “Your Cold is Coming” campaign to life on Oct. 24 with a colonial-themed pop-up in Boston Common.

The Zicam Apothecary was built to turn heads in the high-traffic commuter hub with the promise of free hot cider, samples of Zicam Cold Remedy RapidMelts (formulated to shorten the illness when symptoms first start) and tips for reducing the length of a cold. The experience additionally included ambassadors dressed in traditional colonial garb and a real horse that added to the theme. And that’s how you make cold-season history. (Agencies: Rose Gold Collective, experiential; GWC, p.r.)

Photo credit: Zicam

LIME PEDALS THROUGH CITIES WITH ITS MOBILE ‘MORE STORE’

How’s this for a relatable (and slightly depressing) fact: According to Lime, 60 percent of U.S. adults report that they’re too busy to enjoy life. With that stat in mind, the e-scooter- and e-bike-sharing company gave its fall campaign, More Life with Lime, a boost with The More Store.

The “store” was, in fact, a pedal-powered bodega installed on a bike that rolled through Denver, L.A., Seattle and Washington, D.C. this month, to dish out themed giveaways and demonstrate how Lime helps users spend less time getting to their destination and more time enjoying it. In each locale, the brand also enlisted creators to join its team and serve as “clerks” to connect with the community and amplify the campaign.

Consumers who engaged with the mobile shop were in for a variety of surprise-and-delight gifts that reflected how Lime riders can get the most out of wherever they’re going. Think: perfume for first dates, oversized bags for thrift-store shopping runs, bike “helmet hair” care kits to use before interviews, protective earplugs for concerts and key lime pies for family visits. Plus, anyone who stopped by could claim two free rides, and one lucky winner in each city walked away with 400 ride minutes. (Agency: Sense)

Photo credit: Lime

COMMUTERS AND GAMERS WORK TO SOLVE A SCI-FI MYSTERY IN REAL TIME

It’s been a moment or two since a hybrid activation grabbed our attention, so hats off to Alienware and Twitch for crashing into NYC’s Grand Central Terminal with an interactive spaceship pop-up that from Oct. 27–31 engaged (and connected) commuters IRL and streamers and fans at home.

The activation centered around The Artifact, a mysterious vessel that landed at Grand Central and served as a portal to another dimension. Consumers’ mission, should they choose to accept it: to work together to stabilize the portal in real time—before it’s too late.

To participate, up to three people could enter The Artifact, where they encountered an interactive glyph-matching puzzle that had to be solved in a fast-paced setting to restore harmony as frost, smoke, pulses of light and sounds indicated the portal’s instability. But those on-site didn’t have to face the task alone. Millions of Twitch viewers could join the cause to restore the portal in real time via challenges that were led by top streamers.

Once players stabilized The Artifact, a glowing loot box appeared and unveiled Alienware prizes like headsets, keyboards and mice before sending them back through the portal to NYC. To boot, everyone left with a digital photo overlay as a souvenir. Kinda makes E.T. phoning home look like child’s play. (Read more about the hybrid strategy here.)

Photos: Courtesy of Alienware and Twitch

HIGHLANDS AND ISLANDS: THE GLENLIVET LAUNCHES ITS JAMAICA EDITION

For the launch of The Glenlivet 12 Year Old Jamaica Edition, the scotch brand went all in on fusing two distinct cultures through a VIP event at Flyfish Club in Manhattan that celebrated the first liquid in its new Beyond Speyside series.

The Oct. 20 event was hosted by Scottish actor and brand partner Thomas Doherty, featured bespoke cocktails and included a design motif that maintained the vision of Scottish-Jamaican fashion designer Nicholas Daley, who styled the broader launch campaign, and was in attendance.

Meanwhile, renowned chef DeVonn Charles Francis curated bites using flavors like coconut and pineapple in order to honor both “heritage and innovation” in his fare. And then there was the guided scotch-tasting experience that had attendees playing mixologist. Slàinte mhath! (Agency: 160over90)

Photo credit: The Glenlivet

AN ACE UP ITS SLEEVE? PAPAYA UNVEILS THE FIRST WORLD SOLITAIRE CHAMPIONSHIP

Just when you thought UNO’s social clubs were peak card-game experiential, Solitaire has entered the chat. The game has been around for over two centuries, making its way from Napoleon’s card table to Microsoft’s Windows 3 operating system to, now, the first-ever World Solitaire Championship. The inaugural event, hosted by Papaya Gaming, creator of the Solitaire Cash mobile game, is slated to take place in February 2026 at the Temple House in Miami.

Participants from across the globe can earn one of 400 tournament slots by playing their cards right in qualifying competitions that will take place Nov. 3-23 on the Solitaire Cash app. Then, during the weekend-long competition, finalists will be flown in by Papaya for an all-expenses-paid trip, and a shot at winning up to $300,000 in prizes (the champion will take home $150,000). The overarching goal? To transform a game that was originally designed for solo play into a large-scale, community-focused experience. You might say Papaya is holding all the aces.

Image credit: Papaya Gaming

More from The Brief:

• The Brief: Charm Bars and the World Cup ‘Treatment’
• The Brief: Celebrity Dashcams and Studio Cheez

The post The Brief: Pedal-Powered Stores and Alternate Realities appeared first on Event Marketer.