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

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

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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

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

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Outdoor adventure sports competitions have become experiential hotspots for brands like Dunkin’, which sponsored the 2026 Toyota U.S. Grand Prix Freeski and Halfpipe Finals in Aspen, CO. Across both weekends of the event, attendees in the vendor village were welcomed into a branded space to thaw out with the aid of complimentary hot Dunkin’ beverages before heading up the mountain to watch the competition.

On their way up the incline, fans could also snap photos in a branded gondola, with the picturesque winter scene as their backdrop. Oh, and it was pretty hard to miss the big, “steaming” Dunkin’ coffee cup installation that was positioned on the mountain for maximum visibility.

Like its American counterpart, pickleball, padel has been thriving in Europe thanks to its position as a more accessible sport than tennis. But accessibility isn’t quite the vibe at upscale French ski resort Courchevel, where Lacoste has set up shop with two permanent, branded padel courts. The facility was built to withstand harsh weather conditions year-round, with features like a geothermal heating system, making padel play possible in the winter.

Lacoste is further cementing its positioning as a lifestyle brand via the partnership with an exclusive branded “corner” that will be installed at the resort’s Ineos Club House restaurant, and a forthcoming Courchevel x Lacoste clothing collection.

Kiehl’s has been leveraging mountaintop activations over the last few years, and in 2026, the brand doubled down on its efforts through a new multi-resort partnership with certain Ikon Pass destinations, and the extension of its Jackson Hole Mountain Resort sponsorship. Experiential aspects span retail and sampling programs; brand takeovers, including “Kiehl’s Weekends” featuring upscale, après-ski programming and slopeside sampling; and the brand’s insertion in cultural moments, like Jackson Hole’s Rendezvous Music Festival.

Then there’s L’Oreal, which took a group of creators on a three-day, high-brow community trip to Val-d’Isère in the French Alps for a resort takeover and “Glacier Glitch” experience that showcased products like the brand’s Glass Skin Mask.

Touchpoints on tap: a sleek, ice-themed outdoor lunch with a live dj, a product-inspired slumber party, après-themed f&b experiences, and stunts, like influencers skiing down the mountain wearing nothing but satin pajamas and the skin mask. (This also reminds us of CeraVe, which last year sent its mascots to the slopes to ride the chair lift and ski alongside consumers.)

For Coors Light, which brought its Coors Chill at the Hill experience to Canada, it was all about good vibes, with analog snowboarding simulators, places to sit and chill, a photo op, swag, and high-energy brand ambassadors sporting branded snowsuits. The brand also activated its sponsorship of the 2026 Pond Hockey Classic with a mobile sampling trailer.

Brands that aren’t afraid to take on the great outdoors year-round? Now that’s how you play it cool.

Photo credits: CNC Agency; Kiehl’s

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• Inside the First-Ever ‘X Games Aspen Driven by Jeep’ Title Sponsorship
• Crisp Air and Crispy Chicken: KFC Crafts the First-ever Winterized Basketball Court

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

But let’s push pause for a moment, and look back at one place where the trend bubbled up. Reddit’s Grand-Ex winning Explorers Club activation at Cannes Lions 2023 featured chunky installations and a massive welcome billboard of real-time “Comments from Cannes” from Redditors. Passersby pressed oversized physical buttons underneath to either up or down vote the comments. Talk about voting with confidence.

And like Reddit, digital platform Pinterest is taking an analog approach to its experiences with touch-worthy scenic and activations that have audiences going beyond the swipe and scroll, and transforming curation into something visceral and personal. At Cannes Lions 2025, the brand created The Pinterest Manifestival, featuring a host of activations including the Pinterest Patisserie, gamified with physical dials and levers and that dished out a custom dessert based on those actions and preferences.

As Judy Lee, senior director-global brand experiences at Pinterest, told us this week: “I’m working on leaving behind the ‘reel life’ and being an active participant in ‘real life.’ It’s easy to become isolated when my devices are the main way I connect with people. I’m very curious about the ‘going analog’ trend and getting back to things that I love doing that don’t require a device.”

At CES 2026, game show-style push buttons could be found in booths all across the show floors. Inside AARP’s AgeTech Collaborative booth, striking digital content could be manipulated by turn dials, while a survey at the end of the experience powered by push buttons helped reinforce the messaging. Abbott Laboratories similarly sparked conversations about its partner innovations with a push-button quiz moment manned by a product expert. Mind-body connection? No-fuss accessibility? We’re pressing play on this one.

Featured image credit: Rachel Boucher, Event Marketer

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• Experiential Marketing Trend of the Week: Train Takeovers
• Experiential Marketing Trend of the Week: Creature Comforts

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To promote the debut of “Harry Potter: The Full-Cast Audio Editions,” Audible launched a global campaign that included a vintage steam train journey on the Audible Express. In November, a replica of the Hogwarts Express pulled into Sydney Central Station in Australia to welcome roughly 900 consumers aboard, who received souvenir passports and enjoyed a listening experience featuring chapters from the new audiobook. A sweets trolley with house colors came out during the sorting hat scene, adding to the immersion.

Coca-Cola put its own spin on “The Polar Express” by popping up The Coca-Cola Holiday Express activation on the lawn near World of Coca-Cola in Atlanta. The bright-red, festive train station featured a branded locomotive, and inside, cheerful conductors guided passengers on an enchanting “ride” from the North Pole to the South Pole and back—all without leaving the park. Along the way, they could sing along to seasonal tunes and watch animations of holiday scenes on the train car windows.

How how about this next-gen spin: Last summer, ESPN’s fully branded E train rolled into service in New York City for one day in August to commemorate the launch of its all-new d-to-c streaming service and enhanced ESPN App. Iconic tri-state-area sports and college mascots boarded the train for its inaugural ride, and Stephen A. Smith, host of “First Take,” voiced announcements on the subway platform. Brand reps at the World Trade Center station, where the E line starts, shared information on the new ESPN App with commuters, and the G-Line, the official drumline of the New York Giants, amped up the energy.

Full steam ahead.

Featured image credit: Redscope Films/Audible

Related:

• Experiential Marketing Trend of the Week: Creature Comforts
• Experiential Marketing Trend of the Week: Iconic Sculptures

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