Experiential activations are on full display during awards season and we are always keeping our eyes open for great ideas. With the Golden Globes this last Sunday, we were inspired by some very engaging new activations.
As the official Champagne for the Golden Globes, Moët & Chandon started off the evening with a gold and black checkered bar at the end of the red carpet. In addition to being a great first touch for guests, this activation contributed to the greater good with Moët & Chandon’s “Toast for a Cause”. Celebrities were asked to give a toast with Impérial mini bottles and in doing so, the French Champagne company donated $1,000 to the charity of the celebrity's choice. Once in the Beverly Hilton, Lavazza created a pop-up cafe where celebs tasted their signature Coffeetail No. 51 or the famed Coffee Caviar. Kafa, a single origin product that will be re-launched in 2017 in the US, was also served to the lucky few in black cups with real gold detail, designed specifically for the event (image below).
The Weinstein/Netflix Golden Globe Party showed first-hand some important event trends for 2017. Paying homage to this year’s Pantone of the year- Greenery- the event space was covered in hanging plant life. Moët & Chandon was once again present with their very own vending machine (image below, and we want one in our office!) Guests were given golden tokens in order to get their very own bubbly apéritif. If guests wanted something a little less bubbly to drink, Lindt offered themed cocktails using ingredients inspired by its chocolate bars.