Christmas brand activation highlights of 2014

This year's festive season was jam-packed with brands getting in on experiential action. So as a gift to you, here is a selection of Event's most-read Christmas activation stories.

Monty the Penguin took over John Lewis' London roof terrace
Monty the Penguin took over John Lewis' London roof terrace

In pictures: Coca-Cola Christmas truck tour 

It’s appeared in many of Event’s top story roundups of the year, proving that the iconic tour of the Coca-Cola truck still is an incredibly popular activation. Experiential marketing agency Square Melon has brought the sampling vehicle to 45 locations throughout December, championing Coca-Cola’s ‘Holiday’s are Coming’ Christmas campaign.

In pictures: John Lewis partners with Samsung for Monty's Winter Garden

Agency PrettyGreen was enlisted by John Lewis to reopen its Oxford Street roof terrace as a Christmas destination, featuring the star of its TV advert, Monty The Penguin, and electronics from Samsung. The activation included a hot chocolate bar, the hi-tec Monty’s House, a cosy snug and a biscuit-decorating station.

Tequila Patrón takes on A Christmas Carol

Mexican drinks brand Tequila Patrón enlisted creative collaborative The Robin Collective to create A Christmas Carol-themed pop-up in London's Town Hall Hotel in Bethnal Green. The immersive tequila-inspired Christmas journey featured complimentary ultra-premium Patrón cocktails, music and entertainment in three parts: past, present and future.

Chanel reveals Christmas activations for London store

Designer beauty brand Chanel created a giant advent calendar in its Covent Garden retail store, which revealed a new gift, event or treat every day until Christmas. These included appearances from nail artist Jessica Hoffman, fashion illustrator Jason Brooks and Chanel’s own calligrapher.

In pictures: Old Speckled Hen launches pop-up Christmas pub

The Old Speckled Haven one-day pop-up pub from the Green King ale brand aimed to provide patrons with a place to relax before the busy Christmas period. Taking over the Masons Arms pub, near Oxford Street in London on 3 December, Old Speckled Hen gave guests the chance to order their bar purchases via social media and enjoy a free gift-wrapping service from Old Speckled Hen’s ‘Ale elves’.

In pictures: Heathrow hires Fisher for T2 Christmas activation

Fisher Productions erected a 90 foot-plus interactive vinyl Christmas tree at Heathrow Airport's Terminal Two as part of its festive campaign. Located in the covered courtyard at Terminal Two: The Queen's Terminal, the graphic featured festoons of lights triggered to flash and dance by passengers who tweeted Christmas greetings using the hashtag #T2Christmas.

Groupon to open interactive Christmas Grotto

Online marketplace Groupon opened a one-day experiential Christmas pop-up in Soho on 4 December. Created by communications agency Brands2Life, the grotto featured events such as whisky and wine tasting, pork pie and candlestick making and French macaron decorating, as well as a nail and make-up bar.

Baileys launches Christmas pop-up roadshow

Agency TRO was tasked by drinks brand Baileys to create a festive sampling campaign to target 25-35 year-olds. Starting at Birmingham’s Bullring shopping centre in November, the tour saw brand ambassadors serve samples of Baileys Original Irish Cream and the latest addition to the range, Baileys Chocolat Luxe, from a luxurious pop-up shop.

Hailo and Kabuto Noodles launch Christmas taxis

Christmas shoppers in London, Leeds and Manchester were given the star treatment in December thanks to a partnership between taxi app Hailo and Kabuto Noodles. Passengers in the specially-branded cabs were provided with a Christmas Pack filled with Kabuto Noodles, wrapping paper and ribbons, offered lunch and champagne whilst being driven to the shops and advised on their gift choices by an expert Kabuto personal shopper.

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