In pictures: Google and Microsoft activations at AWE 2015

Google, Coca-Cola and Microsoft were among the brands activating at four-day marketing conference Advertising Week Europe (AWE) last week (23-27 March).

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AWE was hosted in Piccadilly London and used 195 Bafta as a central base. ‘Gold’ partners of the event were ITV, Google, Microsoft, News UK, Getty Images and Dennis Publishing.

Microsoft Advertising collaborated with Californian customisation company The Ave Venice to host an experiential zone in a temporary structure outside the main venue. Guests were invited to try out the tech brand’s latest innovation that let users send a tweet with their eyes.

Those that tried out the tech were gifted with a customised t-shirt printed in the pop-up by The Ave Venice. 

Next door to the Microsoft activation, News UK hosted a café and an outdoor area where delegates could pick up a bag of sweets and relax on branded cushions. Bloomberg Business also hosted a pop-up café area, while Dennis Publishing hosted a green, outdoor mini-forest area in support of charity The Heart of England Forest.

Inside 195 Bafta, delegates could meet in Google’s lounge area and charge their devices. Thirsty guests were also encouraged to try out Coca-Cola’s ‘Hug me’ vending machine, which gave out free drinks when embraced. 

Final visitor numbers from the event are expected to be released early this week. Tracy Halliwell, director of major events and business tourism at London & Partners, said: "AWE 2015 has been a phenomenal success with record numbers of events, a roster of world-famous speakers and more attendees than ever before.

"It is a superb platform for driving forward creative thinking, fostering collaboration and showcasing London’s creative dynamism. It’s been an honour to host this prestigious event in London and we look forward to supporting the growth and development of the week in years to come."

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