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Iconic Landmarks Play Starring Roles in High-Profile Brand Activations

September 6, 2023

Iconic landmarks around the globe can help turn fleeting moments in time into enduring viral sensations viewed by millions worldwide, thanks to the unparalleled reach of social media. A prime example: the Sphere, the hotly anticipated revolutionary immersive venue created by Madison Square Garden Entertainment, that’s set to take Las Vegas by storm starting September 29, when U2 takes the stage for the band’s first of 25 concerts there.

The Sphere's debut as an advertising juggernaut began with a complimentary promotion of the NBA Summer League in July, when its massive round shell, called the “Exosphere,” was transformed into a basketball via its 580K square feet of programmable illumination–so big and bright it can be seen from space. Now, with the YouTube NFL Sunday Ticket deal entering its first year, the two joined forces on the Sphere’s first paid ad, animating the high-tech facade as the helmets of all 32 NFL teams to herald the start of the 2023 season. Watch this space for more show stopping Sphere activations, as it quickly becomes one of the advertising world's most prestigious digital billboards.

On the other side of the world, last month WhatsApp used the iconic Gateway of India in Mumbai as the canvas for a 3D anamorphic display spotlighting the messaging app’s commitment to user privacy and multiple layers of protection. The splashy Gateway of India installations are part of WhatsApp’s global privacy campaign announced in June, which has appeared on social, digital, and broadcast channels, and in print and on billboards across India, and also ran in London in 2022. 

As the largest and fastest-growing coffee shop chain in the UK, Costa Coffee unveiled a creative activation last January in front of Scotland’s Edinburgh Castle–which drew more than 1.3M visitors in 2022–incorporating the picturesque backdrop into the brand’s savvy marketing. Featuring the slogan “Here to get your heart racing,” the heart-shaped inflatable display encouraged visitors to snap photos amidst the stunning historical surroundings, enhancing the overall experience for coffee enthusiasts and tourists alike.

South of the border, Tecate's striking digital billboard on Mexico City’s World Trade Center, the third-tallest building in Mexico’s sprawling capital, illuminated the night sky and integrated dynamically into the city's iconic skyline last year, while no doubt turning the heads of legions of beer drinkers.

Check out a few other unique brand activations tied to landmarks that we track on our platform—>

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