FIVE THINGS TO KNOW THIS WEEK
This week’s hot takes on hot topics in experiential marketing cover the Million Cheese Ball Challenge, The House of Lexus and an ’80s-themed mall takeover.
MALL MADNESS: FX TEASES ‘THE SHARDS’ WITH AN ’80s-THEMED ACTIVATION
Back in the 1980s, shopping malls were full-blown entertainment destinations for teens, so to build hype for its new L.A.-based, ’80s-era high school drama, “The Shards,” FX replicated a quintessential mall experience from the era with a takeover at the Sherman Oaks Galleria in California.
From Aug. 1-2, FX transported consumers back in time alongside a handful of modern and nostalgic brands (with the latter harkening back to their original ’80s logos and designs) that kicked the retro vibes up a notch.
While on-site, with the swipe of a collectible “credit card,” attendees could engage in a range of throwback experiences, like tossing on headphones and flipping through a collection of famous vinyl albums while listening to nostalgic tracks via ’80s-inspired turntables at Licorice Pizza’s Listening Station Powered by RadioShack.
There was also Maybelline’s Fit Me Matching Kiosk, where beauty fans got shade-matched for foundation by a professional makeup artist, and scored free products designed to help them create the ultimate ’80s glam look at home, along with The Fit, an area where attendees snagged custom, heat-pressed t-shirts featuring nostalgic graphics.
Also on tap: retro arcade games, a photo booth that yielded a physical takeaway, a sneak peek at “The Shards” in the movie theater pop-up space, and free soft serve in nostalgic flavors at a retro scoop shop were provided by Creamy Boys Ice Cream.
The only thing the ’80s playground was missing was an over-the-top movie montage. (Agency: Civic, p.r.)
Photos: Courtesy of FX
THIS SELF-DEFENSE CLASS WAS HELD IN AN IRL ‘MORTAL KOMBAT’ ARENA
Fellow millennials may recall spending their youth happily participating in the blood bath that was Mortal Kombat II. So when HBO Max set out to promote a film based on the iconic video game, it was only fitting that a self-defense class serve as the format.
To celebrate the movie’s streaming debut, HBO on July 25 took over California’s Venice Beach Handball Courts with a “Finish Him” event that supported TAKE Defense. The brand transformed the outdoor venue into an IRL Mortal Kombat arena, where its free women’s combat workshop was hosted. (Another example of the women’s fitness activation trend in action.)
While on-site, participants learned functional fitness and self-defense techniques from Noah Neiman, co-founder of group fitness org The Pack, and Cesalina Gracie, renowned women’s self-defense expert.
They also picked up tips from Adeline Rudolph, who plays Kitana in “Mortal Kombat II.” The actor took the stage to discuss the physical training that prepped her for the role, and to demonstrate combat skills. No steel fans included.
Photo credit: Nero Media
BUDWEISER HITS THE DUSTY TRAIL WITH A MOBILE MUSEUM
While the U.S. has been celebrating its 250th birthday this year, Bud has been raising a glass to its 150th anniversary through a series of events anchored by the Budweiser 150 Museum Trailer, a mobile experience that showcases milestones from the brand’s lengthy history.
On board the trailer, visitors can explore curated exhibits featuring historical artifacts, archival chronicles and digital content that shines a spotlight on notable Budweiser campaigns and Super Bowl commercials over the years.
Launched at Anheuser-Busch’s annual Sales and Marketing Communications Meeting (SAMCOM), the Budweiser 150 Museum Trailer welcomed 500-plus visitors on its first day. The unit then went on to make stops at major events, like the Super Bowl, plus brewery activations, regional sporting events, including St. Louis Cardinals games, the UFC Freedom 250 events in Washington, D.C., and MLB All-Star Week in Philadelphia. xxxx (Agency: Switch)
Photos: Courtesy of Budweiser
THE LEXUS HOUSE OFFERS SURF-INSPIRED HOSPITALITY AND COLLECTIBLE SWAG
For a third year in a row, Lexus, the Official Automotive Partner of the World Surf League, teamed up with Complex to make waves with fans at the Lexus US Open of Surfing, hosted July 25 to Aug. 2 in Huntington Beach, CA. And it was all about making attendees feel appreciated.
Using the beachside Lexus House footprint as an anchor, the brands delivered a nine-day activation that combined the automaker’s Japanese hospitality philosophy, “Omotenashi,” with surf culture and community.
Among highlights: daily giveaways from designer Jeff Yokoyama’s capsule collection (crafted with upcycled materials) that spaend tees, towels and hats, plus a collectible surfboard that was dropped on the final weekend of the competition, and drew the event’s biggest crowds.
Meet-and-greets with Lexus surf ambassadors Griffin Colapinto and Caroline Marks, a custom “Surf LX” vehicle on display alongside other models, and bites whipped up by brand “Culinary Master” Tiffany Derry were also in the mix.
Photos: Courtesy of Lexus
UTZ’S ‘MILLION CHEESE BALL CHALLENGE’ ADDS FLAVOR TO BEER BOWL
Utz may be known for its savory snacks, but there was nothing cheesy about leveraging its Beer Bowl 2026 sponsorship to raise $1.26 million for the Eagles Autism Foundation.
Yes indeed, on June 25, the brand teamed up with the “Garage Beer” podcast at the charitable event in Sea Isle City, NJ, to cram a whole lot of the brand’s Cheese Balls into a glass-walled pool. Those brave enough to participate in the “Million Cheese Ball Challenge” jumped in and searched for orange, “Garage Beer”-branded ping-pong balls.
While the Cheese Ball pool became the biggest draw, Utz’s sponsorship also encompassed a branded boat on display, a fan tent dishing out free snacks, DIY stations where attendees could customize drink holders and pretzel necklaces, and a range of celebrity appearances and competitive team challenges.
All told, the brand topped its 2025 record of $1 million raised, and made dreams of swimming in cheese come true.
Image: Courtesy of Utz
