Ikea’s 19-Foot Bag
Ikea created a huge version of their classic blue shopping bag and placed it in New York City. The 19-foot product became a giant symbol of the brand’s value and functionality. Not only did it make a bold statement, it also created an interactive experience for shoppers. Paired with augmented-reality (AR), customers who interacted with the bag could receive discounts, adding a digital feature to this physical campaign. Ikea’s oversized campaign proves that to really capture your audience’s attention, you need to add some level of customer value to the campaign’s experience.
Maybelline’s Giant Tube Mascara
In a particularly creative campaign, Maybelline took to London’s Underground with a stunt that turned an everyday commute into a beauty experience. To promote their Sky High Mascara, Maybelline transformed London Tube carriages and buses into moving advertisements with massive fake eyelashes. As these trains and buses travelled through London, the eyelashes were seen brushing against strategically positioned mascara wands. This oversized marketing stunt became viral on social media, making commuters stop in their tracks and share the spectacle online. However, there was a bit of a twist with this campaign, it was all digital! Despite looking very realistic, the giant mascara wand and lashes were all CGI. It was a clever, eye-catching way to elevate a product online, creating a viral moment for Maybelline.
Marc Jacobs' Giant Tote Bag
Marc Jacobs took oversized marketing to the next level by creating a 27-foot tall, 25-foot wide inflatable version of their classic tote bag, bringing it to the streets of New York City. The campaign was designed to capture attention and turn heads, which it definitely did! Placed on a street in Manhattan, the massive tote was seen by thousands of passersby, who couldn’t resist taking photos with the iconic bag. The inflatable bag didn’t just showcase the brand's product in a playful and dramatic way, it also highlighted how oversized props could create a hugely viral moment for a brand without even having to post online themselves.
Halo Top’s Giant Ice Cream
Halo Top Canada launched a campaign to increase brand awareness and sales by showcasing an oversized 10-foot inflatable tub of salted caramel ice cream. This was no ordinary marketing campaign, it was a strategic move that encompassed fun, physical presence, and interactive promotions. The giant tub was moved across parks and beaches in Toronto, distributing coupons and inviting people to take part in a contest with a luxury weekend getaway as the prize. Halo Top's campaign wasn’t just about a huge spectacle, it had their consumers engaged and excited.
As we've seen, oversized marketing isn't just about inflating huge props, it's about elevating the brand experience in ways that are impossible for consumers to ignore. Whether it’s through AR experiences, interactive elements, or unexpected installations in public spaces, these campaigns are proving that bigger means bolder, more memorable and more engaging. Oversized marketing is about making a statement, encouraging engagement, and ensuring that your brand is the one people can’t stop talking about.
If you find this marketing trend interesting, make sure to check out our 2025 Digital Marketing Trends blog post!
And if you’re looking for more creative ideas on how to capture your own audience’s attention, get in touch with us to have a chat.
Images:
Maybelline
Ikea
Marc Jacobs
Halo Top
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