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Amp spotlight: Members choose the top campaigns, including everything from a life-size Polly Pocket from Mattel and Airbnb to a Taylor Swift “Eras Tour” hack

Experiential marketing is always evolving, and the industry is poised to outpace prepandemic spending this year. It’s no surprise, then, that 2024 has already proved to be a landmark year for experiential campaigns. From a nostalgia-packed stay at Polly Pocket’s home to a dupe McDonald’s pop-up, creativity in this arena has been flowing.

With a wealth of impactful, original and delightful campaigns already in the books for 2024, we decided to bring back Ad Age Studio 30’s popular Best of Experiential roundup. This edition features insights from our esteemed panel of Amp insiders, shining a light on the year’s most inspiring and noteworthy work while showcasing the power of brand experiences that truly resonate.

Best Immersive Nostalgia: Airbnb and Mattel, Polly Pocket Slumber Party Fun house

Littleton, Massachusetts  | September-October 2024 | In-house

It’s what childhood dreams are made of: a stay at the miniature home of Polly Pocket. Airbnb and Mattel celebrated the doll’s 35th anniversary, building a life-size version of the two-story Slumber Party Fun compact—including a closet filled with Polly’s signature looks.

Macaela VanderMost, Newfangled Studios

Credit: Newfangled Studios

“They transformed a childhood icon into a real-life ’90s dream house, complete with oversize furniture and retro vibes,” said Macaela VanderMost, founder and CEO at Newfangled Studios. “This campaign was about creating a shareable experience. Airbnb tapped into that perfectly, generating tons of buzz and showing how travel can be about connecting with friends and reliving those fun childhood memories.”

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