One of the most exciting marketing trends taking over both physical spaces and social media feeds is the rise of larger-than-life, oversized marketing installations. From towering inflatables to massive 3D props, these campaigns are impossible to ignore—and incredibly effective. One of the most viral examples was the giant Kim Kardashian Skims inflatable swimsuit that appeared in Times Square, stopping pedestrians and scrolls alike. But oversized marketing didn’t start there, and it’s certainly not ending anytime soon.
This bold approach stems from guerrilla marketing, a strategy that’s been around since the 1980s and focuses on unconventional tactics to create memorable brand experiences (Did you know that’s how we got started in 1985? Yep, giant inflatables!). But today’s oversized campaigns are turning the volume all the way up—delivering “wow” moments in public spaces that are impossible to replicate with a digital ad or online banner.
While some brands are opting for CGI versions of these experiences, nothing quite compares to the real thing.
WHY IRL OVERSIZED MARKETING STEALS THE SHOW
It’s real – and that matters.
In a world overflowing with filters, AI, and digital illusions, consumers are craving authenticity. Real-world installations are tangible. You can see them, touch them, walk around them—and that creates an emotional connection that CGI simply can’t match.
People talk about it.
When someone stumbles upon a giant product replica or oversized display in their city, chances are they’re taking a photo—and sharing it. Did it even happen if you don’t post on your socials? Social media thrives on the unexpected, and these physical moments spark organic user-generated content, giving brands extended reach without extra ad spend.
It’s reusable and tour-ready.
One major benefit of physical marketing pieces is that they can travel. Many brands reuse their oversized elements at festivals, pop-ups, or national tours. Think of Taylor Swift’s inflatable friendship bracelet at her stadium shows—iconic, mobile, and consistently shared online.
It creates immersive experiences.
Beyond being eye-catching, IRL installations can be interactive. Ikea’s 19-foot blue bag wasn’t just a visual stunt—it integrated Augmented Reality (AR) and QR codes for on-the-spot discounts. These experiences blend the physical and digital worlds in ways that deepen consumer engagement.
SO WHY EVEN CONSIDER CGI?
To be fair, CGI has its place. It offers creative freedom, complete control, and doesn’t require city permits or weather forecasts. Campaigns like Maybelline’s 2023 giant mascara tube in London’s Underground were visually striking—but they weren’t real. And that’s a key drawback.
CGI can be expensive, short-lived, and emotionally distant. It’s also inaccessible for many smaller brands who lack the budget or team to execute high-quality animations. Most importantly, CGI can’t replace the excitement and sense of discovery that comes from encountering a real-life activation on your daily commute or walk through the city.
THE REAL DEAL WINS
The magic of IRL marketing is that it brings brand storytelling into the real world—literally. These installations cut through the digital noise, offer genuine connection, and become talking points moments long after the campaign ends.
Sure, we can’t install an inflatable on the Statue of Liberty or hang one off Big Ben – although we did install king kong hanging off a sky scraper in the 90’s – but we can create powerful, permitted displays that transform urban spaces and spark real reactions. A favorite of ours? Each year in our hometown of Cincinnati, we team up with WEBN’s Fireworks Show to decorate the city’s iconic Cincinnatus statue. It’s bold, it’s memorable, and most importantly—it’s real.
If you’re looking to create marketing that turns heads, starts conversations, and lives beyond a 15-second clip, oversized IRL installations are the way to go.
Check out the gallery below to see what types of oversized marketing and larger-than-life inflatables we’ve been doing for years! Want to see more?
