ATM-generated ‘Hokens’ is brilliant – this is EXACTLY what I was referring to in my previous 2025 predictions post:
We see the smart brands begin focusing on outside-of-the-home activations – IRL experiences to generate brand awareness and build community. I think we will see a lot more brick-and-mortar stores, pop-ups, and in-person engagement. We're going to see the smart brands focus on deploying non-digital strategies – more analog than AI – this will help stand out from all the digital noise.
Related: Severance activation in Grand Central Station is another example of an out-of-home cultural moment.