By James Calloway

Angry Orchard built a working video rental store in New York City for two days to mark the 30th anniversary of "Scream" — and 21-and-over consumers walked out with membership cards, cider tastings and a Skeet Ulrich sighting. It's one of five activations that defined experiential marketing this week, alongside a sleep-scored takeover of Grand Central, a Lurpak dining time machine in London and a crowd-controlled "Street Fighter" arena in Times Square.

What happened at the Angry Orchard Video Store?

Angry Orchard, the "Scream" franchise and Fun World, owner of the Ghost Face copyright, teamed up for a Ghost Face-inspired cider in a new variety pack. The partnership called for a '90s-themed experience to match, per the brands.

So on Oct. 2-3 in NYC, the duo recreated the era of physical media with the Angry Orchard Video rental store. Visitors received a customized membership card featuring their photo, which guided them through the experience.

Inside, they could:

• Wander rows of video displays while sipping cider
• Visit a concession stand and prize redemption station
• Snap photos in a traditional photo booth
• Join hard cider tastings
• Catch an appearance by Skeet Ulrich, the original Ghost Face

No late fees were reported. Agencies on the build: Little Red Bean Productions and Golin Ketchum.

Why did Yotel and Hilton set up a 'Sleep Exchange'?

A good night's rest is hard to get in the city that never sleeps — and Yotel and Hilton have the data to prove it.

To launch an exclusive partnership between Yotel properties and the Hilton Honors loyalty program, the brands took over Grand Central Terminal's Vanderbilt Hall on Oct. 8 with a gamified "Sleep Exchange." Inside a hotel lobby-themed space in Yotel's signature purple, consumers found a concierge-style desk and a Sleep Lounge, where sleep scientist and author Dr. Rebecca Robbins met participants one-on-one for personalized guidance on sleep habits.

The numbers tell the story. Through an on-site survey:

• 23% of participants said they have good sleep, scoring 70-79 out of 100
• 46% sleep as little as five to six hours per night

Participants traded their sleep score for prizes, including Hilton Honors points, Yotel stays around the world and sleep-benefit products like a sunrise alarm clock from Yotel partner Lumi.

How did Lurpak celebrate 125 years?

Few brands reach a 125th anniversary. Lurpak marked its milestone with The Lurpak 125 Good Food Vault at Kachette in Shoreditch, London, from Oct. 7-9, part of a multichannel campaign that treated 125 food lovers to a multisensory journey through British cooking history.

Each two-hour dining adventure centered on a "time machine" built from ovens and an interactive conveyor belt. Attendees explored five culinary periods, smashing, experimenting and playing with ingredients to complete their courses.

Fans without a seat at the table could visit Kachette on Oct. 6, unlock the vault door and receive a packaged anniversary cupcake. The agency behind it: Zeal Creative.

What did Paramount do in Times Square?

Paramount Pictures has been promoting its new "Street Fighter" movie hard, but its Oct. 7 activation in NYC may take the cake.

The studio popped up in Times Square with an IRL version of the game, featuring live-action fight sequences and a massive arcade machine that consumers operated to decide which moves the fighters executed next. Cast members, including 50 Cent, made appearances and stepped into the arena themselves to fight it out.

What is Heineken's 'Foosballer Table'?

Heineken's newest global sports partnership is with Baller League, a rapidly growing soccer organization described as a "six-a-side competition with innovative rules, live entertainment and digital-first storytelling."

The brewer built a custom "Foosballer Table" to match: a six-a-side table featuring playable figures in the likeness of 12 top Baller League players, plus pub-inspired details including bar-tap handles, built-in bottle holders, LED lighting and Baller League goal celebrations.

The table will pop up at the Baller League Arena in Dagenham, England, throughout the season, where select fans can compete against UK players, managers and personalities. Limited-edition versions are being installed at Heineken Star Bars and pubs across the UK.

The pattern across all five: brands are trading passive sampling for playable, survey-driven and crowd-controlled experiences — and in Yotel's case, turning consumer complaints into loyalty currency.