Cakeworthy x Teletubbies 360 Video Booth at CF Lime Ridge Mall

Booth Empire delivered a branded 360 video booth for the Cakeworthy x Teletubbies retail pop-up on Saturday, February 15, 2025 at CF Lime Ridge Mall, 999 Upper Wentworth Street in Hamilton. The activation supported the Cakeworthy collection launch tied to the Teletubbies 30th anniversary, giving mall guests a shareable branded video experience alongside the retail drop. The booking came through DHX Worldwide Limited, trading as WildBrain, with Madi Scarcello at WildBrain as the lead contact.

The Cakeworthy x Teletubbies Pop-Up

This was a brand-collaboration retail moment built on a character IP anniversary. Cakeworthy’s x Teletubbies collection was the product launch, and the Teletubbies 30th anniversary was the cultural peg the campaign was riding. CF Lime Ridge Mall gave the pop-up a high-traffic Hamilton retail footprint, and the 360 video booth was scoped as the shareable moment that would extend the campaign past the people who physically made it into the store.

That context shaped the format choice. A retail pop-up activation has to do two things at once: give the guests who show up something worth their time, and produce content that reaches audiences who didn’t. A 360 video booth handles both: the in-person experience is high-impact and immediate, and the output is built for the social channels where the campaign actually lives.

Four Branded Video Assets, Four Characters

The creative package leaned directly into the Teletubbies character palette. Four short branded video assets were supplied in green, purple, red, and yellow, reflecting the four Teletubbies characters. Each guest’s video could carry the character color of their choice, applied as a Cakeworthy + Teletubbies branded overlay across the bottom of the clip.

That creative decision is worth flagging because it’s specific to a character-driven collaboration. A generic 360 booth overlay would have applied the same branding to every video. Splitting the overlay into four character-colored assets turned the choice of overlay into part of the experience, let guests identify with a specific character, and produced four distinct visual outputs from the same activation. For a brand collaboration leaning on character identity, the format fit the campaign perfectly.

The branding was applied consistently across every output: Cakeworthy and Teletubbies branding sat across the bottom of every video regardless of which character color the guest selected.

Hashtag Strategy Built Into the Overlay

The creative incorporated two campaign hashtags directly into the video overlay: #CakeworthyxTeletubbies and #Teletubbies30th. That’s not a decoration decision, it’s a distribution decision. When the hashtags are baked into the video asset itself, every guest who posts their clip contributes to the campaign’s discoverability on social without having to remember to type the hashtags into their caption.

Building the hashtags into the overlay is what turns a single guest post into a piece of campaign reach. The 30th-anniversary hashtag specifically ties every share back to the cultural peg the campaign was built around, which compounds visibility for the duration of the pop-up and beyond.

Format Clarification: 360 Video, Not Glambot

Some internal emails referred to this activation as a “Glambot,” but the signed contract and subsequent legal discussion confirm the service provided was a video-only 360 booth. The distinction matters because the two formats produce materially different output, command different pricing, and require different equipment.

The activation did not produce physical prints, did not capture attendee information into an AI system, and did not use the robotic camera arm that defines a true Glambot rental. The legal-discussion context is specifically what settled the format question: when contract language and operational reality need to be reconciled, the signed agreement is the source of truth. Accurate service classification matters both for prospective clients researching formats and for the integrity of the case study library.

Retail Pop-Up Activation Window

The booth ran from 12:00 p.m. to 4:00 p.m. with setup starting at approximately 10:00 a.m. That timing reflects how a retail pop-up activation actually works inside a shopping mall: setup happens before peak foot traffic, the activation runs through the midday window when the mall is at its busiest, and teardown happens at the close of the pop-up day.

The midday mall window is the prime activation period for a retail pop-up because that’s when the most guests are moving through the space. A four-hour window is long enough to capture meaningful volume without requiring a full-day commitment, which fits how pop-ups are typically scoped.

Activation by the Numbers

• 65 videos captured across the four-hour window
• 4 hours of activation (12:00 p.m. to 4:00 p.m.)
• 10:00 a.m. setup ahead of the midday activation window
• Four character-colored overlays (green, purple, red, yellow) reflecting the four Teletubbies
• Digital delivery - no physical prints, no AI
• Sharing and viewing analytics available through the platform for post-event reporting

Across the four-hour window the booth captured 65 videos, all delivered digitally to guests. Because the output was video and the delivery was digital, sharing and viewing analytics were available through the platform for post-event reporting - which let WildBrain and Cakeworthy measure reach beyond the people who physically came through the pop-up.

360 Video Booths for Retail Pop-Ups

Retail pop-ups thrive on shareable moments. The more guests post, the more the campaign reaches audiences who never made it to the mall. The 360 video booth is purpose-built for this: it produces high-impact branded content that guests immediately text or post, extending the pop-up’s reach well beyond the physical foot traffic.

For a character-driven brand collaboration like Cakeworthy x Teletubbies that leaned heavily on visual identity and character colors, the format fit naturally. The four-character overlay structure turned the activation into a piece of campaign creative rather than just a photo opportunity next to the retail floor.

Booth Empire builds branded 360 video booth activations for retail pop-ups, brand launches, and collaboration events across Canada and the United States. Every video overlay is custom-designed around the campaign’s visual identity. Tell us about your pop-up, see more Hamilton activations, or browse the full case study library.