Category: Trade Show, Conference, Event Management
Event Background: Every year, the NACS Show brings together convenience and fuel retailing industry professionals for four days of learning, buying and selling, networking and fun — all designed to help participants grow their bottom line. The event includes a combination of trade show, breakout sessions, social events, and affiliate meetings.
Event Management: The trade show floor was organized around five broad categories (in-store merchandise, technology, facility operations, fuel equipment and services and foodservice), and featured 1,204 exhibitors across the 440,000-square-foot expo. This included 184 exhibitors in the New Exhibitor Area and 36 new companies in the Convenience Catalyst section of the Cool New Products Preview Room, which provided retailers with a unique look at products and services that are relatively new to the convenience channel.
Category: Live Event, Conference, Branding, Visual Identity
Objective: Coordinate and manage the AMXL leadership event in Nashville for 300 Amazon leaders. AMZL is the Amazon-managed network for XL package delivery, assembly, installation and removal. The event included a combination of high-level strategic discussions on a main stage, breakout sessions, social events, and a senior leader fireside chat.
Solution: We created a “trail-blazing” theme for the conference and brought the visuals, colors and images through to every aspect of the 3-day conference. From the welcome reception to the gala awards dinner, we managed flow of the conference and its attendees in an effort to create a seamless experience for Amazon leaders.
Category: Brand Engagement, Event Marketing, Visual Identity
Objective: StubHub wanted to throw the ultimate pre-game party exclusive to fans who purchased their Super Bowl tickets through them.
Solution: For the pre-game party, we created the visual identity and communication strategy that was used across all digital and environmental print assets for the all-inclusive tailgate experience. The all-day event led up to kickoff and treated fans to meet-and-greets, food and drink, football toss with NFL Legends, oversized lawn games and more. Celebrity influencer David Koechner was featured in the StubHub promo video to help promote the pre-game and drive purchase of Super Bowl tickets through StubHub.
Results:
8K+ Pre-game attendees
80+ Custom creative design assets
2.5 Hours spent on avg. at the StubHub Super Bowl pre-game party
Category: Experiential, Event Marketing, Sampling, CPG
Objective: Build brand equity and brand affinity with the Gen Z / Millennial audience in an authentic, memorable, and impactful way. Ensure BACARDÍ is recognized by festival goers as bringing a unique, artistic space to life, true to the Life is Beautiful ethos, that positively changes the perception of the brand.
Solution: BACARDÍ partnered with Life is Beautiful to re-open the iconic Art Motel, creating an experience that went beyond a physical space and connected fans throughout their music journey. From the moment the consumer walked into The BACARDÍ Art Motel they were immersed in an energizing experience that allowed them to “Do What Moves You.”
The space included live sculptures, luggage-inspired art installations and (of course) a specialty festival BACARDÍ cocktail. Interactive rooms were sprinkled throughout, including a Lonely Whale installation, allowing guests to pledge to go straw-less, a disco room, an interactive photo worthy music room, and a speakeasy.
By truly embedding BACARDÍ into the culture of the festival, The BACARDÍ Art Motel became the #1 experience at Life is Beautiful.
Results:
29,779 Total drinks sold
28M Impressions
71% of attendees named Art Motel as the #1 festival experience
Category: B2B, Branding, Trade Show, Live Event
Objective: Create a booth concept centered around the Whirlpool Corporation Manifesto campaign, demonstrating its commitment to builders by addressing their concerns head-on.
Solution: Our booth featured large-print, reasons to believe in Whirlpool Corporation’s comprehensive service offerings. We created highly-saturated imagery that highlighted builders and designers in real work situations and the positive impact they have on the lives of their customers. Added details inside the booth answered the question “Why Whirlpool?” including:
• Purposefully-designed kitchens that brought product features to life, creating an omnichannel experience on the show floor with QR codes to learn more about the appliances
• Kitchen and laundry spaces that demonstrated complete, holistic solutions and showcased how they solve problems
• Welcoming and private spaces to enable relationship-building with customers
Category: B2B, Branding, Trade Show, Live Event
Objective: Give Maytag a large presence at North America’s largest exposition for laundering, dry cleaning, textile care services, supplies, and equipment. The Clean Show is the premiere international trade show for the commercial laundry and linen care industry.
Solution: At the Maytag Commercial Laundry booth we wanted to give Maytag a chance to recognize, reward and further deepen the relationships they have with their distributors and customers. The footprint gave attendees the opportunity to see the latest laundry technology, engage in one-on-one sales rep meetings, get hands-on training and meet the leadership team.
Category: Brand engagement, Experiential, Trade Show
Objective: Show up at the Food & Nutrition Conference & Expo (FNCE) with a bang and have a truly immersive brand experience that touts the affordability and nutritional benefits of Cheerios and Fiber One.
Solution: Conversations happen at the breakfast table. So we invited conference attendees to the Big G Breakfast Table to talk about the benefits, nutrition and affordability of cereal. They climbed on two oversized chairs for a photo op and learned about what’s really inside our cereals from the giant Big G cereal bowl. With conferences being information-sensory overload, where attendees are talked to at every booth, we had to go big to break through.
Category: Brand engagement, Experiential, Sampling Program, Influencer Program, CPG
Objective: To promote the new package design, General Mills wanted to re-introduce Cinnamon Toast Crunch to the LatinX market with a sampling program that invited them into the swirl.
Solution: We created the multi-sensory “Cinnaverse”, an epic, hands-on taste adventure all about Cinnamon Toast Crunch. The experience, targeted to LatinX tweens, allowed attendees to pass through a Cinna-vortex, surf a cinnamon wave and tour the Cinnamoji hall of fame—all while biting into original Cinnamon Toast Crunch creations.
Results:
16 Days
3 Locations
13,000+ Guests
22,000+ Samples
144,000+ Total Impressions
180% to goal attendance
+38 points in purchase intent
Awards:
Event Marketer IT List Top 100
Cinnamon Toast Crunch “Cinnaverse”
Experience Design & Technology Awards
Best Permanent or Pop-Up Retail Experience
Category: Brand engagement, Experiential, Gaming, Tech
Objective: WarpSound is an AI-powered generative music collective led by virtual artists. Each artist has their own line of NFTs, created by Emmy award-winning artist Andy Poon. We needed to find a way for the virtual company to drive fandom in the real world and cement them as the sound of the metaverse.
Solution: We created the Rarity Room platform, launched at NFT NYC, bringing in world-renowned live art battle company Secret Walls. Each WarpSound musician was paired with visual artists, who battled it out to be the winning headliner, in the first of-its-kind live art/live AI-music comp. The audience voted live, influencing the final music + art outcome.
Results:
1M Impressions
2,500+ Attendees
Category: Brand engagement, Experiential, Sampling Program, Influencer Program, CPG
Objective: On our 70th anniversary, reintroduce the Nesquik our target audience once loved as a drink that can still make them smile—now in more ways than ever.
Solution: We created the Nesquik Milk Stop on Santa Monica Promenade for one week. To bring the event to life, we partnered with renowned Chef Jordan Andino to develop two exclusive Nesquik menu items featured at the pop-up. The yellow throwback themed Milk Stop featured multiple branded photo opportunities, a custom "Create Your Own Milk" truck and a human-sized straw slide.
Results:
7 Days
110MM Local Impressions
5X Online Engagement Rate
9,000+ Consumers Immersed in the Brand
+38 Points in purchase intent
Category: Brand engagement, Experiential, Product Launch, Mobile Marketing, Tech
Objective: AT&T and Samsung wanted to enhance the fan experience at AT&T Stadium for Dallas Cowboys fans with 5G and augmented reality.
Solution: We created three destinations around the stadium for fans to come experience the power of AT&T 5G, all on Samsung devices. Outside the stadium, we got fans excited with AR hype up chants. In the club, fans got a deeper look at the field with AR overlays of game plays, scores and player stats. And at retail, we created a locker room where fans could learn more about the players through their jerseys. Then we tied it all back to AT&T and Samsung retail locations for fans to come claim a prize for participation.
Category: Experiential, Product Launch, Sampling Program, CPG
Objective: Launch Lean Cuisine’s new line of Life Cuisine SKUs while overcoming the brand stigma of being outdated, unappealing and tasteless.
Solution: In a first-time partnership with Grubhub and a ghost kitchen, we created a virtual restaurant in Columbus, OH coined Life Cuisine Kitchen to offer convenience-seeking households with a frozen alternative to their favorite dishes. Through the Grubhub app, our virtual restaurant allowed diners to order from an Instagram worthy plated menu showcasing Lean Cuisine’s new line of Life Cuisine SKUs. We provided diners with “Limited Time” Grubhub Perks so they enjoyed their frozen “prepare at home” Life Cuisine meals and delivery free of charge. This allowed consumers to order products completely free and was the first-ever sampling program executed through Grubhub.
Results: During our 14-day activation, 4,100 samples were served for an average of 58.5 per day - which all resulted in a 91% sales lift across Columbus Target locations.
Awards:
2021 Ex Awards
Best Sampling Campaign
2021 Ex Awards
Best Use of Technology or Social Media
