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Our challenge was to appeal to a digitally savvy group of San Francisco-based foodie bloggers during an interactive cooking demonstration with Negra Modelo aficionado and world-renowned chef, Chef Rick Bayless.
To generate the largest social buzz for Negra Modelo while leveraging their existing partnership with Bayless, we opted to build a fully functional Twitter Vending Machine (TVM) designed to highlight Negra Modelo’s position as “the perfect complement” to good food – the brand’s credo. As one of our foodie bloggers approached the TVM, they were met with a series of pre-populated tweets displayed on a tablet mounted to the machine. These tweets ranged from “There are few things in life better than a @NegraModeloUSA and ______________” to “My favorite food to pair with @NegraModeloUSA? Easy. ___________.” After filling in the blank and posting their tweet, the TVM dispensed a branded product like a cutting board, bottle opener, branded chef jacket, or a USB thumb drive containing some of Bayless’ most prized recipes.
During the two-hour event...
- @NegraModeloUSA & #ThePerfectComplement were delivered to 2.2 million Twitter timelines
- #NegraModelo was delivered to 648,615 Twitter timelines
- Generated 267 positive branded tweets
- Increased @NegraModeloUSA’s Twitter following by 18%
Modelo Especial called for an interactive way to engage its multicultural consumers throughout the international soccer season, while capturing as many consumer data points as possible.
We developed a two-player tablet app shootout game where the consumer swiped the screen to “kick" a soccer ball into a net covered by a goalie. Not only did this offer a fun and engaging experience for the consumer during on-premise events, it also gave Modelo Especial the opportunity to capture key consumer data points from its target demographic.
Our goal was to redesign Tsamma Watermelon Juice’s outdated brand website in an effort to increase the site’s overall functionality, build brand awareness, and align with the updated brand guidelines that we created.
We produced a beautifully-designed responsive website that helped usher Tsamma into the modern era of fully functional, mobile-friendly websites. Tsamma’s new site is outfitted with a brand story page, e-commerce shopping cart, robust store locator and a blog/events page. Legacy also provided a robust SEO strategy utilizing specific metadata, alt tags, keywords, and social-sharing incentives to ensure top tier status in search results.
- Build strategic brand partnership between Tic Tac and Universal’s Minions movie franchise
- Promote regular engagement with both brands, and promote awareness of new flavors and the upcoming film releases
- Drive sales
Legacy custom-designed and developed an interactive sweepstakes microsite that gave participants a chance to win a variety of prizes. The mechanics of the sweepstakes were oriented to facilitate repeat visits on a daily basis, and to encourage sharing on various social networks. The site was responsively designed with a mobile-first philosophy in order to accommodate the myriad screen sizes currently on the mobile/tablet landscape.
- Site was awarded a 2015 WMA WebAward for Outstanding Achievement in Web Development
- Site received over 1.6 million page views from over 965 thousand unique visitors over the course of summer 2015. Site received an additional 5 million impressions on social networks from users sharing online.
IMEX America is the world’s largest gathering of American MICE (meetings, incentives, conferencing, exhibitions) professionals. Hilton Worldwide was looking for a way to engage IMEX attendees during their time at the Hilton booth at IMEX. In addition, Hilton wanted to provide attendees with a meaningful experience by building on their current theme of “connections” while also highlight the many brand locations internationally.
With the goal of showing attendees how they were connected to one another, Legacy custom designed and developed an interactive display showing schools, industries and locations in common between attendees. Users were prompted to login to their LinkedIn account to participate. To increase engagement, Hilton offered users access to WIFI in addition to a coffee gift card. The interactive display featured users profile images to more easily identify one another as well prominently displayed Hilton hotel locations and information. The interactive display was unified into the booth setup and shown on two 90” televisions opposite one another in a café area, where users could relax and charge their phones in between meetings.
This tactic prompted several hundred IMEX attendees to participate and network with eachother. As a whole, the event helped solidify the Hilton brand as a connector of people, places, and things.
Our objective was to build brand awareness for Negra Modelo, while providing an online home for branded content. We looked to incorporate Negra Modelo's newly formed social channels, while highlighting the brand's partnership with Rick Bayless.
To provide an online home for consumer interaction with Negra Modelo, Legacy crafted a website with a unique brand story centering on a food and beer pairing. The site features consumers’ tweets on the homepage through social media integration, providing the consumer with an easy way to interact and be acknowledged by Negra Modelo. Additional content including recipes, brand videos and brand story provide the consumer with an opportunity to learn more about Negra Modelo ‘s history and also provide the user with tangible assets (recipes) they can use to interact with the brand.
Microsoft wanted to create an engaging and interactive digital activation for their 2015 Worldwide Partner Conference - an annual networking convention attended by over 15,000 participants from 135 countries. The activation needed to demonstrate the scope of the company’s Partner base and the breadth of their technology capabilities.
First, Legacy delivered the WPC Data Visualizer: a set of six 46-inch screens displaying animations and info graphics about the attendees. This tactic captured social activity including over 50,000 tweets from over 11,000 unique contributors visiting from around the world. It also aggregated info about the 2,000 companies in attendance representing 18 different industries and 26 unique core competencies. Second, Legacy delivered a WPC Tweet Machine that allowed attendees to tweet out a branded message in exchange for a free prize. The machine featured a Raspberry Pi, a Particle Photon microcontroller, and a 3D-printed tablet mount for the Windows user interface. Considered a “smashing success,” many attendees were willing to wait in long lines in order to participate.
Introduce Dead Bolt Wine to the trade and distributors through a unique event experience to increase awareness and passion for Dead Bolt Wine. Reinforce Dead Bolt’s ‘Dare to be Different’ platform in alignment with Alcatraz Island through the “break into it” event thematic.
We invited key influencers to San Francisco for a week of launch activities. The kickoff event was a tour at the company’s vineyard— and prior to this, Dead Bolt partnered with a key account, Hard Rock Café, to host a pre-party on the former prison island of Alcatraz.
Leading up to the party, Dead Bolt promoted via social and paid media a contest to find a band to open for its headliner, platinum-selling alt-rock band Young the Giant. This added a consumer element to what was otherwise a trade-oriented campaign: Not only did music fans nominate bands for the honor, but they also voted on the subsequent shortlist of 10 finalists.
The party itself began with 250 guests getting mug shots taken at Pier 33 before being ferried to Alcatraz Island, where they were given a private tour by National Park Rangers before enjoying cocktails in the mess hall. From there, models dressed as prison guards escorted guests onto a yacht where they could design custom T-shirts, sip cocktails, and watch Young the Giant in concert, followed by a meet-and-greet with the band.
Dead Bolt met their objectives of creating lasting relationships with key clients by providing them with a once in a lifetime experience.
IMEX America is the world’s largest gathering of American Meetings, Incentives, Conferencing and Exhibitions (MICE) professionals. Hilton Worldwide was looking for a way to engage IMEX attendees during their time at the Hilton booth at IMEX while also providing attendees a meaningful experience by building on their current brand objective of facilitating connections. It was apparent to us that the traditional trade show format was not ideal for creating these powerful connections, so we aimed to change that.
Imagine you are at a conference and are the biggest buyer of widgets in the world. The biggest seller of widgets in the world could be standing just a few feet away from you and you would have never known, potentially missing out on a huge business opportunity. The goal of the Hilton Connect Café was to make sure these missed opportunities were a thing of the past at IMEX America and facilitate powerful connections between conference attendees. To accomplish this goal, Legacy custom designed and developed an interactive display, powered by LinkedIn, showing schools, industries and locations in common between conference attendees. Upon entering the Café, users were prompted to login to their LinkedIn accounts, at which time their information was gathered and displayed on the live display screen. To increase engagement, Hilton offered users access to free WIFI as well as Starbucks gift cards. At its core, the Hilton Connect Café was an interactive experience that merged the digital connections of LinkedIn with real people at the event.
The interactive display featured the following:
- Animated Global Maps: Showing Hilton’s flagship locations around the world, providing a visual demonstration of the scope of Hilton’s reach while guests immersed themselves in the brand’s mantra of “connections” first hand
- Recently logged in users: Upon logging in, the users’ LinkedIn profile would be displayed under “recently logged in users”, prompting welcoming conversation between attendees
- Locations in common: Guests of the Café could see what part of the world different attendees were from and which attendees were from similar locations as themselves
- Industries in common: Whether the attendee’s goal was to network within their own industry or branch out to another, the Hilton Connect Café provided that information in real-time
- Schools in common: Everyone loves reliving their college days, and the Connect Café made that possible by telling guests who in the café also graduated from their alma mater
The café also featured couches, tables, and a number of phone charging stations in a large footprint between two 90” interactive displays – providing a place for guests to unwind, get a charge, and network in the most effective and efficient way possible – by connecting with people that share common goals and interests.
- Featured in an EventTech 2014 live presentation in Las Vegas – November 2014
- Over 1,500 appointments made at the Hilton IMEX booth
"Legacy did a fantastic job of bringing our brand message to life at the 2014 IMEX Conference. Their utilization of LinkedIn to combine live experiences with the benefits of reach and digital tactics greatly helped us generate positive impressions with our target consumer at the conference” -Lesley Brasesco, Managing Director, Hilton Worldwide
Our challenge was to appeal to a digitally savvy group of San Francisco-based foodie bloggers during an interactive cooking demonstration with Negra Modelo aficionado and world-renowned chef, Chef Rick Bayless. The event aimed to socially position Negra Modelo as “the perfect complement” to good food, increase social reach, build brand awareness among the foodie community and create an entertaining and enjoyable experience for Bayless and the attending bloggers. Our goal centered on creating an experience beyond your standard “meet and greet” that was enticing enough that each blogger would feel compelled to organically share about their experience with their followers on social media.
On the heels of a successful partnership in 2013 where Negra Modelo and Chef Rick Bayless participated in the world’s largest social chat for the foodie community, #FoodieChats that reached 1.35 million Twitter users while trending No. 1 on Twitter, Legacy Marketing Partners aimed to top our previous efforts during a blogger event in San Francisco in November of 2014. To generate the largest social buzz for Negra Modelo while leveraging their existing partnership with Bayless, we opted to build a fully functional Twitter Vending Machine (TVM) designed to highlight Negra Modelo’s position as “the perfect complement” to good food – the brand’s credo.
A TVM acts just like a regular vending machine, except instead of responding to money, it responds to branded tweets. In this case, as one of our foodie bloggers approached the TVM, they were met with a series of pre-populated tweets displayed on a tablet mounted to the machine. These tweets ranged from “There are few things in life better than a @NegraModeloUSA and ______________” to “My favorite food to pair with @NegraModeloUSA? Easy. ___________.” After filling in the blank and posting their tweet, the TVM dispensed a branded product like a cutting board, bottle opener, branded chef jacket, or a USB thumb drive containing some of Bayless’ most prized recipes. Each prize was specifically chosen to fall in line with the brand’s mission to connect with those passionately interested in great beer paired with great food.
Also hidden in the machine were 4 mystery cards that displayed images of some of Bayless’ favorite cooking ingredients – an avocado, onion, chile peppers and Negra Modelo. Once one of the special cards was dispensed from the TVM, Bayless provided a brief demonstration with the pictured ingredient. The idea behind the mystery cards was to keep the bloggers engaged with the event, while continuing to tweet on behalf of the brand from the TVM to “unlock” the mystery cards.
In two hours:
- @NegraModeloUSA & #ThePerfectComplement were delivered to 2.2 million Twitter timelines
- #NegraModelo was delivered to 648,615 Twitter timelines
- Generated 267 positive branded tweets
- Increased @NegraModeloUSA’s Twitter following by 18%
Our challenge was to create a brand voice and introduce Negra Modelo to the United States by creating a robust digital hub to showcase the brand’s long brewing history, unique food pairing characteristics, event and festival activation information and Negra Modelo-based recipes.
How do you build brand equity for a beer with no digital presence in the United States? How do you tell the story of a delicious beer that pairs perfectly with delicious food? How can you maximize a strategic partnership with one of the world’s most well-known and well-respected chefs, Chef Rick Bayless? How can you organize photo and video content stemming from festival and event activations? You create a digital hub carefully designed to tackle each of the aforementioned brand initiatives. In an effort to maximize Negra Modelo’s exposure and increase brand awareness, Legacy Marketing Partners designed and built a responsive website optimized seamlessly for desktop, mobile and tablet. We aimed to artistically showcase Negra Modelo’s brand story, incorporate user-generated social content and create sharable recipes and video content featuring Bayless. To increase social exposure, NegraModeloUSA.com was designed to routinely connect to Twitter and Instagram’s API to pull in a collection of social media posts containing the hashtag #theperfectcomplement – used to express the beer’s unique food pairing characteristics. NegraModeloUSA.com also featured several cutting-edge technologies, including:
Structure: Bootstrap to solidify the structure/grid/responsiveness of each page
API: Twitter and Instagram’s API to stream in branded hashtags and photos
Video: HTML5 Video to create the looping background video
Tracking: Google Analytics for event tracking, monitoring page views and bounce rates
In three months following launch:
- 100,881 total page views, showing steady traffic growth
- 257 posts of UGC shared through NegraModeloUSA.com
- 23.1% of all traffic is direct to website (Industry standard between 10-15% )
- 90.8% new sessions in Month 3 (Industry standard between 60-70% )
Absolut Elyx wanted to reiterate their primary brand pillars: luxury, integrity and craftsmanship while also creating a close-knit community of loyal brand advocates.
Legacy and Absolut identified 415 key influencers in nine high profile markets across the country. We created a top-of-the-line dinner series for these influencers that, from start to finish, highlighted Elyx’s three primary brand pillars. The décor at each venue radiated luxury, with high-end, custom branded bars and copper accent pieces throughout. Each event began with a Farm to Table dining experience, featuring oysters, caviar and salmon bilinis to start, followed by a fresh dinner prepared by local chefs using only local, all natural ingredients. Each meal was hand-crafted by the local chefs and served with a specific Absolut Elyx cocktail pairing. After the meal, guests were invited to a cocktail hour where they had the opportunity to partake in a photo activation and also interact with a professional coppersmith who created personalized jewelry items, given to them in a Kraft gift box to further drive home the luxury, integrity, and craftsmanship of everything related to Absolut Elyx.
Legacy and Tic Tac wanted to create memorable engagement with millennials while driving sampling and generating social buzz and amplification.
Legacy and Tic Tac created the My Pack Tour, touring the country to popular festivals, including Tortuga Music Festival, and Minneapolis’s Spring Jam. Guests received empty Tic Tac boxes labeled with RFID stickers allowing them the opportunity to create and name their very own mix. Guests could mix and match any of the 13 different Tic Tac flavors to create their ideal pack. Green screen activations and a massive Tic Tac box were available for photos and immediate social sharing, providing a lasting reach directly to our target market. To extend the reach, consumers had the ability to log onto tictacmypack.com and create a virtual version of their perfect Tic Tac pack, with the brand selecting random users to send a surprise pack of their creation to. The tour brought awareness directly to the millennial market while promoting digital interaction and social sharing.
Engage the crème de la crème of the bartending universe by creating one event with 15 unique experiences that captivated the audience and created a lasting buzz at Tales of the Cocktail.
To truly connect with this crowd, we created a fully immersive experience with intense, personal engagement that was customizable on an individual level. We crafted a rich, complex, stage-quality production in which our audience was not merely attendees, but active participants. To establish ourselves, we partnered with 23 leading mixologists from around the world and asked them to share how Absolut inspires them. We partnered with the historic Arnaud’s, the largest restaurant in New Orleans, which has been an icon since its inception in 1918. Each of 14 rooms in Arnaud’s (plus a few closets and a hallway) were transformed into a living, breathing embodiment of Absolut through the eyes of the best of the bartending community. The overall effect was a flowing, “event within an event” feel that gave our guests new experiences around every turn.
Develop a unique way to promote Modelo Especial’s brand qualities of authenticity and self-expression while driving awareness and recruiting new drinkers.
Legacy partnered Modelo Especial with Three of One Arts, a collection of emerging artists that embrace the qualities of authenticity and self-expression mirrored by Modelo. They were tasked with creating four unique pieces of glassware for Modelo Especial, with each expressing a core value of the brand. Heritage: Capturing the spirit of Modelo’s roots as a “model” beer since 1925, Expression: A homage to self-expression and a celebration of the culture and passion of Modelo consumers, Style: Representing the smooth taste of Modelo, with the iconic gold foil wrapping as inspiration, and Essence: Paying tribute to the consumers who built Modelo’s brand story. To announce the creation of these pieces, Legacy created a keep-the-glass program that ran throughout the summer in key on-premise accounts, generating brand awareness, loyalty, and direct consumer interaction.
Cement Malibu Rum as the official drink of everything “Summer” while driving awareness and trial to the extensive Malibu portfolio.
Legacy partnered with the “official band of summer”, Maroon 5, throughout their 2013 summer tour.
To fully immerse consumers in the idea of being “Marooned on Malibu Island”, a unique Facebook page was created that allowed users to create their own “island”, listen to music, play games, and invite their friends to join – with the best island winning a trip to Malibu Island, a massive 200x200 destination built in the parking lots of amphitheaters in Chicago and Dallas for the Maroon 5 Summer Tour. The activation included a beach volleyball court, cornhole games, and a Malibu-branded DuoSpan tent, the only one of its kind in the United States. Within the tent was a full, concert-style audio and visual setup that rivaled that of the amphitheater itself. A made-to-fit LED board glowing with images of summer stood out as a live DJ played tunes and consumer enjoyed Malibu cocktails at one of the many bars on premise.
Reinforce Ne-Yo’s presence as the Creative Director and face of the Malibu Red brand.
Legacy created a six-city activation across key markets for the Malibu Red brand showcasing the face of the brand, award-winning recording artist Ne-Yo. Radio, television, and social media were all utilized to raise brand awareness to consumers and tradespeople alike, all leading up to an intimate experience with the artist, including a private concert, meet-and-greets, and a dinner party hosted by Ne-Yo himself. The event turned traditional clubs into one-of-a-kind concert venues for one of the world’s most popular musicians to perform a full set, including opening acts by members of his record label.
Build brand awareness, capture data / build CRM database, amplify reach on social media channels, and cultivate ongoing engagement between consumers and the Malibu brand.
To increase reach and amplify brand exposure, Legacy developed an integrated approach to Malibu’s campaign strategy, utilizing multiple channels simultaneously. To keep the audience engaged outside the event space, we developed a MaliBuzz Newsletter program that was distributed to ~80,000 users on a semi-monthly basis. Using the data from each distribution, we analyzed audience demographics, interests, and behaviors to inform future creative efforts while also improving Malibu’s CRM database. We were able to determine the types of email subject lines that users respond best to, the types of content that users are most interested in, and the times of day that users are most receptive to distributions. To further grow audience size, we also implemented an on-premise data capture program prompting visitors to sign up for the newsletter, which boosted the size and quality of our database.
Creatively launch USG's new brand strategy and brand identity laying the foundation for the additional unveil of their new United States Olympic Committee (USOC) sponsorship initiative.
USG hand-selected key personnel across the organization and empowered them as Ambassadors for the brand. These individuals congregated in Colorado Springs, home of the USOC's Olympic Training Center, for what they believed to be a three-day Leadership Summit. Ambassadors were greeted by USG executives who revealed their new role as an Ambassador. Executives empowered the Ambassadors by sharing highly confidential information including the company's new branding strategy, internal platform and Olympic sponsorship. Personalized touches and integrated brand themes allowed Ambassadors to become immersed in the culture of the 'new' USG brand. The personal connections they forged with USG executives at the Summit led to their immediate acceptance of their new role - that of a dedicated, energized, empowered voice of the brand. As a continuation of their ambassadorship, a robust engagement program was implemented to amplify the brand and sponsorship platform and further equip them with the tools for leadership success.
Negra Modelo is a truly unique beer brand that provides drinkers with the rich dark color and carmel flavors of a micro brew but also the smooth drinkability of a lager. This flavor and drinkability pairing make the brand an excellent compliment to food. However, the brand suffers from low awareness and misconceptions.
To illustrate the brand’s versatility and its ability to pair well with food we targeted the foodie community. Legacy leveraged the brand’s relationship with Chef Rick Bayless to target local Seattle chefs. We produced a Chef Challenge event, where Chef Rick Bayless worked alongside his old-time friend and Seattle icon, Chef Tom Douglas. Event attendees included local account chefs and management, along with influential food bloggers. Each chef prepared a special dish incorporating Negra Modelo, for which all the guests were able to sample. The chefs further educated the guests on the value of the brand as a tool in food preparation. Following the Chef Challenge, media bloggers and #FoodieChat followers worldwide, digitally engaged with Chef Bayless in an exclusive feature of #FoodieChats, a weekly Twitter hashtag chat. #FoodieChats trended #1 in the world at the time of Negra Modelo + Bayless #FoodieChats, #FoodieChats tweets reached 1.35 Million users, and #NegraChefChallenge tweets reached 5.39 Million users.
Make the BK mantra, “Have it Your Way” resonate with Hispanic consumers.
We know that music plays an important role in the lives of Hispanics and that their musical tastes are as diverse as their communities. BK Tu Ciudad, Tu Músic (Your City, Your Music) was a grassroots music showcase held in conjunction with major Hispanic festivals. It featured emerging local Hispanic artists selected through fan voting, allowing consumers to “A Tu Manera” – Have it Your Way. We created a deeper level of engagement at the events by deploying a BK mobile kitchen for sampling and brand activity zones. Consumers were encouraged to vote for their favorite band, via interactive listening stations, on a dedicated microsite and Facebook.
Reinvigorate the Stoli brand and reclaim the premium high ground in an over saturated Vodka category
To create The Stoli Hotel we tapped into the DNA of the brand, drawing inspiration from the iconic Moskva Hotel on the brand’s label and wrapping in the boutique hotel club culture where Vodka was thriving. We created a 20,000 s.f. brand immersive space complete with lobby bar, guest rooms themed after brand flavors, a working spa and concierge service. For one-month runs in major markets, the Stoli Hotel hosted consumer, media and VIP events. In each market Stoli Hotel became the “it” event location for celebrities, local VIPs and media partners. The program garnered placement on E!, Access Hollywood, People Magazine and many more.
Create buzz and awareness for Malibu’s AVP Tour Sponsorship both at the beach and on-premise disproportionate to the investment.
To stand out among multiple sponsors we created the Malibu Island Cabana, an on site VIP lounge that hosted VIPs, tour pros and special consumer guests. We seamlessly married the fun and carefree nature of the brand with the excitement and high energy of the AVP to create a platform that really connected with fans and celebrities alike. The Malibu Island Cabana was used as the set for the ABC TV show Shaq Vs. Reach was extended through player sponsorships, on court activities and high exposure, interactive branding. We brought the concept to the on-premise through a pre-tournament sampling program and post-tournament wrap party with player appearances.
Promote Kraft snack products at key university accounts while motivating students to eat in on-campus dining halls and snack bars.
Legacy helped Kraft brands get Back to Campus with 8-weeks of dedicated sampling events and branded activities at key universities. Strategic sampling matched Kraft products with key student usage occasions including study breaks, on-the-go commuters and social gatherings. Our campus reps hosted interactive games, challenges and premium giveaways to create emotional connection to the brands and build buzz. A kick-off appreciation event for each campus’ dining staff helped ensure strong retail execution. Each school’s Facebook page and Twitter were utilized to promote the sampling events.
With the brew at home category becoming crowded with challenger brands, Keurig needed to stay top of mind and reinforce its premium positioning; laying the groundwork for conversion of the patent-protected system against competition.
Keurig wanted to make a splash with a national launch plan that coincided with a full retail rollout. Through a branded mobile unit that transformed into a mini café environment, the Keurig Vue Tour invited consumers to join in on the customized coffee conversation. We sampled a variety of drinks from multiple Vue brewers, and educated consumers how the Vue technology works. Along with interacting with specially trained brand ambassadors, tour visitors participated with technology-focused engagement elements which tied into the brewers’ biggest selling points: BIGGER. HOTTER. STRONGER.
Drive purchase consideration of the Adora model washers and dryers at The Home Depot by elevating consumer and associate awareness of the features and benefits of the washers and dryers.
To promote the new Adora top load washer and dryer, Legacy developed and managed a test program to create attention-grabbing in-store engagements at 10 participating locations. The events promoted innovative, industry-first product features, as well as discount offers from GE and The Home Depot. To break through to busy shoppers, we created a blend of fun and education. Our brand advocates led consumer product demonstrations, promoted the offers and challenged families with a fun, interactive Laundry Trivia Game. All participants received GE branded laundry bags.
Introduce the newest Cirque du Soleil series to the San Francisco market and generate interest in Totem to drive ticket sales.
In a market loaded with entertainment options, we needed to introduce the Cirque du Soleil passion with consumers and carry through the emotional connection that Cirque performances are known for…all before the show even opened. To that end, we took over the streets of San Francisco with a guerrilla activation featuring a bevy of costumed performers from Totem. Targeting urban locations with heavy foot traffic, we dazzled consumers with teases of Totem performances. Performers arrived to their location via ornately decorated carts, and were accompanied by Brand Ambassadors outfitted with iPad to capture immediate interest and ticket sales. The stunt effort was coordinated with existing PR and advertising campaigns, providing Totem with an integrated, localized campaign.
Engage urban African Americans and show that BK is a relevant part of their communities
he BK Next Best Move mobile tour built on BK’s longtime association with basketball. We created a mobile tour that visited 41 African American communities looking for consumers ‘next best move’ on the court and in their neighborhoods. Hosted by Syrus Yarbrough from MTV’s Real World, the 18-week tour visited basketball hotspots, community destinations and BK restaurants. The vehicle was equipped with a mobile film/editing studio that allowed us to capture and share in real time over 2,000 unique pieces of content to millions of consumers via social media and a dedicated microsite. The tour also celebrated BK’s Next Best Moves – new product initiatives.
Connect BK Fresh Apple Fries to health conscious teen aged girls through BK’s partnership with Jonas Brothers.
We identified the Jonas Brothers as a powerful cultural and influential force amongst our target audience, and we created a 41-conert tour series featuring them as a promotional engagement platform to spread awareness of BK Fresh Apple Fries. We launched the brand’s largest sampling effort ever with an on-site experience that delivered new BK Fresh Apple Fries to core consumers in an environment where excitement and enthusiasm was high. We engaged fans with opportunities near to their hearts by snapping virtual photos of them with the Jonas Brothers, inviting them to write love notes to their favorite band member and encouraging them to embrace BK by making custom crowns.
Generate social buzz and trial for the brand in conjunction with International Kissing Day.
How do you turn a little-known holiday into a memorable spectacle that engages thousands of people and encourages them to pucker up with the world’s most shareable mint? We set a goal of 2MM samples for distribution, and endless goal of kisses. The “Smooch Crew” of brand ambassadors descended on four markets in a one-day blitz designed to pique interest with consumers, entice them to share a kiss with their companion, and share the moment via social media. A press release and social reveals of our locations were released as a lead-up to the event, and we engaged the masses by tempting their tastebuds with Tic Tacs, encouraging them to create memorable moments as the catalyst for kissing. We also educated consumers on the brand’s existing Shake It Up® advertising campaign, which encourages people to break from the mundane by doing the unexpected. Pics and comments were tagged with #TicTacSmooch and shared via @TicTacUSA and the consumers’ social channels.
Introduce L’Oréal Go 360º Clean as a whole new way to wash your face to college students.
We created a mobile marketing platform to disrupt student behavior and make students take notice and engage. The L’Oréal Go 360º Clean Airstream was part mobile salon and part brand activity space, boldly standing out on campus and drawing in students in droves. We augmented our core footprint with two washing station-equipped, electric GEM cars that dramatically increased our impact and engagements. The program was further supported by treating students to yoga sessions, study breaks and personalized wake-up calls from spokesperson, Frieda Pinto. Coupled with aggressive social media promotion, non-traditional media support including dorm bathroom mirror clings and dorm room door hangers, Go 360º Clean made a major splash on 15 college campuses nationwide.
Target owned the style high-ground and Wal-Mart was the value leader. This left Kmart without a clear POD for consumers. We needed to reinvigorate Kmart store associates, reengage consumers and help them to rediscover the new Kmart.
Following store refresh and resets, We launched “Project Renaissance” a fully integrated program that started with associate training and engagement to reinvigorate these key stakeholders. We then launched a series of traffic-driving instore events and promotions, coupled with all new in-store signage, product offers and partnerships. The plan was supported by an integrated media/social media/PR campaign. Consumers discovered a transformed and brighter Kmart with friendlier and more engaged associates and more appealing offers, along with star-studded music, sports, and home-entertainment themed events.
This gourmet chocolate brand had low awareness but high repeat purchase. We needed to build trial while reinforcing the brand’s position as a taste and quality leader.
The GREEN & BLACK’s Taste Discovery Tour leveraged the brand’s print media buys to create robust sampling experiences at over a dozen top foodie events like New York Food & Wine and Chicago Gourmet. This immersive engagement platform went well beyond the rational taste and quality messaging and drove home an emotional message steeped in the brand’s heritage, fair trade and organic roots. We also took a scaled down version of the platform to key retail partners like Whole Foods and Trader Joe’s. We coupled our live approach with an integrated social marketing initiative that carried our message to the masses by creating and distributing relevant and engaging content and ongoing community management.
Create an ownable event to build excitement around Corona Extra’s NYC OOH Spectacular
With the Luna Corona program we turned the moon into our slice of lime, featuring the Corona Extra bottle on the billboard in Chelsea, New York. Working with MIT astronomers, we calculated the exact time when the crescent moon ( the shape of the lime) would line up exactly in the Corona bottle on the billboard. The falling moon represented the brand’s signature lime image, and we celebrated the viewing of this phenomenon by inviting guests to revel in the excitement with us while soaking up sounds of a local DJ, enjoying Corona and hors d’oeuvres, and the opportunity to have a custom photo taken with their friends. In addition, our Luna Land sweepstakes chose five lucky winners who took home a piece of their own real estate on the moon.
Modernize a classic, iconic brand with a new generation of urban gentlemen, the Chivas Brotherhood.
We created an exclusive destination that offered access to our target’s desired lifestyle and status within the walls of the Chivas Brotherhood. The Chivas 1801 Club wasa perfect blend of success, honor and Brotherhood which delivered unique, memorable experiences to its members as a show of Chivas’ appreciation for their participation. Positioned in 6 key markets for 4-6 weeks per market, the 1801 Club featured entertainment, gaming, brand education, and cocktails that appealed to both the seasoned scotch drinker, as well as consumers being introduced to the scotch category. NFC-enabled event ID cards for each attendee allowed us to monitor their participation and provide requested information such as drink recipes or marque details in real time.
Create an exclusive experience for top dealers and customers that will educate them on the International product line, strengthen relationships with the brand and executives and provide an exclusive opportunity for supplier partners.
International customers are most receptive to experiences where they can form new relationships within their industry and further their alliance with our brand. We created the annual International Diamond Cup golf tournament series to most effectively reach our clients. Top dealers and customers tee off at North America’s most exclusive courses. A partnership with Callaway provided top-of-the-line outfitting of custom premiums as well as swing analysis. Strategic supplier partner integration provided opportunities for product discovery. Diamond Cup furthers brand-customer relationships every year, evolving customers into loyal enthusiasts.
Drive top of mind awareness and consideration of Malibu Rum as the drink of the summer amongst 21 – 29 year olds.
Millennials are social seekers who look to fuel their life with unique and memorable experiences. We engaged this audience in a relevant environment by creating Malibu Station Invasion, a 10-city proprietary concert tour. The event aligned with Malibu’s cheerful island heritage and commitment to music. The Malibu Station took place at the hottest pools and beaches in the country, and brought the “Summer State of Mind” to life with music performances by Ciara, Taio Cruz and DJ Skribble. Fans were able to have their photos taken in the Malibu Photo Station, and tested their music skills at the DJ Scratch Academy. This must-attend event of summer featured new Malibu Black drinks, a live Twitter Wall, Caribbean dancers and a Malibu branded pool. The success of the first year allowed Malibu Station Invasion to be picked up for a second tour, The Malibu Music Invasion.
Inspire women to reevaluate their normal beauty regimen and adopt new products from L’Oréal
Women are brand loyalists when it comes to beauty products, and in order to broaden their consideration set, brands need to personalize their approach and educate consumers on the benefits of their products. To do this we created a 5,000 sq ft beauty pavilion platform to travel to large attendance events to deliver individualized beauty consultations in an immersive branded environment. Consumers received on-the-spot makeovers and personalized education. Going well beyond the typical beauty counter sales approach, we developed and deployed consultative selling strategies that truly engaged the target. They left feeling empowered to make informed choices on the best L’Oréal products for their use.
Develop loyalty and build brand advocacy amongst key trade and nightlife influencers
Legacy put the spotlight on Jameson’s credibility as a brand truly engrained in cutting edge entertainment with the one-of-a-kind Jameson Bartenders Ball series. The annual program provided an edgy, hip, unique and immersive platform to engage key trade influencers while increasing trial and awareness, loyalty and advocacy. The talent lineup of a national headlining act, local opening band, sideshow acts,host and DJ put on an unusual performance to meet the unique entertainment demands of attending bartenders who have seen it all. A higher marques education station, Rock Band video game, glam station with airbrushed tattoo artists, photo booths and more provided every guest a unique interactive experience. Each guest also received branded takeaway items at the event including a VIP lanyard and a custom t-shirt.
Motivate Californians to live an active lifestyle and include Dannon as a part of their pledge to live better.
The Dannon Live Your Active Culture mobile tour traveled throughout California to fairs, festivals, events, and retail locations. It featured a variety of Dannon products to sample and offered run activities for the whole family, such as a green screen photo booth and prizes, as well as select appearances by soccer superstar Mia Hamm. Consumers who pledged to live a healthier lifestyle received monthly incentives, recipes, tips for fun activities, promotions/coupons, and premiums. In an effort to encourage pledges, Dannon donated $50,000 to the California State Parks Foundation to help support family health and wellness.
Create grand opening experiences worthy of the World’s Foremost Outfitter as part of the brand’s largest and fastest expansion in its history.
The Cabela’s consumer is extremely brand loyal, often driving up to 6 hours to attend a Cabela’s grand opening. Our job was to make the experience worth the trip. Moreover, as Cabela’s was opening a new store every three weeks for two years, we needed to drive efficiency and simplicity into the process. We started by creating a mobile tour set (branded vehicle and trailer, tenting, backdrops, set elements), along with a traveling production kit (sound system, crowd control, staging) and a consistent, well trained tour management staff. Together these dramatically reduced the support time needed by Cabela’s staff, and reduced costs while creating a better, more impactful, more consistent image for the brand at these critical launch events. Additionally, we brought new consumer engagement tools to the event to improve attended experience and managed all local PR liaison in order to increase market buzz.
Create differentiation and buzz for Burger King’s Value Menu offerings and break through the QSR value message saturation.
Building on the successful TV campaign, Reverse Pickpocket, we created BK Wallet Drop, a street stunt activation to connect with consumers in a unique and memorable way. We first created the King’s Wallet: a leather billfold holding the King’s ID, BK gift cards, and money in denominations ranging from $1 to $100. We also added fun supporting items: the King’s dry cleaning receipt, maps to local BK restaurants and the King’s Business card. We “dropped” over 15,000 wallets all over five major metro areas and captured video as consumers found them. The program exploded virally with millions of social media posts and garnered significant coverage on local TV news stations and newspapers. Hundreds of consumers, unprompted, called the voicemail number on the King’s card to report that they had found his wallet.
Win back the hearts and minds of top tier bartenders by celebrating Absolut as the best vodka for building exceptional drinks.
To showcase the history, heritage and unique production story of this iconic brand in a way that is bold, authentic and uniquely Absolut we create Absolut Stuga. Stuga’s are traditional Swedish cottage where Swede’s go to escape and unplug. Absolut Stuga was an immersive brand experience where the communal setting seamlessly mixed simplicity and high tech allowing bartenders to explore and discover both emotional and rational reasons to rediscover Absolut. Coupled with cutting edge chefs and musical acts drawn from the local markets, bartenders were left awed and definitely reengaged with Absolut.