Activations
Experiential activations offer a unique and immersive brand experience for consumers, making it an effective way to engage with target audiences and create memorable interactions that can increase brand loyalty and ultimately drive sales.
SHRM Pop-Up Coffee Shop
Client: SHRM
The Society for Human Resource Management (SHRM), founded in 1948, is the largest Human Resources industry professional association. It has 275,000 members in over 140 countries and 93% of Fortune 500 Companies are represented in SHRM's membership. SHRM works through research, publications, and legislative input to advance the interests of the HR profession.
One of SHRM’s priorities is to create spaces for healthy discussions around workplace culture. To do that, they took the discussion to the commuter. The Oculus is the main station house of what is now known as the World Trade Center Transportation Hub in New York City. Tens of thousands of commuters pass through the newly renovated station every day. Inside, the main hall was transformed to house a pop-up coffee shop with a lounge, discussion panel and interactive installations.
Challenges: First, develop a range of branded merchandise to encourage NYC commuters to stop and interact with brand ambassadors on the floor. Second, all goods had to be delivered on the same day as the event in order to meet the venues strict load-in security guidelines.
Solutions: We produced a gambit of items including 5,000 vinyl stickers, 8,000 mugs, 50,000 mints, 400 notepads, 15,000 coffee cups, and 20,000 napkins, providing all the supplies for the experiential activation. Mugs were displayed on an oversized pegboard to create a striking visual impact to the tens of thousands of commuters passing through the building. The logistics required our team to be in constant contact with both the delivery service and the client to ensure a timely drop-off in New York.
Continental Drive-In Watch Party
Client: Continental Tire
Challenge: Engage fans of Orlando City SC to celebrate the MLS is Back Tournament in a COVID safe environment presented by Continental Tire.
Solution: We created a club specific branded kit that included a branded box, popcorn, water, scarf and other local sponsor give aways that all fans received for being part of the drive-in watch event.
Fans loved receiving the tailgate bags, which really added to the vibe of an old school drive in experience. They were able to use some of the items at the watch party and take away other branded elements, which provided the sponsor (Continental Tire) with long lasting impressions and a great ROI.
Kick Childhood Cancer Kits
Client: Major League Soccer
Challenge: Design an activity kit to lift the spirits of young hospitalized cancer patients and their families.
Solution: Our team developed a gift set build around the idea of helping families pass the time in the hospital; we utilized fun patterns visuals to make each item as engaging and impactful as possible.
The set included a drawstring bag, mini soccer ball, magnetic puzzle pop-out frame featuring Continental's cuddly mascot, a doodle book for the adults, and a custom-designed coloring book filled with hand-selected soccer images.
Insert cards instructed recipients to search #KickChildhoodCancer to see all the Messages of Hope shared from their communities. This was a league-wide international partner activation that was hand-delivered in person by players to patients all across the U.S. and Canada in all 26 MLS markets.
MLS All-Star x Orlando
Client: Major League Soccer
Challenge: To celebrate their historic achievement, we were called on to produce 18,000 full size flags as part of this team’s commemorative gift to all season ticket holders. The flags needed to be turned around quickly to meet tight delivery windows so they could be packed and mailed directly to fans’ homes.
Solution: Working directly with Corkcircle™ and our live event team, we developed a program to decorate tumblers onsite using the latest in laser technology.
Our custom software was implemented on interactive 27” touchscreen workstations, allowing attendees to personalize their tumblers in real time. After the attendee submitted their design, the system generated a work ticket so that our technicians could put their tumbler through production as the guest continued through a flow path to receive additional premiums for the weekend’s events.
Over 1000 VIPs received experience packages and our software collected data from the experience to use for future marketing efforts.
Groundbreaking
Client: San Jose Earthquakes
Challenge: Produce something totally unique to maximize fan engagement in a groundbreaking ceremony for the all-new 18,000 seat soccer stadium to be developed in San Jose, CA.
Solution: We created custom engraved shovels with Earthquake blue blades to set the stage for a unique ceremony where 6,256 fans tilled the soil to kick off construction for the team’s new stadium. This activation broke the Guinness Book of World Record’s for largest groundbreaking ceremony. Read more press here.
Thinking Outside The Box
Client: Houston Dynamo
Challenge: Design and produce a creative solution for season ticket member gifts that embraces Houston Dynamo’s 2020 rebrand.
Solution: Since Dynamo’s new brand image is metaphoric and centralized around the construction of a soccer ball, we developed an iconic hexagonal season ticket member box to highlight the importance of the shape and drive consistency.
Our in-house design team built the box from scratch in AutoCAD with a die-cut inside cover to showcase a thank you message from Head Coach Tab Ramos. We also created custom molded foam trays to house lanyards, credentials, and unique limited-edition pins honoring specific levels of membership.