Archive for the ‘Pop-up Empire’ Category
The NHL Centennial Fan Arena opened over the New Year in Toronto, Canada to celebrate a century of hockey thrills. The Fan Arena features several interactive activities, open to all ages, and will be traveling throughout Canada and the US throughout the duration of 2017 so all fans can get in on the fun.
The Museum Truck
The 53-foot Museum Truck features interactive digital displays, original video content, historical memorabilia, and several photo moments throughout including a customizable Locker Room photo op. Wayne Gretzky stopped by the Museum Truck in Toronto to experience the interactives and sign the Centennial Anniversary logo.
There’s also a second truck which hosts a giant video screen for team trivia and highlights, as well as a pop-up stage for special appearances. Living legend, Wayne Gretzky, stopped by in Toronto.
A pop-up ball hockey rink with programmed clinics and games will be open for youth players.
Need we say more? The coveted Stanley Cup, the oldest trophy in professional sports, will be present in each market.
Clear The Ice Zamboni® VR Experience
Fans take a seat in a Mini-Zamboni® complete with cool air on their face and a rumbling seat, to compete to resurface the ice. The goal is to create the perfect sheet in the fastest time. All rides will be timed and featured on a leaderboard.
Recycle the Game
Fans have the opportunity to bring their used hockey gear, including shin pads, helmets, shoulder pads, elbow pads, hockey pants, gloves, skates, sticks, goalie pads and goalie blockers/gloves to be donated to under-served community hockey programs. Not only that, but the first 200 donors will receive a shop.nhl.com discount card!
Check out the upcoming events, and check back to the NHL website for additional markets in the coming weeks!
Jan 7-8: Arizona (Tempe Marketplace)
Jan 12-14: Dallas
Jan 18-19: San Jose
Jan 21-23: Anaheim
Jan 26-29: Los Angeles (2017 NHL Fan Fair, Tickets Required)
Feb 3-5: St. Louis
Feb 11-12: Nashville
Feb 24-25: Pittsburgh
Also, check out a few photo selects below!
From June 17-19, EDC Las Vegas was the launchpad for Smirnoff’s F17 brand expression campaign, in support of their “We’re Open” platform. Smirnoff House is not a new idea, as the brand had executed it in Europe, but our our Extreme Home Makeover: MKTG Edition, was more than evolutionary. The client’s resounding acknowledgement that the evolution of this idea had really helped create an experience beyond previous executions was a testament to the risk-taking conceptualization, revolutionary spirit, and heart-rate elevating efforts (from concept pitch to roof pitch) that MKTG continues to employ with everything we touch.
It was a house filled with forward thinking.
It was also an innovative house filled with cameras broadcasting live and programmed content to screens masked in picture frames on every wall of our house.
The photos below don’t even begin to highlight the energy in and around the house, but a little scan of the internet will get you a little closer to how MKTG is helping Smirnoff reach the 100M impressions that the campaign is set out to achieve in F17.
The social media hub at the Wells Fargo Championship this year generated record social sharing for the tournament, which takes place each May at Quail Hollow Club in Charlotte, NC. It has been hailed as a best practice when it comes to social media engagement, and we would agree. Let us count the ways (seven, to be exact) the Wells Fargo Championship social media hub enabled social sharing and extended the reach of the tournament…
Head to the article here to explore the seven reasons why golf fans love Wells Fargo’s social media hub!
Article by: Sandra O’Loughlin, Event Marketer
This year’s Austin Food + Wine Festival offered more than just a yellow rose of Texas; JW Marriott, as an official sponsor of the event, presented a bold-name lineup of wine and spirit makers to host tasting sessions in their warmly intimate “Meet the Maker” space. The wine and spirits makers included Tito Beveridge from Tito’s Vodka, Nate Weis from Silver Oak & Twomey Cellars, Daniel Barnes from Treaty Oak Distilling, Renee Airy from Duckhorn Vineyards, and David Page from Tequila Herradura. In between tasting sessions, mixologist, JW Marriott partner and Tippling Bros. co-founder Tad Carducci served up specialty cocktails to highlight some of the brands from the tasting sessions.
What are the 3 most innovative events you’ve seen this year?
The most impressive thing I’ve seen this year was the coat check line at the opening media party for the Super Bowl. It was a freezing cold night and thousands of execs were gathered at Chelsea Piers. The company coatchex.com used texting and QR codes as coat-check tickets — you took a picture of your code, then your phone number became your ticket number; this made the experience of retrieving your coat actually fun. As I was going to get my jacket, I got a text saying that my coat would be ready for me. It was one of those new ideas that gave me goosebumps.
I also liked the Summit Series, a conference started by a group of innovators who bought a mountaintop resort, turning it into a $100 million real estate deal. The event itself was a gateway into relationships that changed the world. Attendees interacted with everyone from astronauts to politicians to Internet billionaires. They also created the world’s largest collaborative dinner by hiking people into the mountains and creating a table for 1,000 people.
C2 Montreal has also been a game-changer. People who attend feel like they’re entering a whole new role of collaboration that invigorates, inspires and creates lasting relationships.
Some brands that we think are really capturing the power of the event are outlined in our Top 10 Innovative Brands of 2014 story.
How has the growth of mobile technology affected your business?
Mobile has been one of the most important developments in events. That, along with responsive design, has changed the game. Event professionals want to hold the world in their pocket, and the concept of photo sharing has changed events—because ROI can now be judged not by the people in the room, but by the application of those people.
I’m reminded of the book The Mobile Wave, which talks about going up to a tombstone, holding up your phone, and having augmented reality show every video and article about that person. Imagine doing that in a live room just by wearing Google Glass or another device.
What do you envision to be the next trend or industry shift?
An empowered attendee is the next big thing. With new technology, we are seeing more power in the hands of the attendee. Now, the attendee needs to know how to be a great guest, and use it. They need to interact with other people to get the most out of the event, and they really have to want to be there.
Previously, I was the VP of corporate communications for major companies and spent hours preparing CEOs for events. We would collect guest bios and provide strategies on how to get what we wanted from them. Now with the advent of things like event apps, attendees have more power than ever, and can use the tools created by organizers to enhance their experience.
You’ve said that one of your interests is using events as a philanthropic tool. What does that mean to you?
I believe in the concept of managed serendipity. Get the right people in the room, inspire them, show them how other people are using collaboration, and people will get on board to help your cause. There’s nothing like face-to-face events to motivate people. In Simon Sinek’s TED-talk, he says great leaders don’t have plans, they have dreams. He also says that people don’t buy what you do, they buy why you are doing it. Events are a natural gathering place for people who want to follow their hearts, rub elbows and share experiences.
MSNBC is more than a cable news channel. It not only champions progressive issues and values, it seeks to directly engage with its viewers and their communities. So this year MSNBC launched Growing Hope – a campaign inspired in part by MKTG’s design for the channel at last year’s Essence Festival – to give people a voice around the issues that matter to them.
As developed by MKTG, the spirit of Growing Hope is embodied by a community garden, a place where people come together to nurture and grow. The symbol of Growing Hope is a grand solitary tree, evidence of the power and possibilities of voices united.
Visitors begin their experience in our digital greenhouse, where they choose the topic that directly impacts their families and communities, and write their hope for change. Issues include: Education, Economy, Equality, Health & Environment, Community, as well as Veterans and Foreign Affairs. Next, visitors print their hope (now entered into MSNBC’s database), attach it to a flower petal, connect it to a stem and plant it in our outdoor garden – a place where people literally put stakes in the ground.
The Growing Hope Tour began in Houston at Texas Southern University with stops in Atlanta and Charlotte. It culminated in New Orleans at the 20th Annual Essence Festival during Fourth of July weekend.
You can join in the conversation and submit your own hope by clicking here.
On our third leg of a four-city tour, House of Walker passes through the trendy streets of Miami, FL and inspires consumers to KEEP WALKING. Over 14 nights, 2,100 guests were invited into the House of Walker to experience the worlds leading Scotch whisky. These guests enjoyed Johnnie Walker whisky in an interactive and upscale setting while they discovered the brand’s pioneering spirit. Each night, the House of Walker featured a special guest as we celebrated influencers who are taking their “next step.”
During a Q&A session of the evening lead by Master of Whisky, Stephen Wilson each spotlighted guest shared personal stories of how they are inspired to keep walking on their journey, as John Walker did in his exploration with whisky. The House hosted many talented guest but a few who stuck out included Jason Hardi, pioneer of the innovative smart headphone, Muzik; Alexander Mijares, one of South Florida’s most vibrant and promising artists; and musician, broadcaster, and digital media influencer, Derrick N. Ashong.
The House of Walker also brought to life nearly 200 years of monumental moments in the brand’s history by showcasing the craft blend, the brand’s globalization and the innovation of the bottle design.
If you were not lucky enough to experience the House of Walker in Miami, don’t fear, as we will take our next step on the tour to sunny Venice Beach, CA from March 26th – April 19th. We hope to see you there. Cheers and KEEP WALKING.
The Fit Expo Southern California is a festival hosting a line-up of fitness, physique, martial arts and strength contests. Now in its 11th year at the Los Angeles Convention Center, The Fit Expo attracted over 48,000 attendees to experience the latest and greatest in fitness equipment, sports nutrition, health products, sports apparel and personal care products. With attendance continually expanding (increase of 11,000 from last year), the Fit Expo has become a hub for niche fitness brands to gain exposure to their target demographics.
Mary’s Gone Crackers, providing gluten-free, organic & vegan products, truly found a market in fitness that is working in the company’s favor. Consumers heavily invested in having a healthy lifestyle are looking for ways to snack healthy. Mary’s Gone Crackers was able to provide a sampling experience at The Fit Expo, where attendees swarmed to enjoy “guilt-free” crackers, cookies and pretzels.
In addition, attendees were able to enjoy a giveaway, where they could “buy” a box of crackers in return for a Like on Facebook.
The inspiring tagline, “You’ll never forget your first bite” left a great impression with attendees to venture into the closest organic retail store to purchase the great-tasting snacks.
Photo Credits – Left: Chelsea Webster, Center: Monica McGovern, Right: Reb Powers
In 2013, Nintendo’s primary goal was to get the new Wii U console in to as many consumers’ hands as possible. To do this, they had to look beyond their past holiday experiences, and insert themselves into spaces where the consumer would be looking for a fun escape during their hectic holiday shopping and travel schedules. So in addition to their 8th year activating the Holiday Mall Experience, Nintendo partnered with Southwest Airlines to become their official video game partner and bring Wii U Gaming Lounges to 6 airports across the country. Both experiences bring the Wii U console and some of the best-reviewed games of the year to 23 malls and 6 airports across the country, from November 25th – December 22nd.
The Mall activations feature both the Wii U and the 3DS family of products, and visitors have the option of playing 30 titles across all products. Each site also features a compact version of the prize wheel featured at E3 this year, and these have already proven to be a popular draw at every site.
The inaugural Wii U Gaming Lounges at 6 airports across the country (Chicago – Midway, Tampa, St. Louis, Dallas Love Field, Atlanta, and Denver) feature 6 Wii U consoles with the opportunity to demo the brand new Super Mario 3D World. Nintendo and Southwest are also partnering for additional events, including their launch event on November 26th where all passengers on a Southwest flight from New Orleans to Dallas Love Field received a voucher for a free Wii U.
So take a break in between dashing between Black Friday sales and snow delays at the airport to demo the latest Nintendo systems and games – click this link to find a mall location and visit before December 22nd!
Written by: Caitlin Buggy
Photos by: Cheyenne Bovin
CP3 plays with his own personal style of unpredictable quickness. Don’t blink – you might not catch all the calculated nuances when he drives to the paint.
To launch the campaign around the new CP3.VII shoe, Jordan Brand and MKTG INC built a cutting-edge “cube” installation, a never-been-done-before 20-foot glass-paneled regulation basketball court, dropped into the parking lot across from the Staples Center.
The campaign kicked off with graffiti murals appearing “overnight” to get the buzz started and continued with intense skills clinics at the Expo gym downtown. For several weeks kids readied for the challenge at the “cube.”
To interpret CP3s “riquickulous” basketball artistry into an overall experience, we designed four days of programing filled with one unexpected moment after another.
The “cube” was unveiled with an exclusive, invite-only event for Clippers teammates and influencers. The red carpet was packed, Jermaine Dupri DJed, Wale and Problem performed, and guests lined up for the customization area and interactive photo booth. CP3 and friends had a great time and stayed past 3am.
After a media event the next day, invited student athletes got to test their skills on the court with the #riquickulous challenge. They were then treated to a Mad Skillz Exhibition, Dunk Contest and Q&A with Chris Paul. CP3 even played one-on-one with a lucky fan from the Boys & Girls Club.
The following two days were full of skills challenge moments, high school scrimmages, food trucks, pop-a-shots and more. Then the next day the “cube” was gone – another don’t blink-moment to close out an incredible campaign.
Written by: Alyse Courtines