![Held at the Sony Pictures lot in Culver City, the launch featured a special performance for more than 400 teens by Austin Mahone. 'It was important to select the right venue because we wanted it to be centrally located for our teen audience, since it was on a Tuesday night,' said Scott Floyd, chief operating officer and executive vice president at PMK-BNC. The chosen venue offered a fun, outdoor atmosphere coupled with ample space to build a stage and custom activations.](https://img.bizbash.com/files/base/bizbash/bzb/image/2013/10/184731322.png?auto=format%2Ccompress&q=70&w=400)
Held at the Sony Pictures lot in Culver City, the launch featured a special performance for more than 400 teens by Austin Mahone. "It was important to select the right venue because we wanted it to be centrally located for our teen audience, since it was on a Tuesday night," said Scott Floyd, chief operating officer and executive vice president at PMK-BNC. The chosen venue offered a fun, outdoor atmosphere coupled with ample space to build a stage and custom activations.
Photo: Getty Images
![The entrance was framed by walls of falling water, designed to give guests the feeling they were entering a virtual oasis.](https://img.bizbash.com/files/base/bizbash/bzb/image/2013/10/184731413.png?auto=format%2Ccompress&q=70&w=400)
The entrance was framed by walls of falling water, designed to give guests the feeling they were entering a virtual oasis.
Photo: Getty Images
![Once inside the venue, bright and colorful signage and lights led guests around the perimeter of the space to different activity booths. Areas included a photo booth, which was complemented by stations where guests could make iPhone cases and T-shirts printed with custom digital artwork.](https://img.bizbash.com/files/base/bizbash/bzb/image/2013/10/184731425.png?auto=format%2Ccompress&q=70&w=400)
Once inside the venue, bright and colorful signage and lights led guests around the perimeter of the space to different activity booths. Areas included a photo booth, which was complemented by stations where guests could make iPhone cases and T-shirts printed with custom digital artwork.
Photo: Getty Images
![Special 16- by 30-foot trusses that held a unique water display spelling out Aquafina and 'Make a Splash' made for a dramatic visual.](https://img.bizbash.com/files/base/bizbash/bzb/image/2013/10/184731420.png?auto=format%2Ccompress&q=70&w=400)
Special 16- by 30-foot trusses that held a unique water display spelling out Aquafina and "Make a Splash" made for a dramatic visual.
Photo: Getty Images
![Not only were Austin Mahone's social media channels displayed for guests to encourage interaction, but R.F.I.D. bracelets also allowed the attending teens to share content from the event via Facebook and Twitter. The bands were activated via an email sensor whenever brand ambassadors snapped their photos. Pictures included a branded Aquafina overlay when shared.](https://img.bizbash.com/files/base/bizbash/bzb/image/2013/10/184731346.png?auto=format%2Ccompress&q=70&w=400)
Not only were Austin Mahone's social media channels displayed for guests to encourage interaction, but R.F.I.D. bracelets also allowed the attending teens to share content from the event via Facebook and Twitter. The bands were activated via an email sensor whenever brand ambassadors snapped their photos. Pictures included a branded Aquafina overlay when shared.
Photo: Getty Images
![As part of the event decor, and also because the event was alcohol-free, displays of Aquafina's colorful new sparking water beverages were placed throughout the venue.](https://img.bizbash.com/files/base/bizbash/bzb/image/2013/10/184731421.png?auto=format%2Ccompress&q=70&w=400)
As part of the event decor, and also because the event was alcohol-free, displays of Aquafina's colorful new sparking water beverages were placed throughout the venue.
Photo: Getty Images
![Catered by Wolfgang Puck, the dessert buffet offerings were all infused with and themed by the Aquafina FlavorSplash light water enhancers. As with the build-your-own-burger station and taco bar, the passed foods were all teen-friendly, including items like chicken-and-waffle sliders, French fries, and soft pretzels.](https://img.bizbash.com/files/base/bizbash/bzb/image/2013/10/184731416.png?auto=format%2Ccompress&q=70&w=400)
Catered by Wolfgang Puck, the dessert buffet offerings were all infused with and themed by the Aquafina FlavorSplash light water enhancers. As with the build-your-own-burger station and taco bar, the passed foods were all teen-friendly, including items like chicken-and-waffle sliders, French fries, and soft pretzels.
Photo: Getty Images
![As the brand's first-ever event specifically aimed at the teen market, the launch of Aquafina FlavorSplash was just one of what will be several more marketing-driven events targeted at the ever-growing influential audience of 14- to 19-year-olds.](https://img.bizbash.com/files/base/bizbash/bzb/image/2013/10/184731358.png?auto=format%2Ccompress&q=70&w=400)
As the brand's first-ever event specifically aimed at the teen market, the launch of Aquafina FlavorSplash was just one of what will be several more marketing-driven events targeted at the ever-growing influential audience of 14- to 19-year-olds.
Photo: Getty Images
![As guests arrived at Roseland Ballroom for the October 10 concert, they were immediately immersed in a world of music-meets-fashion, surrounded by unique, wild posting-inspired signage featuring sponsor Ralph Lauren's Denim & Supply brand and graffiti art plastered across every surface in sight.](https://img.bizbash.com/files/base/bizbash/bzb/image/2013/10/ie3a0097.png?auto=format%2Ccompress&q=70&w=400)
As guests arrived at Roseland Ballroom for the October 10 concert, they were immediately immersed in a world of music-meets-fashion, surrounded by unique, wild posting-inspired signage featuring sponsor Ralph Lauren's Denim & Supply brand and graffiti art plastered across every surface in sight.
Photo: Courtesy of TH Productions
![To create the world of Denim & Supply at Roseland, TH Productions, which coordinated the two-day load in with a 50-person staff, oversaw the build out of everything from the design of the marquee to the furniture in the greenroom to the lighting, video, sound, and pyrotechnic vendors. The result was an immersive experience reminiscent of E.D.M. capital Las Vegas.](https://img.bizbash.com/files/base/bizbash/bzb/image/2013/10/ie3a0516.png?auto=format%2Ccompress&q=70&w=400)
To create the world of Denim & Supply at Roseland, TH Productions, which coordinated the two-day load in with a 50-person staff, oversaw the build out of everything from the design of the marquee to the furniture in the greenroom to the lighting, video, sound, and pyrotechnic vendors. The result was an immersive experience reminiscent of E.D.M. capital Las Vegas.
Photo: Courtesy of TH Productions
![More than 3,300 die-hard E.D.M. fans attended the nearly three-hour concert—Avicii performed for 80 minutes following an opening set by Henrick B—which generated more than eight million social media interactions. By purchasing a custom designed Aviciit for Denim & Supply T-shirt, guests received a code that they could use to register for the event as well access a private Web site with event info, a message board, Avicii videos and photos, and a platform for social sharing. Customers received their tickets a week before the concert.](https://img.bizbash.com/files/base/bizbash/bzb/image/2013/10/ie3a0271.png?auto=format%2Ccompress&q=70&w=400)
More than 3,300 die-hard E.D.M. fans attended the nearly three-hour concert—Avicii performed for 80 minutes following an opening set by Henrick B—which generated more than eight million social media interactions. By purchasing a custom designed Aviciit for Denim & Supply T-shirt, guests received a code that they could use to register for the event as well access a private Web site with event info, a message board, Avicii videos and photos, and a platform for social sharing. Customers received their tickets a week before the concert.
Photo: Courtesy of TH Productions
![As part of the fully immersive experience, concertgoers could partake in different activities, including a photo booth that supplied snaps with the concert date and brand sponsor.](https://img.bizbash.com/files/base/bizbash/bzb/image/2013/10/ie3a0312.png?auto=format%2Ccompress&q=70&w=400)
As part of the fully immersive experience, concertgoers could partake in different activities, including a photo booth that supplied snaps with the concert date and brand sponsor.
Photo: Courtesy of TH Productions