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  1. Production & Strategy
  2. Experiential Marketing, Activations & Sponsorships

Experiential Marketing

April 3, 2016
From March 22 to 24, as a kickoff to the New York International Auto Show, Toyota erected a scalable 100-foot rock wall billboard in Times Square with the tagline 'How far will you take it?' and hashtag #RAV4Hybrid.
From March 22 to 24, as a kickoff to the New York International Auto Show, Toyota erected a scalable 100-foot rock wall billboard in Times Square with the tagline "How far will you take it?" and hashtag #RAV4Hybrid.
Photo: Daniel Byrne
Promoting its RAV4 Hybrid, Toyota’s 'Climbing Spectacular' marketing activation was meant to inspire people to get out of their comfort zones while relating the capabilities of the automotive company’s best-selling small SUV, now redesigned.
Promoting its RAV4 Hybrid, Toyota’s "Climbing Spectacular" marketing activation was meant to inspire people to get out of their comfort zones while relating the capabilities of the automotive company’s best-selling small SUV, now redesigned.
Photo: Daniel Byrne
Professional rock climbers continuously scaled the billboard over the three-day period. The vertical climb measured 120 feet and took about 10 to 15 minutes for the pros to scale and 25 minutes for a certified amateur climber to scale.
Professional rock climbers continuously scaled the billboard over the three-day period. The vertical climb measured 120 feet and took about 10 to 15 minutes for the pros to scale and 25 minutes for a certified amateur climber to scale.
Photo: Daniel Byrne
Built with custom-fabricated 3-D rock, the billboard was developed by Toyota and Saatchi & Saatchi. Located at the corner of 47th Street and Seventh Avenue, the activation utilized 1,112 square feet of wall space, weighed 6,000 pounds, took 2,400 hours to construct, and eight days to install.
Built with custom-fabricated 3-D rock, the billboard was developed by Toyota and Saatchi & Saatchi. Located at the corner of 47th Street and Seventh Avenue, the activation utilized 1,112 square feet of wall space, weighed 6,000 pounds, took 2,400 hours to construct, and eight days to install.
Photo: Daniel Byrne
Airbnb's Hello L.A. at the Grove
Airbnb's Hello L.A. at the Grove

Actress Molly Sims was behind the look and feel of the pop-up Airbnb location at the Grove shopping center.

Photo: Chris Weeks/Getty Images for Airbnb
Airbnb's Hello L.A. at the Grove
Airbnb's Hello L.A. at the Grove

The winner of the Facebook contest spent a night in the Grove location, checking in around 3 p.m. right in the center of the lawn at the bustling shopping center. Out front, the theme for the surrounding events was all-American old Hollywood, with lawn games and live music.

Photo: Chris Weeks/Getty Images for Airbnb
Airbnb's Hello L.A. at the Grove
Airbnb's Hello L.A. at the Grove

Staffers gave out branded tote bags to shoppers and event participants.

Photo: Chris Weeks/Getty Images for Airbnb
Airbnb's Hello L.A. at the Viper Room
Airbnb's Hello L.A. at the Viper Room

Moby hosted the event at the Viper Room and shared unreleased tracks from his new record, Innocents.

Photo: Chris Weeks/Getty Images for Airbnb
Airbnb's Hello L.A. at the Viper Room
Airbnb's Hello L.A. at the Viper Room

At Moby's pop-up, a so-called "silent disco" provided the soundtrack for guests in headphones.

Photo: Chris Weeks/Getty Images for Airbnb
Airbnb's Hello L.A. at the Viper Room
Airbnb's Hello L.A. at the Viper Room

A spare and airy look dominated Moby's space.

Photo: Chris Weeks/Getty Images for Airbnb
Airbnb's Hello L.A. at the Viper Room
Airbnb's Hello L.A. at the Viper Room

Created by McSweeney's for Hello L.A., five exclusive limited-edition neighborhood guides were available at all public events.

Photo: Chris Weeks/Getty Images for Airbnb
Airbnb's Hello L.A. at the Hollywood Forever Cemetery
Airbnb's Hello L.A. at the Hollywood Forever Cemetery

Curated by James Franco, the Hollywood Cemetery pop-up was meant as a historic and nostalgic nod to Hollywood.

Photo: Chris Weeks/Getty Images for Airbnb
Airbnb's Hello L.A. at the Hollywood Forever Cemetery
Airbnb's Hello L.A. at the Hollywood Forever Cemetery

The Franco space had a "YOLO" art piece, a modern light fixture, and homey details.

Photo: Chris Weeks/Getty Images for Airbnb
Airbnb's Hello L.A. at the Arts District
Airbnb's Hello L.A. at the Arts District

Curated by Lake Bell and her mother, designer Robin Bell, the arts district pop-up was meant to underscore Los Angeles's creative community, with events showcasing local artists—including Lake's husband, Scott Campbell.

Photo: Chris Weeks/Getty Images for Airbnb
Airbnb's Hello L.A. at the Arts District
Airbnb's Hello L.A. at the Arts District

On Sunday, guests were invited to join hosts Lake Bell and her mother for a guided tour of the arts district pod.

Photo: Chris Weeks/Getty Images for Airbnb
Airbnb's Hello L.A. at the Arts District
Airbnb's Hello L.A. at the Arts District

Eclectic details rounded out the look and feel.

Photo: Chris Weeks/Getty Images for Airbnb
Airbnb's Hello L.A. in Venice
Airbnb's Hello L.A. in Venice

At Cook's Garden by HGEL, Anjelica Huston created a space using sustainable techniques and natural designs.

Photo: Chris Weeks/Getty Images for Airbnb
Airbnb's Hello L.A. in Venice
Airbnb's Hello L.A. in Venice

The Cook's Garden by HGEL space enlisted local sustainable architect David Hertz to bring green elements, such as off-grid batteries from Ojai Energy Systems and Lumos translucent photovoltaic panels by Permacity Solar, into the listing construction. 

Photo: Chris Weeks/Getty Images for Airbnb
To promote Rosanna Pansino's baking channel on YouTube, Allied Experiential recently made over SoHo’s Little Cupcake Bakeshop with an Angry Birds theme.
To promote Rosanna Pansino's baking channel on YouTube, Allied Experiential recently made over SoHo’s Little Cupcake Bakeshop with an Angry Birds theme.
Photo: Courtesy of Allied Experiential
Are trade show booths focused on displaying products (pictured at International C.E.S., left) better than ones with hands-on components, such as the oversize hamster wheel Adidas offered at a recent expo (pictured, right)?
Are trade show booths focused on displaying products (pictured at International C.E.S., left) better than ones with hands-on components, such as the oversize hamster wheel Adidas offered at a recent expo (pictured, right)?
Photo: CES (Product Display), Courtesy of Sparks (Adidas)
The festival entrance included several portals where guests could scan their R.F.I.D. wristbands to gain entry. For those who linked their wristbands to their Facebook accounts, the system instantly posted a check-in letting their friends know they were at Bonnaroo.
The festival entrance included several portals where guests could scan their R.F.I.D. wristbands to gain entry. For those who linked their wristbands to their Facebook accounts, the system instantly posted a check-in letting their friends know they were at Bonnaroo.
Photo: Courtesy of Superfly Presents
'Checked in by Ford Escape' appeared with each of the Facebook check-ins, which organizers say totaled 200,000 over the four-day festival.
"Checked in by Ford Escape" appeared with each of the Facebook check-ins, which organizers say totaled 200,000 over the four-day festival.
Photo: Courtesy of Superfly Presents
At four locations around Bonnaroo, concertgoers could swipe their wristbands to take a photo that would post to their Facebook accounts.
At four locations around Bonnaroo, concertgoers could swipe their wristbands to take a photo that would post to their Facebook accounts.
Photo: Erika Goldring
Organizers placed two check-in portals near each of the five stages. Guests who swiped their wristbands received a Spotify playlist of the act's setlist at the end of the day.
Organizers placed two check-in portals near each of the five stages. Guests who swiped their wristbands received a Spotify playlist of the act's setlist at the end of the day.
Photo: Erika Goldring
Twenty check-in portals were located around the festival grounds, including near stages, at the cinema and comedy tents, and at the silent disco.
Twenty check-in portals were located around the festival grounds, including near stages, at the cinema and comedy tents, and at the silent disco.
Photo: Erika Goldring
Hendrick’s believes its consumers are driven by curiosity and creativity.
Hendrick’s believes its consumers are driven by curiosity and creativity.
Photo: Courtesy of Hendricks Gin
Each pop-up shop featured its own distinct cocktail inspired by the locale.
Each pop-up shop featured its own distinct cocktail inspired by the locale.
Photo: Courtesy of Hendricks Gin
Hendrick’s Emporium showcased the gin’s versatility, as well as reinforced the brand’s whimsical image.
Hendrick’s Emporium showcased the gin’s versatility, as well as reinforced the brand’s whimsical image.
Photo: Courtesy of Hendricks Gin
A woman perched on 25-foot stilts concealed an invite-only tea party under her costume.
A woman perched on 25-foot stilts concealed an invite-only tea party under her costume.
Photo: Courtesy of Hendricks Gin
Guests mounted a penny-farthing bicycle to pose for photos.
Guests mounted a penny-farthing bicycle to pose for photos.
Photo: Courtesy of Hendricks Gin
Quaker City Mercantile, Hendrick's long-time creative agency, is responsible for the brand's apothecary-inspired bottle design.
Quaker City Mercantile, Hendrick's long-time creative agency, is responsible for the brand's apothecary-inspired bottle design.
Photo: Courtesy of Hendricks Gin
The “Wall of Pockets” enticed passersby with artfully concealed compartments from which gloved hands would extend to offer trinkets.
The “Wall of Pockets” enticed passersby with artfully concealed compartments from which gloved hands would extend to offer trinkets.
Photo: Courtesy of Hendricks Gin
Mm Hero Bg
Photo: Courtesy of Google
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