Health-focused on-the-go snack brand GoGo Squeez partnered with MKG for the activation tour of its customized vending machine, dubbed "The Goodness Machine." The structure, built by Square Design, was a giant version of the brand's signature applesauce packet. The tour, which kicked off in New York's Madison Square Park July 23, invited kids to #CatchTheGoGo by pushing a button, which activated a launching mechanism that shot out an applesauce packet attached to a parachute with the brand's label. The activation also incorporated a social media and video element, with a custom video recorder that recorded kids interacting with the machine. The videos were uploaded to the “Goodness Machine” website as 15-second GIFs.
The Spamerican Tour promoted the canned meat with a 13-market food truck tour, which took place over a four-month period. Along with free samples of dishes made with Spam, the Match Marketing Group-produced tour gave customers free T-shirts, sunglasses, temporary tattoos, and a chance to win a trip to Hawaii. Spam spokescharacter "Sir Can-A-Lot" was also on site to interact with consumers.
As an off-site promotion at this year's Comic-Con International in San Diego, which took place July 9 to 11, the History channel promoted its period drama Vikings by offering rides in a custom-branded longship. While on board, fans received drinking horns that gave them access to drink specials at select bars throughout the Gaslamp Quarter. The vehicle was also capable of driving on land, where it distributed the horns as well. Civic Entertainment Group produced the promotion.
Community-driven hospitality company Airbnb partnered with SF Pride for a second year and launched a #HostWithPride pop-up. The activation traveled to various neighborhoods over a two-week period, encouraging residents to participate in D.I.Y. activities and a community art installation.
Experiential agency Invisible North partnered with sports drink brand Propel to launch fitness program pop-up Propel Co:Labs, which came to 800 Main Street in Venice Beach in California from April 27 to 30. The experience featured a program of partnerships with trending fitness personalities and included a 3-D photo booth that allowed guests to become part of the Propel campaign imagery. The event will come to New York in June.
The fourth annual Kaleidoscope Ball took place May 21 at 3 Labs in Culver City, California. The event, which was produced by Clare Davis of Harper Sloane Productions and designed by Mindy Weiss Party Consultants, featured a circus-inspired bar for the ball's "Circus for Research" theme.
Kehoe Designs hosted the Designs for Dignity spring gala on May 5 at the Geraghty in Chicago. A photo booth inspired by bedding company and event sponsor Hästens featured a checkered sheet backdrop and pillows, to make it seem as if attendees were lying in bed.
