Product Launch Pop Up Event
EA produced a surprise, pop-up beach party to promote the new McCafé Mango Pineapple Real Fruit Smoothie.
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Managed event concept, site selection, logistics, video production and editing as well as choreography and artistic direction.
Actors and dancers engaged the public crowd at a high-traffic lunchtime location with beach party games, a live steel drum band and product sampling, resulting in a dynamic experience for unsuspecting consumers.
Engaged consumers online with the edited viral video on YouTube and Facebook.
Staffers distributed nearly 2,000 samples, exceeding preprogram metrics.
Media outreach surrounding the online video, Pop-Up Party and product launch garnered more than 90.8 million media impressions with top placements on Yahoo! News, The Huffington Post, Forbes, Chicago Tribune, CNBC and Bloomberg BusinessWeek.
Generated nearly 10,000 views on YouTube of the event.