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Lipton Be More Tea Music & Lifestyle Festival

IDEATION OF PROGRAM / EXPERIENCE DESIGN / EVENT PRODUCTION / SWEEPSTAKES FULFILLMENT


In celebration of their 125th  Anniversary, Lipton sought a memorable tentpole activation that would bring the energy of the brand to life. Track took on the challenge, and executed a lifestyle-centric event with big impact. The ‘Be More Tea’ Festival invited over ten thousand guests to experience fun activities, musical performances, delicious food, and, of course, refreshing iced tea. The program was developed to put culture and community first, through the lens of the Lipton brand.

Taking over River front park in Charleston South Carolina, we produced photo-worthy and interactive wonderland of branded touchpoints. Among the most prominent were a co-branded photobooth by Cosmopolitan magazine, larger-than-life ‘yard games’ and a grandiose tea pitcher – successfully designed to break a Guinness World Record.

From day into night, hype-worthy bands and artists took to our main stage. Custom designed scrims on both sides of the performance space called attention to Lipton as fireworks lit the sky above.

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Hollister Summer Drop Virtual Concert & Social Promotion Drop

CREATIVE VISION / EXPERIENCE DESIGN / EVENT PRODUCTION / VIP PROGRAMMING


For their three-part 2017 campaign, Hollister sought to capitalize on the hype of Summer Solstice with a blowout activation. Through the production of a thematic event activation with performances by exciting artists, Track helped the brand amplify their ethos: the icon of an endless summer.

Two events were held on June 21st, the official first day of the season, inviting guests in Boston, MA and Austin, TX to experience sunset views and summer vibes. Staggered by time zone, the Hollister curated concert series was dubbed, Summer Drop Live. Each concert was captured on live broadcast. Boston performances by Charlie Puth and Corey Harper and Austin performances by Timeflies and Bea Miller were shared in real time to Hollister’s social audience.

Track handled all elements throughout, including talent/influencer booking, development of pre-event radio promotions, concert production, and ideation of creative touchpoints.

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Brisk Brand Experience @ Complexcon

CREATIVE CONTRIBUTION / DESIGN + BUILD / PLANNING + PRODUCTION / STRATEGIC PROGRAMMING


Brisk’s 2019 campaign is anchored around their partnership with the Universal Pictures blockbuster Hobbs & Shaw, coupled with an ongoing brand initiative to “Fuel Your Creativity.” To support the film’s release, Brisk signed on as a featured sponsor of ComplexCon’s inaugural Chicago event. Track worked closely with both Brisk and Complex to build an exciting, full-throttle experiential activation within a highly competitive space.

The Hobbs Garage, built to look like the garage from the film, housed a Brisk bar with exclusive samples: custom cans of Whup-Ass, including individual cans that provided a choice between Hobbs or Shaw. Blended cocktails, made with Brisk, were created for ComplexCon’s main event. For more hands-on engagement, Track produced Universal’s “Take ‘Em Down” set, which taught attendees how to participate in an action movie – and fueled them to create socially-shareable content. Additionally, Chicago artist Ascend made a creative contribution to the space with a large, hand-painted mural.

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Brisk Experiential @ Miami Art Week

IDEATION / ON-SITE MANAGEMENT / TALENT SOURCING / ACTIVATION PRODUCTION


Brisk Iced Tea sought a buzzy activation to celebrate the launch of their 7-Eleven-exclusive flavor, ’Blackberry Smash.’ With Track’s help, the brands capitalized on the excitement of Miami Art Week by taking part in the Wyndwood Mural Festival.

Track enlisted the creative talents of artist Aaron Kai to produce a one-of-a-kind mural as a playful yet striking interpretation of ‘Blackberry Smash’. With four days of live painting and sampling, the activation garnered plenty of public engagement while serving as a perfect opportunity to capture content for the collaborative launch.

In advance of each activation, Track lead local market promotions – anchoring onto the brand’s own national campaign. Messaging was shared through radio and influencers offered a CTA to win event tickets.

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Brisk Black Panther Early Access Movie Screenings

CREATIVE IDEATION / DESIGN + BUILD / VIP PROGRAMMING / SHAREABLE INSTALLATION


In partnership with Marvel, Brisk sought to capitalize on the highly-anticipated debut of The Black Panther with a series of buzzy early-access screenings.



Track developed twelve concurrent activations in key markets, including LA, Phoenix, Detroit, and Atlanta. The creation of a turn-key event package allowed for regional producers to activate in a way that was efficient on the ground and cohesive throughout.

Sweepstakes and promotional content built pre-event chatter, while branded premiums and photo moments provided share-worthy interaction on-site.

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Âme Jewelry Brand Launch Event

CREATIVE VISION / EXPERIENCE DESIGN / EVENT PRODUCTION / VIP PROGRAMMING


With a focus on ethically-concious diamonds, Ame aims to shake up the fine jewelry industry. In partnership with Publicis worldwide, the brand tasked Track to assist in the development of a launch strategy.  The focal point of this strategy was the execution of two concurrent launch events, each intended to create maximum impact around their lab-grown luxury product.

Working hand in hand with Âme’s founder Alex Popov and designer Elinor Avni, Track developed activations that communicate the brand’s ethos in an elevated way. The first was a VIP event with a celebrity guest list, solidifying the Âme’s relevance and laying the groundwork for interest among a wider audience. The second, a consumer-facing pop-up, made creative use of an unrenovated space within an upscale shopping district to put the ethical nature of the brand on display in it’s best light.

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Uber Brand Day Internal Conference

CREATIVE IDEATION + DESIGN / TALENT MANAGEMENT / VENUE PROCUREMENT / PLANNING + PRODUCTION


In January 2018, Uber called on Track to assist in the creation of the brand’s international conference. Dubbed Uber Brand Day, the San Francisco-based event welcomed employees to enjoy panels by A-list speakers, curated programming, and a networking happy hour.

Uber has grown rapidly – the company is now a tech industry leader and a household name. Despite this achievement, the brand lacked substance, character, an authentic show of community value. Uber needed to build it’s brand up with a voice and a story to tell – because brands must tell stories in order to be truly successful.

With less than a month’s notice, Track developed an activation that gave the brand their voice and empowered the next generation of young geniuses. We enlisted industry makers and shakers to tell their stories -our talent roster included renowned film producer Brian Glazer and celebrated restauranteur David Chang, who engaged exciting conversation among Uber’s expansive team.

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Coppola Wine “Day on the Diamond” Event Series

CREATIVE VISION / EXPERIENCE DESIGN / EVENT PRODUCTION / SPONSORSHIP ACTIVATION


Coppola Winery had a vision – one that challenged the outdated association of beer and baseball. Why shouldn’t wine-lovers be able to indulge just the same? With the release of four signature varietals in full-serving cans, Coppola saw an opportunity to fulfill this vision. In partnership with the brand, Track helped them make their way into the stadium and onto the field.

Track ideated and developed a re-imagined day at the ballpark. In Oakland, Arlington, and Atlanta, guests were invited to enjoy special stadium access and a variety of memorable programming. Each event included games on the field, an array of stadium-inspired treats, and fun photo opportunities.

In advance of each activation, Track lead local market promotions – anchoring onto the brand’s own national campaign. Messaging shared through radio and influencers offered a CTA to win event tickets.

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Nutella Syrup Swap Shop Brand Experience

CREATIVE IDEATION / EXPERIENCE DESIGN / EVENT PRODUCTION / VENUE PROCUREMENT

In celebration of National Pancake Day on February 25th, Nutella encouraged pancake-loving families to incorporate the beloved hazelnut spread into their morning routine. To incentive this swap, the brand offered a free jar of Nutella to those who were willing to hand in their maple syrup.

Track designed and produced the Nutella Syrup Swap Shop, bringing it to Grand Central Station’s Vanderbilt Hall in NYC. Upon entering through a statement-making Nutella Jar-silhouette archway, guests were guided toward one of two swap stations – those who came without syrup received a sample-sized Nutellino’ jar, and those who came prepared received both a full-sized jar and a custom decorated pancake for all members of the family. “Pancake artists” took design requests and drizzled decorative, Instragram-ready Nutella toppings.

A table was set for guest to enjoy the treats on-site, surrounded by three-dimensional Nutella wall art.

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Pepsi Super Bowl Halftime Show Sweepstakes and Fulfillment

SWEEPSTAKES PROMOTION / FULFILLMENT AND HOSPITALITY / MANAGEMENT OF FAN EXPERIENCE

Each year, Pepsi produces the Super Bowl Halftime Show and a big-impact sweepstakes that invites lucky fans to experience it for themselves. Since 2013, Track has managed the show and sweepstakes promotion, as well as the full on-the-field experience. 
Components of each campaign include ticket inventory, execution of promotional elements (social, national, sweeps, radio), winner selection and vetting, management of travel to Super Bowl city, and of course, production of once-in-a-lifetime experience during the Super Bowl itself. 

Social sweepstakes vary year-to-year, providing original engagement each time around.

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