Blog Archives

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.

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Coppola Winery had a vision – one that challenged the outdated association of beer and baseball.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.

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.

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.

CREATIVE VISION / EXPERIENCE DESIGN / EVENT PRODUCTION / VIP PROGRAMMING

For four years running, Track has executed US Weekly’s high-profile, NY Fashion Week event – an evening that commemorates the magazine’s pick of ‘Most Stylish New Yorkers.’

To bring each production to life, we’ve transformed notorious local venues – Vandal, Magic Hour, and Cathedrale- into a vision of US Weekly’s elevated tastes.  An invite-only guest list of industry tastemakers were invited to experience buzz-worthy programming, made more enticing through the help of relevant beauty and liquor sponsorships.