Blog Archives

SPONSORSHIP ACTIVATION / EXPERIENCE DESIGN / EVENT PRODUCTION / DAILY MANAGEMENT

For the past two years, TuneIn has been working actively to create continuous national brand awareness. The media streaming property has called on Track as their key partner in event programming. Together, we’ve executed a variety of exciting cultural tentpole events at the SuperBowl, NBA All Star Game, NFL Draft, MLB All Star Game, Country Music Fest, SXSW and more.

Beyond the design and production of cultural tentpoles and marquee moments, Track developed and managed live broadcast and fan engagement programming across 2018 and 2019.

Track also on-boarded consumers to download and sign up for the app – a core motivator for product education and the key to building a loyal and consistent user base.

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

In October of 2018, Timberland sought to launch their new Fifth Avenue an experiential retail activation and VIP event. In close collaboration with the brand’s marketing, retail and creative teams, Track developed a holistic vision of the space.

Three unique experiential zones were fabricated as permanent builds, each reflecting the ethos of shoes – weather-proof yet statement-making. Through the production a VIP launch event and a day of consumer activations, we generated maximum hype for both the photo-worthy aesthetic and the products within.

IDEATION / LOCATION SCOUTING / ON-SITE MANAGEMENT / CUSTOM TAKEAWAYS

Ship is new to the digital dating scene – the app is a partnership between Match.com and Betches, and it’s here to ‘make dating fun again. The hook: Ship lets your friends set you up.  It allows users to easy to find dates for themselves or dates for friends.

This all-encompassing activation paired a The term ‘ship’ comes from internet lingo, a descriptor used by millennials and Gen-Z. To land themselves in the spotlight, Ship launched a campaign pushing to have the Oxford English Dictionary to add the new definition of the slang on which their moniker is based.

Track produced a two day activation in New York, bringing a large digital billboard and an eager street team to two strategically scouted locations: The Oxford Dictionary office on Madison Avenue and a high traffic area of the West Village. Against the backdrop of colorful signage, brand ambassadors asked passerby to sign the brand’s a petition (with the intention of sending it to the dictionary’s committee.)

CREATIVE VISION / EXPERIENCE DESIGN / EVENT PRODUCTION / SWEEPSTAKES MANAGEMENT

Pure Leaf’s ‘No is Beautiful’ campaign is a prompt to say NO to things that don’t matter and YES to more things that do. Track helped the brand bring this to life with three concurrent activations – a media-only bookstore event, an official launch on Good Morning America, and the ‘Once Upon a No’ contest.

Our initial bookstore event was lush with experiential touch points and transportive decor. At the NOpiary wall, guests filled out mad-libs style fairytale cards and said NO to things like self doubt and YES to things like confidence and peace of mind. In the Sip N’ See area, attendees were the first to see Amy Poehler’s video series while enjoying Pure Leaf mocktails and fairytale-inspired lite bites. We then opened the contest to the public, placing our NOpiary wall in front of GMA and encouraging passersby to enter the Once Upon a NO contest for a chance to win a trip to Miami.

CREATIVE IDEATION / DESIGN + BUILD / PLANNING + PRODUCTION / TALENT SOURCING

Lipton Iced Tea and and Golin PR came to Track with the thought to host a Pure Leaf activation in the spirit of Eloise at the Plaza. Developing on the seed of this idea, Track produced an Eloise event for the modern tea enthusiast. The result was an imaginative tea tasting, in an elevated setting, with playful touchpoints and takeaways.

Among the city’s many venues, Track found The Elsie Rooftop – the space is a a rare gem, one that had not yet opened it’s doors to branded events. Behind the bar, Mixologist Pamela Wiznitzer brewed and served a variety of dreamy-looking teas using Pure Leaf product. Track also expanded on the Eloise narrative by tapping floral artist East Olivia for custom made decor elements. Guests were invited to assemble their own bouquets, among other ways to engage: writing in lipstick on a flower-rimmed, mirrored backdrop, helping themselves to Eloise-themed headbands from Lele Sadoughi, and posing with Mochi the Insta-famous pug.

CREATIVE VISION / EXPERIENCE DESIGN / EVENT PRODUCTION / DAILY MANAGEMENT

In 2011, Pepsi called on Track to develop an interactive 10-day activation + three (3) music concerts for SXSW. Our objective was to position Pepsi MAX as a progressive brand among the SXSW audience, generating brand awareness nationally through PR and social media amplifications.

Track produced Pepsi Max LOT, an interactive consumer destination in downtown Austin. The activation space served as Pepsi’s brand centerpiece, piggybacked by a series of live concerts. Musical performances were streamed live on Facebook, featuring Big Boi, The Sounds, and Snoop Dogg.

CREATIVE VISION / EXPERIENCE DESIGN / EVENT PRODUCTION / SPONSORSHIP ACTIVATION

In 2012, Track teamed up with Billboard to develop the brand’s Summer Beats concert series in promotional partnership with Pepsi.

Track produced three Twitter-enabled live streamed concert experiences in Los Angeles, Nashville, and New York. Highlights of this series include the Katy Perry Part of Me 3D Movie Premiere and the Michael Jackson BAD25 Anniversary Celebration.

IDEATION OF PROGRAMMING / STRATEGIC PLANNING / EVENT PRODUCTION / CUSTOM CREATIVE

As the official sponsor of the New York City Marathon, New Balance goes above and beyond to host hundreds of global guests each year. For three years in a row, Track has partnered with the brand to produce a four-day program of curated activities – ensuring that every runner’s experience was both welcoming and memorable.

This all-encompassing activation paired a New Balance product showcase with exclusive viewing access on the day of the race, premium athletic takeaways, custom-designed maps and mobile apps, and a dedicated post-race dinner for marathon participants.

Equal parts strategic and personal, our campaigns placed community-value as a core focus – ultimately proving authenticity to boost brand affinity.

IDEATION / ACTIVATION PRODUCTION / ON-SITE MANAGEMENT / PRODUCT SAMPLING

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.

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.