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.
PROGRAM DEVELOPMENT / DESIGN + BUILD / EVENT PRODUCTION / STRATEGIC SOCIAL
Amplifying their Iced Tea product, Lipton enlisted Track to develop a food entertainment platform that allowed guests to experience the beverage in a family-centric yet elevated way.
Producing a four-part series of experiential dining events, we invited attendees to enjoy live dining experiences with celebrity chefs. Promoted through a strategic social program with additional amplification in the brand’s key markets, Lipton Chef fest made waves among consumers.
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.
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.
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.
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.
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.
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.
