Blog Archives

MOBILE MARKETING / DESIGN + BUILD / PLANNING + PRODUCTION / SWEEPS + FULFILLMENT

Track was tapped to help build a socially driven promotion and mobile Mattress Firm that promised to deliver the best fix for a troubled night of sleep to consumers. We built an eye catching mobile showroom with strong brand presence that traveled throughout New York, Detroit, Dyersville and Houston. Track provided management of logistics and production in each city. Consumers were given a CTA via a social sweepstakes sharing an image of their unbearable sleeping situation and using #JunkSleepRemovers to call in help. The mobile showroom pulled up to 5 lucky winners houses in each city giving them a chance to consult with a MF Sleep expert and pick the mattress of the sleepy dreams. Track oversaw the management and fulfillment of the 5 lucky winners in each city resulting in a campaign that garnered over 17.6m total potential impressions and 20 guests that now have sweet dreams.

IDEATION / CREATIVE DIRECTION / EVENT MANAGEMENT / MOBILE ACTIVATION

To give back to the community, Track produced The Lipton Giving Truck, a visual mobile billboard filled with gift card prizes and Lipton branded premiums. The Lipton Giving Truck hit the road for a week, stopping at 16 Lipton retail & food service partners in 4 markets in the Southeast. At each stop, a team of Brand Ambassadors in Lipton branded uniforms encouraged consumers to step up & spin the prize wheel for a chance to win a premium prize. All consumers walked away a winner!

VENUE PROCUREMENT / EXPERIENCE DESIGN / EVENT PRODUCTION / EVENT MANAGEMENT

To support the Pure Leaf message of “No Holiday Rushing”, Track created a consumer experience that encouraged consumers to slow down during the holidays. As consumers were ready to “rush” into their holiday shopping, Track produced a Covid-safety compliant pop up event at the iconic shopping destination, the Shops at Columbus Circle. Attendees were invited to sample premium Pure Leaf mocktails, take photos in the holiday inspired lounge and get their gifts stylishly wrapped, all compliments of Pure Leaf. The event generated excitement among consumers and retailers, spreading holiday cheer and reminding consumers to enjoy the holidays.

VENUE PROCUREMENT / EXPERIENCE DESIGN / EVENT PRODUCTION / SWEEPSTAKE FULFILLMENT

To support PR buzz of Lipton during the summer months, Track created a program that captured the essence of summer. The program leveraged Lipton’s new creative insignia, the yellow circle, National Iced Tea Day and Luke Bryan as an ambassador.

As consumers were ready to jump into summer, Track produced a covid-safe multi-city pop up event, where attendees were invited to cool off in their city in Lipton branded inflatable pools, sip Lipton Iced tea, and enjoy summer, socially distanced of course! Promoted through a strategic social program with additional amplification in the brand’s key markets, the Lipton Pool parties made waves among consumers.

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.