Brand Activations
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Pop Ups
Client Ask
Promote Elton John’s new Sam's Club eyewear line and drive consumers to try and buy glasses on site and in store.
Strategy
The goal was to create an immersive eyewear experience that reflects Elton John’s iconic, vibrant style. Designed as a mobile activation, the experience traveled across the country to arenas and stadiums on his Farewell tour, connecting with fans, promoting his new eyewear line, and driving sales.
Bold and bright, the activation was designed to capture attention as fans arrive at the venue, feature interactive photo opportunities, a product display, and a point-of-sale (POS) system. To maximize conversions, smaller POS stations was also placed inside each arena for additional purchase moments.
Production
Activate designed and produced a double decker shipping container that embodies the style of Elton John. The container showcased the product SKUs within the Elton John eyewear line, a try on area, POS bar, and a thematic, pink phone booth to take pictures and share on social. The second story featured VIP programming and a thrilling slide extending off the roof.
Activation
Custom Double Decker Container Store
Elton John Eyewear x Sam's Club co-branded shipping container provided a central focal point for the footprint equipped with oversized glasses, custom slide, point-of-sale capabilities, inventory of eyewear product and video messages direct from Elton himself.
Interactive Product Display
Located within the container were two backlit product displays featuring the eyewear collection for consumers to try on before purchasing. The display also featured a timeline that coordinated with the eyewear themes of Elton John's self-expression.
POS Counter
Consumers were able to purchase eyewear direct on site via a counter in the center of the shipping container through brand ambassadors.
Custom Marquee Sign
Located on top of the shipping container was a custom marquee sign for fans to pose and take pictures before heading down the double decker slide.
Photo Booth Vignette
This bold pink phone booth inspired fans to "Look Yourself" and strike a pose. The booth featured custom pop art graphic of a young Elton John and the Queen, bedazzled vintage phone and feather backdrop with custom neon sign.
Double Decker Slide
Off the second story of the shipping container, guests could slide down a spiral Elton John inspired slide.
Rocket Product Display
Located within the venue as well as Sam's Club stores, a custom rocket product display would pop up simultaneously to the exterior footprint to garner even more attention to the collection.
Branded Tour Bus
For Sam's Club x Elton John clients, a custom branded Elton John tour bus followed along the tour at key stops, transporting clients in style and drawing attention on the road.
