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Project:
Trivial Pursuit 90s Edition Mobile Tour
Client:
Fleishman-Hillard, New York
Hasbro Games, Pawtucket RI
Overview:
To celebrate the introduction of the latest version of its iconic Trivial Pursuit trivia game, Hasbro Games wanted to celebrate the 1990's, "The Most Trivial of Decades." A mobile tour was planned to reach media and the public in markets from coast to coast. With help from a former curator for the Smithsonian, a collection of 90s memorabilia would travel from city to city to promote the brand.
Production Plan:
Eventage began with the design of the tractor trailer which would become the "museum of the 90s" for the tour. Eventage designed both the exterior full wrap, which turned the trailer into a giant time capsule as well as the interior walk-through gallery space. The gallery design retained the time capsule theme and featured glass-enclosed display cases, a 90s-era video wall (no plasma screens of course) and three- dimensional graphics throughout.
To bring the tour to the next level, Eventage created a live, interactive performance element. In each city, a professional actor emerges from the time capsule amidst a burst of music, sound effects and smoke. This grunge-clad character, "Rick", has been traveling in the time capsule since way back in the 1990s (he thinks that it is hundreds of years later, not just five). He introduces local 90s celebrities, from Kato Kaelin to Naomi Judd to James Carville, who also emerge from the time capsule and present a gift of memorabilia which will become a part of the rolling museum. After some audience interaction and a 90s trivia quiz, the host leads the crowd and the celebrities in a rousing performance of the Macarena. After the show, the public is invited in to see the wonders of the 90s and the celebrities take their place under a branded tent for autographs and hand shakes.
Eventage produced all elements of the tour, including the research, confirmation and coordination of premier venues in 8 cities (such as the Space Needle, the Country Music Hall of Fame and the Rock and Roll Hall of Fame); complete scenic design and execution of the interior and exterior of the 48' tractor trailer; scripting, music and effects for the live performance element; all technical and support staffing in each market; and overall budget management for every aspect of the project.
Results:
Media coverage within the eight tour cities was outstanding, with multiple live television removes in six of eight markets and print coverage in all eight. The national b-roll package had 28 hits in markets such as New York, Los Angeles, Detroit, San Francisco and Portland. A color game photo and brief appeared in Newsweek and the AP photo was carried in newspapers across the country. Overall media impressions topped 47 million to date. And Hasbro Games was so pleased with the results that a final tour stop was added so that company executives and staff could see the promotion in action at their corporate offices in Massachusetts and Rhode Island.
Client
Feedback:
"Thanks to the entire Eventage team for an incredibly successful Trivial Pursuit 90s Edition tour. The truck looked amazing, the tour went flawlessly, and we had incredible media response. Nothing we asked ever seemed to be a problem, and the field team handled every challenge with ease." - Clark Hare, Vice President, Fleishman-Hillard
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