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Project:
Tropicana Twister Mall Tour
Client:
Fleishman-Hillard, Chicago
Quaker, a unit of PepsiCo Beverages & Foods, Chicago
Overview:
In order to get the new packaging and size of Tropicana's popular Twister drinks into the hands of the "tween" demographic they desired, Tropicana wanted to hit malls with a fun, interactive program which kids would flock to.
Production Plan:
Eventage designed and built a dynamic portable set which included two interactive games, product messaging and an area for two photo booths which provided branded photos to any guests. Plus, thousands of product samples were iced and distributed at every venue. Eventage staff members coordinated not only the load-in and strike of the product, but also the run of show, hosting the interactive games with a local DJ. The tour traveled to 6 malls in the northeast, including venues in Massachusetts, New York, New Jersey and Virginia. One event took place during the massive blackout which crippled much of the northeast. Although the mall in Pennsylvania had power, the staffing and trucks filled with product were in a powerless New York. Eventage staff hit the streets (literally) and found a way to get everything to Pennsylvania and the event went off as scheduled with no delays or shortages.
Results:
The "Twist Things Up" promotion attracted big crowds at each mall, with kids and adults lined up to participate in the games and receive product samples and prizes. Over 13,000 bottles of Tropicana Twister were distributed in the six malls, and brand message impressions were delivered to an estimated 25,000 consumers in each market.
Client
Feedback:
"Thanks again for all your hard work on the Tropicana Twister 'Twist Things Up' mall tour. We really enjoyed working with the Eventage team and look forward to identifying more opportunities to work together." Jamie Stein, Vice President, Fleishman-Hillard
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