Execute a custom 3-story, 21-foot tall bar fabrication to stand out at the busy festival. A building of this magnitude would drive consumer engagement, further brand awareness, increase product knowledge and compel sampling.  

CHALLENGE

Our challenge was to activate a custom fabrication for Hendrick's Gin during Music City Food & Wine Festival in Nashville, Tennessee. The challenge was to educate attendees on gin and drive consumers to taste the product.

SOLUTION

RESULTS

Hendrick's Gin had a spectacular custom activation that was not only eye-catching, but it also received ​​additional press coverage outside of the festival media.

 

The activation created curiosity and drove foot traffic, creating consumer engagement, social posting, brand awareness and product knowledge & sampling. 60% of consumers that engaged with the bar had never tried gin before the festival and were unaware of the recipes and speciality drinks that could be created with Hendrick’s Gin.

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The activation quickly became one of the most talked about brands surrounding the festival.

 

  • 4,169 total drinks sold over two days

  • 49,000 people reached

  • 45,000,000+ reached in marketing impressions

  • Print coverage

  • TV coverage