Event Marketer Spring 2022 - 10

PLAYBOOK
[ pop-ups ]
NEW YORKERS GET MORE THAN THEY BARGAIN FOR AFTER 'PURCHASING'
PACKAGED SNACKS FROM KIND'S VENDING MACHINE
Everyone loves a good speakeasy experience, but what if said speakeasy wasn't a
swanky hidden bar, but instead, a food marketplace? To encourage consumers to eat
more fresh, whole foods in place of packaged snacks-like its own health bars-Kind
planted a faux vending machine in New York City's West Village neighborhood that
led to a secret farmers market. When New Yorkers went to
" purchase " a snack from the Kind-bar vending machine, the
contraption's door swung open to reveal a full-blown farmers
market brimming with whole produce-all available free of
charge. During the two-day pop-up, visitors were invited to
fill up their baskets with fresh fruits and veggies, nuts and
other healthy goodies, as well as participate in a naturethemed
photo op. Well-being for the win (Agency: Tenure).
[ installations ]
JINX DOG FOOD RELEASES THE HOUNDS WITH STATUES COMMEMORATING
PRESIDENTIAL PUPS AND A DOG-FRIENDLY WALKING TOUR
Jinx dog food brand made the most of President's Day this year by honoring
POTUS: Pups of the United States. The brand unveiled three life-sized
statues commemorating famous presidential pooches outside the
Lincoln Memorial at Washington, D.C.'s National Mall to showcase beloved
" Companions-in-Chief " -Fido Lincoln, Pushinka Kennedy and Bo Obama.
Citing the stress of holding office, and the emotional support pets offer,
Jinx aimed to bring attention to the immense impact dogs have had on U.S.
history. What's more, the brand worked with local artist Madelyn Adams to
create a dog-friendly map of D.C. highlighting the location of the statues,
as well as other hot spots for dogs and pet parents to check out while they
tour the district. Who's a good brand?
[ partnerships ]
NOTHIN' BUT NET: FOOT LOCKER KICKS IT WITH PUMA AND
HOOPQUEENS TO CELEBRATE ITS GRAND REOPENING IN TORONTO
All too often, the grand reopening of a retail store involves a lackluster ribbon-cutting ceremony
and a few sales. But for the reopening of its Easton Centre location in Toronto, Foot Locker
Canada went the extra mile-in a stylish pair of kicks, no doubt. Indeed, the footwear company
teamed up with PUMA to deliver a weekend-long series of events for sneakerheads and shopaholics
alike that encompassed music, photo moments, giveaways and cause marketing. The
family-friendly affair kicked off with a set from DJ RXCKZ, followed by complimentary sweet
treats from Craig's Cookies and surprise sneaker giveaways. Subsequent offerings included music
from DJ Elegance and DJ Jayemkayem, Starbucks and Foot Locker gift card giveaways and mini
donuts from COPS Doughnuts. To wrap up the weekend, Foot Locker and PUMA produced a
community giveback event to celebrate Black History Month (February) with HOOPQUEENS,
a platform designed to create a safe space for female athletes by female athletes. HOOPQUEENS
founder Nakissa Koomalsingh and 15 of her fellow female basketball players were invited to the
private event, which was hosted by retired Canadian basketball player Tammy Sutton Brown.
The experience included music from DJ Steph Honey, swag bags filled with pieces from the High
Court Collection by June Ambrose x PUMA, and a workshop on making planters out of basketballs.
And that's how you put your best foot forward.
10
EVENT MARKETER SPRING 2022
eventmarketer.com
IMAGE CREDIT: FOOT LOCKER (NOTHIN' BUT NET)

http://www.eventmarketer.com

Event Marketer Spring 2022

Table of Contents for the Digital Edition of Event Marketer Spring 2022