Event Marketer Spring 2022 - 9

SPRING 2022
[ sustainability scorecard ]
THIS MONTH'S ROUNDUP
OF HITS AND MISSES
[ takeovers ]
ROCKSTAR ENERGY HONORS THE SIDE HUSTLE WITH A GAS
STATION TAKEOVER TO REFUEL RIDESHARE DRIVERS
It's hardly a secret that rideshare and taxi drivers are overworked and underpaid, so Rockstar
Energy set out to honor drivers and their side hustles with Hustler's Station, a one-day
takeover of a Los Angeles gas station designed to reward them for their efforts. The PepsiCo-owned
brand provided $50 gas cards to the first 500 drivers that arrived at Hustler's
Station (actually, Arco gas station), while three drivers won an additional $100 gas gift
card. Brand partner and two-time Formula Drift Champion Fredric Aasbø also made an
appearance at the event, and plenty of cold cans of Rockstar Energy were on hand to quench
drivers' thirst before driving away with a full tank and getting back to the grind.
'THE DAILY SHOW' DELIVERS A MONUMENT TO SATIRE WITH AN
INSTALLATION FOR 'HEROES OF THE 'FREEDOMSURRECTION'
Political satire is a tricky game to play, particularly when you're transporting comedic
commentary into the physical realm. But it's in the nature of Comedy Central's " The
Daily Show With Trevor Noah " to strike when the right cultural moment presents itself.
Enter: Heroes of the Freedomsurrection, an outdoor public art installation that ironically
paid tribute to the " patriots " who stormed the U.S. Capitol Building on Jan. 6, 2021. The
network's one-day stunt was executed exactly one year after the infamous event.
Overnight in New York City's Madison Square Park, Comedy Central installed eight
meticulously crafted monuments dedicated to individuals with close ties to the
insurrection. The installations were quickly discovered and shared by the media, fans
and parkgoers. For those passing by, the installation featured a welcome sign of sorts
that read, " Heroes of the Freedomsurrection honors eight of the patriots who tried to
overthrow their country on January 6, 2021-and failed miserably. Please don't tear down
these monuments, because history. " Each monument featured an imprint of the " hero's "
face and a quote of theirs associated with either the insurrection or overturning the 2020
election. Underneath was a satirical overview of the role they played in the Jan. 6 event.
(Agencies: THA Experiential, production and creative; The Factory NYC and Impact Signs
of Chicago, monument fabrication).
MISS: CHIEF EXECUTIVE
GREENWASHER
Chinese retailer and Gen Z favorite
Shein was called out by critics after it
hired a head of ESG (environmental,
social and governance). The brand
has a murky past when it comes to
its sustainability claims, and some
say its fast fashion model can't be
reformed.
HIT: VOLTAGE ADAPTER
Working with sustainabilityminded
partners paid dividends for
the organizers behind this year's
World of Concrete trade show. A
highlight: exhibitor HILTI leveraged
its renewable electricity sponsorship
to power the show with sustainable
energy sources that saved an
estimated 204 tons of CO2e (read
more on pg. 14).
[ stunts ]
eventmarketer.com
MISS: CHICKEN CARBON-ERA
In 2018, Tyson Foods set a goal to
implement better environmental
practices across two million acres of
corn, which is used to grow animal
feed, by 2020. But according to
the nonprofit Union of Concerned
Scientists, the brand's sustainability
report revealed that as of the end of
2021, only about one-quarter of that
land had been improved.
SPRING 2022 EVENT MARKETER
9
HIT: DRIVING CHANGE
Subaru revamped its experiential
WinterFest platform this year to
encompass micro-events designed
to be almost entirely waste-free,
while its eco-friendly partners-Klean
Kanteen, TerraCycle and Leave No
Trace-offered on-site giveaways
that helped consumers integrate
green practices into their daily lives
(read more on pg. 18).

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Event Marketer Spring 2022

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