evm_september-2023 - 7

PLAYBOOK
PIZZA HUT INVOKES TURTLE POWER WITH UNDERGROUND
DELIVERIES AT NEW YORK CITY SUBWAY STATIONS
" Teenage Mutant Ninja Turtles " fans will recall that the crew lived underground in
an abandoned subway station. So to help hype the new Paramount Pictures film
" Teenage Mutant Ninja Turtles: Mutant Mayhem, " during which Pizza Hut has several
cameos, the brand cooked up an Underground Deliveries campaign that invited New
Yorkers to order a pie and retrieve it down below-at a local NYC subway station, that
is. By texting the turtle emoji to a dedicated Pizza Hut hotline number, fans officially
placed an order. The piping-hot pizza was then delivered within minutes at a marked
" Pizza Drop Zone " within the station. Cowabunga, dude!
SCORECARD
THIS SEASON'S
ROUNDUP OF
HITS AND MISSES
HIT: THIRSTY FOR MORE
Over the summer,
Smoothie
King promoted
its X-Treme
Watermelon
smoothie and
lemonade drinks
with a steamy
COLLABS
ARTISTS WORK WITH BOOZE-INFUSED PAINT TO CREATE
COLLABORATIVE MURALS AT TRULY'S 'FLAVOUR FACE
OFF' IN TORONTO
Hard seltzer fans in Toronto were invited to witness a Truly Flavour Face Off paint battle featuring
four local emerging artists, divided into two teams that showcased their skills and faced off
on-stage in real time. The event served as part of Truly's Make Space Project, a commitment to
find, fund and create opportunities for more Canadian creatives to have their work showcased.
During the battle, the teams had just 90 minutes to craft collaborative artworks designed to
inspire others to " bring their own flavor into the world. " And here's the kicker: They used " Truly
Colors " in their work, a limited-edition line of acrylic paints colored from the natural pigments
found in Truly's flavors, created in partnership with The Toronto Ink Company.
Consumers were invited to watch the spectacle, in addition to exploring interactive installations,
like oversized Truly cans that they could make their mark on, and enjoy a live dj set and
bar serving up Truly Hard Seltzer flavors that aren't otherwise available in Ontario. The activation
ultimately raked in 6.4 million social media impressions. Boozy art... what a time to be alive.
(Agencies: Momentum Worldwide, event concept and activation; Arrivals + Departures, strategy
and creative; Craft PR, p.r.)
stunt: The brand
" co-authored " a
romance novel
with ChatGPT
and gave out
300 free paperback
versions of it through a microsite.
The book is now legitimately for sale on
Amazon.
IMAGE CREDIT: AMAZON
MISS: FAUX PAS
Fast fashion retailer Shein faced severe
social media backlash after sending a
group of influencers on an all-expenses-paid
trip to China, where they toured
the brand's factories and shared videos
of " happy " workers in an attempt to
squash allegations of forced labor and
hazardous working conditions.
HIT: SNIFF TEST
Public dog parks aren't a fit for every
canine, especially nervous pups. Enter:
Sniffspot, a new Airbnb-like service
for pooches who require a calmer
atmosphere. The brand partners with
people who rent out their backyards and
private spaces to allow others' dogs to
roam in peace.
MISS: X-ED OUT
The once-beloved
Twitter brand is no
more. Owner Elon
Musk renamed the
platform " X " and
erased all references
to the former brand, including eliminating
its iconic blue bird logo. Marketing
experts across the board say Musk
essentially threw away over a decade's
worth of cultural cachet.
IMAGE CREDIT: X
ART INSTALLATIONS
eventmarketer.com
FALL 2023 EVENT MARKETER
7

http://www.eventmarketer.com

evm_september-2023

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