- Brand Experience Creation
- On-Site Consumer Engagement
- Retail Events / “Retailtainment”
- Mobile Marketing Tours
- “Pop Up” Branded
BRAND AMBASSADOR PROGRAMS
- Brand Ambassador Program Staffing
- Product Sampling
- Buzz / PR Events
- Spotter Programs
LifeProof (Unleash the Remarkable)
Challenge or Insight:When LifeProof recently launched its new brand “Unleash the Remarkable” brand positioning, Team Epic was excited about the new direction and felt there was a huge opportunity to amplify the brand in a bigger way through a strategic approach to sponsorship. By aligning LifeProof with specific properties and athletes that fit this aspirational messaging, Team Epic identified creative ways to help enhance LifeProof’s efforts in becoming the premier phone case brand in the active lifestyle segment.
Idea:In an effort to build authentic, memorable engagements with athletes and fans who are “unleashing their remarkable”, Team Epic worked with LifeProof to secure sponsorships with CrossFit, IronMan, XTERRA and the U.S. Open of Surfing. We didn’t stop there, and looked to extend our on-site presence at these events through athletes that live and breathe the LifeProof brand. Margaux Alvarez and Andy Potts, both bold, unapologetic, spirited and adventurous, added another dimension by sharing their remarkable achievements through the “Inner Voice” and “Man and the Machine” content series.
Impact:Through new sponsorships, brand recognition increased 10% from 2014 and nearly 25% of attendees at the 2015 CrossFit Games protected their phone with a LifeProof case. By aligning the brand with aspirational properties and athletes, LifeProof is encouraging consumers to unleash their remarkable in every aspect of their life while positioning itself to be the top brand within its target demographic.
AT&T/NCAA Final Four Weekend
Challenge or Insight:Each year, Team Epic is challenged to culminate AT&T’s NCAA sponsorship at the Final Four. What better way to dramatize “Mobilize Your World” than by helping fans to mobilize their Final Four experience through content, apps, events and promotions that made AT&T ubiquitous in Indianapolis?
Idea:Team Epic’s Final Four activation used the iconic event as a tent pole of a season- long integrated college basketball strategy for AT&T. We crafted an immersive brand experience wherever college basketball fans would be in Indianapolis. AT&T’s Fan Zone at Final Four Fan Fest was a live showcase of AT&T technology and basketball fandom spanning 13,000 square feet. Nearly 80,000 visitors enjoyed interactive experiences including a Connected Car tailgate environment where an SUV’s AT&T 4G LTE hotspot powered streaming content on TV’s and tablets, a wearable device that used AT&T’s network to deliver jump shot statistics, and Motion Capture technology to video fans’ inventive dunks for social sharing. Through a strategic partnership with the NABC, the AT&T Fan Zone was the only sponsor activation space where fans could meet (and snap a selfie with) NCAA coaches. All engagements were tailored to showcase how AT&T’s network is constantly improving how people play, watch, and share the sport that they love. The epicenter of excitement was not confined to basketball fans. The AT&T Block Party concert filled White River State Park with 35,000 fans energized by performances from Cold War Kids, Weezer, and Imagine Dragons performances. AT&T live-streamed the concert, broadcasting the experience to people across the nation. AT&T’s presence also included in-game elements, fan engagement at team practices, and entitlement of college basketball’s award ceremony culminating in the presentation of the Naismith Trophy aired on CBS. Events were tied together via the AT&T Final Four app, where fans could plan their experience using their mobile device.
Impact:The multi-faceted activation generated 500,000 unique brand engagements, 16 million social media impressions, and 40,000 app downloads. Consumer interactions in the live space increased over the prior year by +23%.
Wells Fargo “Working Together” Virtual Reality Maze
Challenge or Insight:During the spring of 2015, Wells Fargo launched a new brand campaign, establishing the brand positioning of “Working Together.” Wells Fargo sought Team Epic’s help in creating opportunities to engage new and existing customers through experiential marketing in a way that is authentic to the bank, but also importantly to align with the new brand campaign. The challenge is that people don’t want to think about “work” while enjoying an event, even though this was Wells Fargo’s brand statement.
Idea:Our mission was to create an environment authentic to Wells Fargo and to illuminate “working together” in an engaging manner. Understanding that visiting a bank’s experiential footprint may seem potentially boring to those who first see it, we had to ensure that the experience showed up in a fun, energetic manner with some type of “wow” factor built in. We created a mobile tour, the Together Experience Tour, to feature experiences that support the brand messaging. The highlight of our tour was the Wells Fargo Virtual Reality Maze, establishing Wells Fargo as one of the first brands to use Immersive Computer-Generated Virtual Reality as a way to engage with event attendees. A team was created between the visiting participant, using an Oculus Rift headset, and a Wells Fargo brand ambassador to provide coaching and support, to navigate through the virtual reality maze to beat the clock, or another team (depending on the size of the event experience). Wells Fargo was represented via visual cues throughout the maze, giving the participant a sensory learning experience about Wells Fargo throughout their maze journey.
Impact:At all events, the Wells Fargo Virtual Reality Maze generated long lines of people wanting to get their first Virtual Reality experience through Wells Fargo. Over 59 events, 6,992 people have experienced Working Together by taking a turn at the Wells Fargo Virtual Reality Maze. At the time of this writing, Wells Fargo is conducting a post-event survey through a re-contact effort to measure the impact of the events.
Mars Super Bowl Boulevard Activation
Challenge or Insight:Mars Chocolate – a Team Epic client since 2005 – and its SNICKERS brand team sought to bring their valuable NFL sponsorship platform – “Game Day Satisfaction” – to life in a relevant, contextual, and fun manner.
Idea:Team Epic provided a solution that accomplished major awareness goals through consumer engagement, leveraging the uniquely fun essence of the brand, and strategically employing participatory content that would be spread socially across the networks of each fan we touched. We started with the ultimate mass consumer venue: Super Bowl Boulevard in Times Square (Super Bowl XLVIII in NYC). The Game Day Satisfaction platform was conveyed by allowing fans to record their own “Super Bowl Ad” for SNICKERS. Consumers were placed in an authentic “living room” setting as if they were watching the game at a party and, in super-humorous Slow-Motion fashion, we recorded them reacting to an incredible play in the funniest ways imaginable. Complete with an end-screen logo and “Super Bowl Satisfaction” visuals, this personalized Super Bowl ad was sent to every participant (and through social amplification, to each of their networks). Outside of the in-market activation at Super Bowl Boulevard, Team Epic was able to assist SNICKERS in conveying the Game Day Satisfaction messaging to the masses by bringing the country’s original sports radio station, WFAN, to M&M’s World in Times Square for a live broadcast during Super Bowl week. Multiple sports stars and celebrities stopped by the broadcast throughout the week to be interviewed by high- profile radio personalities such as Boomer and Carton, and radio legend Mike Francesa.
Impact:The SNICKERS activation on Super Bowl Boulevard was a massive success and the brand was able to maintain a superior level of visibility in a very crowded, sponsor-heavy, space. Fan engagement at the footprint reached maximum levels, as the programming exceeded even our lofty expectations. Key Metrics:
- 4 days / 40 hours of activation
- 5 million consumers attended Super Bowl Boulevard
- 8 MM brand impressions over the course of four (4) days
- 250,000 individual samples of M&M's and SNICKERS distributed
- Estimated Brand Engagements via Social Media: 300K+
Wells Fargo Championship Social Hub
Challenge or Insight:Wells Fargo, a Team Epic client since 2013, wanted to extend their title sponsorship of the Wells Fargo Championship beyond Charlotte and Quail Hollow Golf Club. With the client, we set a goal to become the most “socially active tournament on the PGA TOUR”, and drive conversation and engagement using the #WellsFargoChamp hashtag. By putting the power of amplification in the hands of the fans, while providing them with high quality content built to be shared, we could achieve this goal.
Idea:Team Epic worked collaboratively with the PGA TOUR to construct the first-ever state of the art social media center in the Green Mile Village at Quail Hollow, giving fans the opportunity to follow along with the action and interact with the Wells Fargo Championship. The social media center featured a vibrant 8-screen visualization of all the social media activity surrounding the tournament, a self-serve photo station with instant sharing capabilities, a public Wi-Fi network, eight (8) iPad stations for fan use, live PGA TOUR player interviews, and even a lounge to take a break between holes and watch the tournament from a comfortable seat. The social media center was truly a featured location on the course, and an immersive experience.
Impact:The strategic approach integrated experiential, real-time content, and social engagement, and drove incredible success in bringing the fan experience to life across the social landscape. Wells Fargo’s reach extended well beyond the 5,000 people that visited the social media center throughout the tournament. The #WellsFargoChamp hashtag was abuzz all week, and generated over 300 million social impressions; far beyond anything generated in the past.
TOYOTA in NASCAR
Challenge or Insight:In 2007, with limited marketing and activation options due to competitor exclusivity and facing a fan base fiercely loyal to domestic manufacturers, Toyota tapped Team Epic to help navigate its entry into NASCAR’s top series. From that point on Team Epic has worked side by side with Toyota, creating a strategic and sustainable marketing platform focused on creating innovative consumer programs and partnerships that amplify the brand via relevant and memorable engagement.
Ideas:Over the past 10 years, this strategy has led Toyota and Team Epic to a number of groundbreaking and “industry-first” accomplishments within the sport, including:
- The first manufacturer to pace an entire NASCAR Sprint Cup race with both a hybrid (Camry) AND a zero emissions vehicle (Mirai)
- Progressive track partnerships providing Toyota unparalleled access to fans across the US
- Toyota Owners Hospitality – debuting in 2008, a complimentary hospitality experience just for owners that has hosted over 75,000 owners to date
- The NASCAR Sprint Cup Series Toyota Owners 400 – created in 2013, the first major event entitlement of its kind, solely focused on celebrating owners