THE PINEAPPLE AGENCY
anything but ordinary
Clients
WISH WE HAD MORE SPACE HERE TO SAY “THANK YOU!”
GRIN + BEAM ACTIVATION AND REBRAND
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GRIN + BEAM ACTIVATION AND REBRAND
FRISCO, TX
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OVERVIEW
[/vc_column_text][vc_column_text css_animation="fadeIn" el_class="grey"]The Pineapple Agency worked with Canopy to create a new consumer-facing brand image for their AI dental technology. TPA rebranded the company as well as fabricated a mall pop up that would show consumers first hand what AI dental products could do. The rebrand and pop up would allow canopy to connect with consumers face to face and increase brand awareness that they were not able to before. Both faces of the project were a huge success, and left consumers feeling empowered to learn more about their mouth health, and take the fear out of dental care.[/vc_column_text][vc_single_image image="18993" img_size="800x600" alignment="center" onclick="link_image" css_animation="fadeIn"][vc_column_text css_animation="fadeIn" el_class="light-blue"]
STRATEGIC APPROACH
[/vc_column_text][vc_column_text css_animation="fadeIn" el_class="grey"]With less than 60 days before the launch of the new consumer facing brand and activation, we were tasked with renaming, rebranding and redefining this new company from the ground up. While working on the new brand identity, TPA was simultaneously ideating and defining the experience that would grab people’s attention and make the launch of this new brand successful in a busy shopping mall. The purpose of the 45-day pop up would be to grab information from a consumer, take a quick AI image of their mouth, and then have experts onsite to discuss their results — all while making the experience painless, and keeping the consumers comfortable. [/vc_column_text][vc_column_text css_animation="fadeIn" el_class="light-blue"]
EXECUTION
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TPA worked to create a name and logo that would encompass all that canopy had to offer to consumers so we landed on Grin + Beam. Once this was finalized we created custom illustrations, brochures, marketing videos and a new website. After the brand identity was formed, it was time to get to work concepting, fabricating and installing a 10’ x 15’ pop up AI imaging experience inside of a popular Texas Mall.
The pop up contained a check in area, two enclosed AI imaging rooms, and a results area. With large scale branding, TVs looping creative content, and beam team members interacting with passersby, we were able to stand out in the hustle and bustle of a busy mall. Pineapple handled all logistics of the booth from fabrication, operations, inventory management, staffing and more.
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RESULTS
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The activation was so successful that our client extended it for a month after the initial strike date. Below are a few of metrics from the activation:
Over 2,000 successful scans
65+ appointments booked on site
5,000+ pieces of marketing collateral handed out
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Want to Work Together?
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WE'D LOVE TO HEAR FROM YOU
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BUD LIGHT BRONCOS
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BUD LIGHT BRONCOS X STADIUM ACTIVATION
DENVER, CO
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[/vc_column_text][vc_column_text css_animation="fadeIn" el_class="grey"]Tailgating is an integral part of the NFL experience. Every stadium across the country has parking lots where fans gather as soon as the gates open for barbecue, beer, and camaraderie. Even as stadiums become increasingly upscale, tailgates remain a grassroots, fan-centric part of football Sundays. Through creative planning, The Pineapple Agency put over 14,000 beverages into fans’ hands over the course of the season while following all the rules for tailgates at Empower Field. [/vc_column_text][vc_single_image image="18958" img_size="800x600" alignment="center" onclick="link_image" css_animation="fadeIn"][vc_column_text css_animation="fadeIn" el_class="light-blue"]STRATEGIC APPROACH
[/vc_column_text][vc_column_text css_animation="fadeIn" el_class="grey"]Empower Field does not make exceptions for tailgate load-in or load-out rules, so The Pineapple Agency worked with Bud Light and local vendors to create a seamless fan experience. The goal was to throw the ultimate sponsored Denver Broncos party, all while preserving the casual, fan-centric atmosphere that makes tailgates worth showing up early for. [/vc_column_text][vc_column_text css_animation="fadeIn" el_class="light-blue"]EXECUTION
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[/vc_column_text][vc_column_text css_animation="fadeIn" el_class="grey"]Over 6,400 fans attended the tailgate during the 2019 Broncos’ season
Over 14,400 Anheuser Busch-brand beverages were served at the eight tailgates!
Gave away three pairs of tickets per game, giving 48 fans a premium game watching experience plus pre-game field access
558 lbs of hamburger and 1580 individual hot dogs served
100+ photos shared from a custom-fabricated photo booth
Gave away swag (koozies, sweatshirts, rally towels, T-shirts)
Thousands of social media impressions
Chase McNary from the Bachelorette and other influencers attended the tailgates.
The tailgate activation was featured in the Budweiser Bugle, a weekly newsletter that goes out to NFL and Budweiser marketing teams, as an activation to be emulated.
Want to Work Together?
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RIVIAN AT OUTDOOR RETAILER
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RIVIAN AT OUTDOOR RETAILER
DENVER, CO
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OVERVIEW
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When Rivian introduced its electric adventure vehicle gaining instant traction and raising millions of dollars, the startup wanted to continue its momentum and make a splash in its target market immediately. With their target consumers defined as achievers, modern explorers, and active families, what better place to activate than at the country’s largest outdoor recreation expo and conference?
The main goal of Rivian's activation at Outdoor Retailer was to tell the Rivian story to local, regional and national outdoor recreation enthusiasts. Of course, the vehicle needed to shine but they didn’t want it to shine as just a product, but as a way of life. Rivian wanted to show that they were changing the future of mobility.[/vc_column_text][vc_single_image image="18890" img_size="1200x600" alignment="center" onclick="link_image" css_animation="fadeIn"][vc_column_text css_animation="fadeIn" el_class="light-blue"]
STRATEGIC APPROACH
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Rivian chose The Pineapple Agency to design and create an experience before, during and after Outdoor Retailer that encompassed all the brand’s attributes and tell the story in an authentic meaningful way. If we earned a few pre-orders of the vehicle along the way, that didn’t hurt either. (We did.)
We took a Direct-to-Consumer approach and targeted Rivian’s three consumer personas — the achiever, the modern explorer, and active families. At a macro level, we also made sure the booth was impactful to wholesale retailers, dealers, and potential partners of the brand who were in attendance.[/vc_column_text][vc_column_text css_animation="fadeIn" el_class="light-blue"]
EXECUTION
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With our vision set on telling the right story, we designed a custom trade show booth and then planned and executed an intimate event for Rivian’s pre-order customers, media, and VIP guests. We utilized creative elements, experiential tactics, and industry influencers to bring Rivian to life at OR.
We built a two-story structure out of sustainable, natural materials to represent Rivian’s attributes of being inspiring, inviting, progressive and adventurous. We created a custom wall display that featured touchable pieces of the EAVs and framed prints. Walking along the multi-media wall, consumers were immersed in the story of Rivian and its capabilities as the world’s first all-electric open bed vehicle.
Attendees could touch and see the vehicle itself, get an educational experience along the display wall, sign up for pre-orders, and climb to the second story for an aerial view of the vehicle as well as the entire trade show floor while enjoying a JuneShine from our Happy Hour.
Most notably, we scheduled professional rock climbing legends Ben Moon and Alex Honnold for appearances to show their support. Honnold’s appearance on behalf of Rivian was one of his first non-media related appearances after Free Solo was released. His presence at OR generated some serious buzz with outdoor enthusiasts.
The ancillary event we planned was a special in-person and livestream experience with environmental non-profit, Honnold Foundation. It served as an announcement of the brands’ partnership to help power a city in Puerto Rico with Rivian’s electric battery packs. The event was hosted at The Hangar at Stanley Marketplace, a former airplane hangar that now hosts some of Colorado’s most special events. We transformed the space with custom built cable spool tables, bars, wheel stands and benches with natural wood elements made from recycled materials.
The livestream had excellent video quality and clarity, included a multi-camera coordinated approach, and an unbroken connection to over 22,000 viewers. It gave over 500 members of the pre-order and VIP community an up-close-and-personal experience with Rivian, Honnold, and created moments that would elevate the brand long after the event was over.
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RESULTS
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Through the lens of an OR attendee, Rivian came to life as a sustainable brand beyond just their proprietary EAV product. Attendees saw that Rivian was committed to ethical exploration and wanted to push the boundaries of mobility and modern transportation. The activations surpassed all expectations. Here are a few of the results by the numbers:
- 370,000+ social media impressions between announcement, booth, and event
- 270,000,000+ media impressions from coverage pertaining to partnership, event, and presence at OR
- Over 29,000 attendees visited Outdoor Retailer — non-stop traffic through the Rivian booth and nearly 1,000 drinks served at happy hour
- 477 invite-only guests checked in at the Rivian x Honnold Foundation event
- 26,000+ livestream views (the view count was 22,000 immediately following the event)
From a media standpoint, coverage was outstanding leading up to and after the event:
- Our activation was voted Best in Show by GearJunkie and The Adventure Podcast
- Top Ten at Outdoor Retailer write up in Men’s Journal
- 25 Coolest Products at Outdoor Retailer by snewsnet.com
- Event coverage from wglt.org
- Announcement on TechCrunch.com
- Featured as a ‘Gear Pick’ on KSL.com
- Brand promotion on insideevs.com
- Multiple features on teslarati.com
This brand activation was well-received in the event marketing community and has accumulated the following awards:
Chief Marketer PRO Awards 2020: Best Direct-to-Consumer Campaign, GOLD
Chief Marketer PRO Awards 2020: Best Use of Video, SILVER
The One Club Awards 2019: Social Media Livestream, BRONZE
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WE'D LOVE TO HEAR FROM YOU
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MICHELIN AT DAYTONA BIKE WEEK
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MICHELIN AT DAYTONA BIKE WEEK
DAYTONA BEACH, FL
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OVERVIEW
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Daytona Bike Week draws half a million motorcycle and sportbike fans from across the globe for ten days of events and festivities. The calendar of events includes races, concerts, sponsored events, and miles’ worth of booths and expos from small custom shops and major brands alike. Michelin and the Pineapple Agency teamed up to create an experiential activation that resonated with everyone from kids to weekend warriors to multigenerational Harley Davidson loyalists.
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STRATEGIC APPROACH
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With only six weeks from concept to Bike Week, the Pineapple Agency started by dreaming big then dove deep into the details. Each shipping container had featured its own mini-activation in addition to supporting the overall activation. As seasoned festival goers, we thought hard about what it takes to show a group of seasoned veterans that they ain't seen nothin' yet. Then we scoured the web for vintage Michelin memorabilia, piled on a healthy dose of choppers, sport bikes, cruisers, a C7 Corvette, and even a BFGoodrich equipped Raptor, and created the best place to hang out, learn about tires, and rest up on the whole strip.
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EXECUTION
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To produce an outdoor activation that included a living room, a barber shop, an Oasis serving up cold water, snacks, and gelato, custom leather engraving, and of course tire and memorabilia displays, we had to build a mini village. We custom fabricated six 20 foot shipping containers including fresh coats of paint, electrical and lighting, custom extensions, flooring, shelving, and more. In addition to the containers, we created custom vehicle/tire displays that showed everything from sport bikes and a Corvette on pavement to off-road vehicles traversing rocks and sand. We also designed and developed a personalized check-in app and fun rider quiz in 4 weeks. Michelin was one of the only vendors that gave everything away for free and provided an immersive experience instead of a product sales booth.
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RESULTS
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Over the course of Daytona Bike week, 2,843 unique users checked in using our custom app, and 1,887 of those unique users filled out a brand Survey — a 66% conversion rate for our client. By focusing on the experience, we created brand awareness and unprecedented conversion rates. In addition to the great results, we had a lot of fun working with Daytona International Speedway and the Michelin and BF Goodrich teams. Here are a few of our favorite results:
More than 15.3k Instagram impressions with #MichelinBikeWeek
Over 10,000 impressions made in the physical space
15,000 Michelin-flavored gelatos served in biodegradable cups
500+ free haircuts and hot shaves given
1800+ Email opt-ins
150% above cross-sell goal and dozens of tires sold on-site
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Want to Work Together?
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WE'D LOVE TO HEAR FROM YOU
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Agency Services
YOU IMAGINE IT, WE CREATE IT
We are a team of award-winning experiential marketers, creatives and event producers who believe in achieving the impossible.
Logistically, we’ve got your back from A-Z, Z-A, and around again.
EXPERIENTIAL MARKETING
MUSIC FESTIVAL
PRODUCTION + OPS
TRADE SHOW EXHIBIT STRATEGY,
DESIGN + FABRICATION
POP UP SHOPS
MOBILE + SAMPLING TOURS
CREATIVE CONCEPTING,
DESIGN + BRANDING
DIGITAL, SOCIAL MEDIA +
VIDEO STORYTELLING
PR STUNTS
CUSTOM FABRICATION
PRODUCT LAUNCHES
Contact Us
WE’D LOVE TO HEAR FROM YOU
PHONE
(720) 724 7051
LOCATION
1195 S Lipan St.
Denver, CO 80223
EMAIL US
hello@thepineappleagency.com
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