Michelin Logo

MICHELIN AT DAYTONA BIKE WEEK

DAYTONA BEACH, FL

OVERVIEW

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

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.

EXECUTION

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.

RESULTS

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

Tradeshow booth with logos of brands we work with

TRADESHOWS

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TRADESHOWS

NATIONWIDE

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THE SETUP

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Clients of all sizes come to The Pineapple Agency needing a custom fabricated trade show booth. Some clients want to use the booth for one specific show, and some clients want the booth for multiple shows.

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STRATEGIC APPROACH

[/vc_column_text][vc_column_text css_animation="fadeIn" el_class="grey"]The Pineapple Agency identifies the size of the booth and then ideates on how to make the booth stand out with “WOW” factors. We present our clients with multiple ideas that will engage, impress, and inform guests. We know that there is much more to a trade show booth than just being aesthetically pleasing. The booth must not only be beautiful but interactive, easy to set-up, and sturdy.[/vc_column_text][vc_column_text css_animation="fadeIn" el_class="light-blue"]

EXECUTION

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The Pineapple Agency custom fabricates every part of a trade show booth in our custom fabrication shop. We handle all components of a booth from A-Z, from the custom fabrication and freight handling, to the set-up and tear down.

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Want to Work Together?

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WE'D LOVE TO HEAR FROM YOU

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FRESH COAT MURAL FESTIVAL

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FRESH COAT MURAL FESTIVAL

LOS ANGELES, CA

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THE SETUP

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Hansen’s soda is all about individuality. In a market filled with high fructose corn syrup and other synthetic sweeteners Hansons uses 100% real cane sugar. To celebrate the uniqueness of the Hansen’s brand and creativity or their flavors, Hansen’s along with LRXD wanted to host an event in downtown Los Angeles that would encourage creativity, individuality, and community.

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STRATEGIC APPROACH

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After many strategic sessions, the idea for the first ever Fresh Coat Mural Festival was born. The event would be a free one-day festival in the downtown LA Art District for people of all ages to come eat, drink, and enjoy live music and art. We hoped that immersing people in the festival would encourage them to embody the Hansen’s brand and to #findtheiroriginal.

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EXECUTION

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The Pineapple Agency located the perfect block in DTLA and began the complicated and time consuming process of permitting through the city. We then curated the music and street art line-up, booking five national acts including RJD2, Poolside, and Viceroy and 12 of the top most influential graffiti artists in the world to paint murals for the festival. We also partnered with Food Beast to curate finger-licking food truck selection. Each food truck incorporated a different Hansen’s flavor into their special dishes.  

We fabricated custom art installations, a one of the kind “Hansen’s House” lounge for participants to relax in, and branded yard games throughout the block.  The festival was an amazing way for Hansen’s soda to give back to their loyal fans and bring the community together.

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RESULTS

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7500 attendees

22,000 cans of Hansen's soda given away

300,000+ social media impressions

 
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Want to Work Together?

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WE'D LOVE TO HEAR FROM YOU

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WE’D LOVE TO HEAR FROM YOU