RED Interactive Agency reached out to The Pineapple Agency to partner on an activation for Under Armour. They wanted to do something that have never been done before with drones: deliver shoes. From there, the #dronedrop was created.
Deliver 30 pairs of signed Curry 4 shoes via drone from Yacht’s to four landing zones in the San Francisco Bay area.
The activation took place in San Francisco, the home of the Warriors and Steph Curry, and corresponded with the launch of the new Curry4 shoe featuring Warriors colors.
TPA strategized the flow and logistics of the activation and worked with the client to establish the following: four branded yachts, four delivery drones, and four landing zones. Each drone would deliver between 7-8 pairs of shoes. The fans would find the landing zones via a social media scavenger hunt.
The Pineapple Agency scouted out potential landing zones, starting with 40 and narrowing them down to 4. Ultimately we used three in San Fransisco and one in Oakland. The Pineapple Agency handled all permitting with the film commission, SFPD, SF Parks and Recreation and both the Port of SF and Port of Oakland. TPA also researched and previewed hundreds of yachts, settling on 4 ultra luxury yachts.
TPA designed and fabricated the custom landing zones with a landing pad and phone booth to order the shoes from. TPA also designed the custom yacht graphics and custom fabricated the drones so that everything was branded Curry4.
TPA vetted and hired eight drone pilots, 15 production assistants, 25 brand ambassadors, and 45 security guards.
The social media contest launched and quickly all four landing zones were packed with fans trying to win the shoes. Almost 1,000 fans came out to try and win the shoes. Between the press, UA social media, Steph Curry social media, and fans posting on social media, the activation had millions of impressions. The activation also led to a spike in sales of the Curry4 shoe.