The Pineapple Agency is looking beyond COVID-19
These are words seldom ever used in our business and yet we’re all being called upon to do this to save lives. It’s the right thing to do, but it’s left us feeling isolated as humans and missing the feeling of being in a crowded room with strangers sharing an experience. For The Pineapple Agency, we believe in the power of brand building through Experiential Marketing. We’re a different kind of marketing agency. We believe in creating emotional connections through live experiences, which means connecting with real people in real-life settings. From custom-built on-site installations to planning season-long tailgate parties, every opportunity is unique and we relish the challenges they provide.
Staying on-brand from home
Like many Americans, we’re working from home but we are very much open for business. Our conference room is now a Zoom call, our dog-friendly office is now our living rooms, our snack shack is now located in our own pantries, and happy hours are done on FaceTime.
As a world, we are collectively awaiting the next opportunity to visit our favorite restaurants, see our favorite sports teams and musicians, and take selfies with our friends. While individuals and brands respectfully step out of the spotlight, everyone is doing their part to flatten the curve. Humans across the world are all experiencing similar things in quarantine, which means brands can relate to their audiences by leaning into authenticity and providing an optimistic, helpful voice on the appropriate social channels.
Demand for experiences grows exponentially
This global solidarity is creating its own unique sense of community and building an unprecedented pent-up demand for immersive experiences. Whenever it’s safe to do so, sponsoring immersive experiences will be the ultimate “reunion” party for brands and their fans. While the timeline is nebulous, we believe that brands can be authentic through the unknown and plan for a brighter future. When that time comes, we will be ready to support your branded experiences.
Here are a few of our favorite examples of delivering unforgettable experiences on tight timelines:
- The Pineapple Agency had just 12 days to secure and transform a location into a pop-up retail shop for Under Armour and the release of Steph Curry’s “Curry 5” shoe. The pop-up came on the heels of the Golden State Warriors’ 2018 NBA Finals sweep.
- We worked with Grin + Beam, formerly known as Canopy, and re-branded them, developed content, a website, and launched their mall pop-up activation in less than 60 days.
- In less than 6 weeks, we concepted, strategized and produced a consumer-first activation for Michelin at Daytona Bike Week which included 6 custom fabricated 20 foot shipping containers.
From brands that have shifted their production facilities to support critical needs to brands that have provided premium subscriptions for free to support the collective boredom of quarantine, companies that have shifted their social media strategies to those that have chosen to respectfully stay quiet, there are many ways to address the global uncertainty of coronavirus while remaining authentic to your brand’s core. We are here to discuss staying authentic during a pandemic and to plan your next experiential activation.
Pineapple is here for you
When it is safe to reconvene, we will be ready to rapidly deliver ‘Out of the Ordinary’ experiences for bold brands. The Pineapple Agency is agile, gritty, resourceful, and loves what we do. When you’re ready, please connect with us so we can get our Pineapple juices flowing on your next project. Speaking from our “core” – we hope you are staying safe and healthy during these uncertain times. If we can support you in any way, please reach out to us! We will get through this together and look forward to planning your next branded experience as soon as we can.