Experiental
Marketing
ESPN’s blanket coverage of Super Bowl XLIX kicked off at Fan Fest in Scottsdale, the network’s studio home leading up to the Big Game. 130 hours of TV and radio shows originated from Fan Fest Scottsdale which included three outdoor stages, a 24-by-48 demo field and acres of FREE, sponsored Fan activities, entertainment and full service pop-up restaurants and bars that welcomed 100,000’s of sports fans during the seven day event!
What happens when you combine the love of cooking and eating with a generous serving of American inspired music and gently fold in our love of the National Parks and Historic Areas? You get 15 bands, 3 chefs, 20 original regional recipes, 2,913 miles travelled and 1000’s of new music and food fans! We raised awareness of our National Parks through a fun, interactive experience featuring regional cooking, different genres of music with a family-focused folk-fest.
Thousands of aspiring chefs and “grillers’ from across the country entered the annual Dole® California Cook Off competition. A panel of professionals combed through over 5000 recipes each year to narrow the field, with Regional finalists invited to compete live in front of huge crowds who enjoyed cooking and mixology demos from renowned Chefs and influencers while enjoying various food and beverage samples, raffles for Weber Grills and more!
Ringing in the New Year with 3 days of FREE entertainment, unique, themed experiences and educational opportunities for all ages in Pasadena the home of the Rose Parade® and Rose Bowl Game became the perfect compliment to America’s New Years Celebration! Thousands of guests enjoyed all the activities including demos from celebrity chefs, appearances by sport icons, live entertainment, an expansive family fun zone and special themed, sponsored exhibits.
The summer music festival scene provided the perfect opportunity to engage with a global audience and deliver messaging to “Refresh, Refuel & Rejuvenate” with Dole®, “How to Fest” with Dole® the “Secret to Great Summer Cocktails” and “Entertaining is Oh So Sweet” with Dole® which were shared by food, beverage and music-focused influencers across multiple media channels providing well over 200,000,000 impressions!
Easter and Halloween are traditionally associated with "Sweet Treats” so H.Q. seized the opportunity to encourage kids and families to “swap” sweet treats for healthier options from Dole®. Everyone was treated to FREE product samples and themed activities at over 150 Simon Mall locations throughout the country annually. Local food banks were invited to share their mission and to help improve the overall health of the underserved members of each community.
For over two decades H.Q. has recommended that select clients participate in the annual Rose Parade® as part of a larger brand strategy allowing them to reach hundreds of millions of people, across numerous media platforms nationally and globally.
Dole® utilized its Rose Parade® participation to build retail customer and consumer engagement by successfully introducing the 175 year old brand and its products to Generation X, Millennials, Generation Z and Generation Alpha groups through its award winning float entries and related special events and activations.
The Public Storage float was designed to include locally decorated pieces completed at a series of decorating events in over 50 major markets led by Public Storage employees. H.Q. also developed the Sweet Seats Sweepstakes to win a three-day trip to attend the Rose Parade® and Rose Bowl Game.