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THE PINEAPPLE AGENCY

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Michelob Ultra

NARS

Live Nation

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Rivian Logo

Budweiser

Hansens

Camp Bow Wow

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Turbine logo

rivian logo hero

RIVIAN AT OUTDOOR RETAILER

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Rivian Logo

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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Want to Work Together?

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WE'D LOVE TO HEAR FROM YOU

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Michelin bicycle

MICHELIN AT DAYTONA BIKE WEEK

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Michelin Logo

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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UNDER ARMOUR #DRONEDROP

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UNDER ARMOUR #DRONEDROP

SAN FRANCISCO, CA

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THE SETUP

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In a product category saturated with over-the-top advertising, Under Armour wanted to do something that would separate them from the pack. They wanted an activation that was futuristic, awe-inspiring, and that had never been done before - something that would catapult the new Steph Curry sneakers to the forefront of the consumer’s minds.

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STRATEGIC APPROACH

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The Pineapple Agency decided that utilizing drones would create the buzz that Under Armour was looking for. TPA partnered with the top drone pilots in the country and came up with a plan for a digital scavenger hunt that would deliver limited edition Curry 4 sneakers directly to the consumer’s feet.

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EXECUTION

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On a wildly windy day in December The Pineapple Agency launched ten drones off a yacht in the San Francisco Bay. The yacht rocked and weaved as the drones took off into the air carrying sneakers. Meanwhile, fans took to our custom digital platform to uncover the hidden drop zones that were sprinkled throughout the San Francisco area. Guests arrived at the drop zones to place their sneaker orders on iPads that sat in custom branded phone booths. Within minutes the sneakers rounded the horizon and the drones dropped the sneakers directly to the fan.

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RESULTS

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16,000,000 social media impressions

119,000,000 media impressions

30 pairs of sneakers delivered

25,000 emails captured

2500 fans at landing zones

Won Gold at EX Awards

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Want to Work Together?

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WE'D LOVE TO HEAR FROM YOU

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MUSIC FESTIVALS

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MUSIC FESTIVALS

NATIONWIDE

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THE SETUP

[/vc_column_text][vc_column_text css_animation="fadeIn" el_class="grey"]As the world’s largest and most well-known collection of electronic music festivals, Insomniac sought help producing vendor villages for 15 of their biggest festivals across North America. [/vc_column_text][vc_single_image image="18111" img_size="full" alignment="center" onclick="link_image" css_animation="fadeIn"][vc_column_text css_animation="fadeIn" el_class="light-blue"]

STRATEGIC APPROACH

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Vendors were identified and vetted to ensure alignment with the Insomniac brand before they were contacted. The Pineapple Agency then handled coordinating on-site production and logistics, and insurance, and payment processes.

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EXECUTION

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The Pineapple Agency established Insomniac’s first ever vendor villages, and continues to do so. Over the course of the years, we have reached out to thousands of leads and have subsequently contracted more than 600 vendors. As a result, we have established lasting relationships with festival vendors who continuously choose to engage in the show. On site, The Pineapple Agency manages the production and logistics for the entire vendor village, coordinating with the internal site operations team and our  various vendors. to create a profitable and enjoyable experience for vendors and an engaging and entertaining area for guests.
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RESULTS

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70 vendor villages

600 vendors contracted

1,150,000+ attendees

 
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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

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CREATIVE CONCEPTING,
DESIGN & BRANDING

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DIGITAL, SOCIAL MEDIA,
VIDEO STORYTELLING

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PR STUNTS

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CUSTOM FABRICATION

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PRODUCT LAUNCHES

Contact Us

WE’D LOVE TO HEAR FROM YOU

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PHONE

(720) 724 7051

LOCATION

1195 S Lipan St.
Denver, CO 80223

EMAIL US

hello@thepineappleagency.com