CURRY POP-UP SHOP

OAKLAND, CA

THE SETUP

On May 28th, 2018 The Golden State Warriors beat the Houston Rockets and made their way into the NBA Championship against the Cleveland Cavaliers. With Steph Curry shining on the national stage, UA saw a perfect opportunity to drop a limited edition line of Curry 5 shoes. However, they didn’t want a predictable, run-of-the-mill sneaker drop. They wanted something special – something timely and something to wow warriors fans.

Outside branding of curry pop up shop

STRATEGIC APPROACH

The Pineapple Agency, and RED Interactive decided to team up to build a pop-up retail experience that would premiere during the Warrior parade in Oakland, California.The pop-up needed to be in market 2 days after the Warriors won the finals. If the Warriors swept the series, this meant The Pineapple Agency would have just 12 days to secure and transform a location into a pop-up shop.

The Warriors swept the finals and The Pineapple Agency jumped into production turning a construction zone into a retail store. The shop would only stay open two days to provide the feeling of true exclusivity.

EXECUTION

The Pineapple Agency immediately scouted locations in downtown Oakland and secured a 5,000 sq. ft retail space right along the parade route.

We designed the concept from the inside out- putting up walls, putting down flooring, sourcing furniture, installing retail displays, covering walls in graphics and even putting a custom Under Armour basketball court in the center of the space. We completed the space with a 30-foot LED wall playing custom motion graphics and a VR experience.

The store opened right on time, on the day of the parade with a line of hundreds of people waiting to get their hands on the limited edition shoes.

RESULTS

2 days in market

Over 2,000 attendees

$30,000 of merchandise sold

Hundreds of thousands of social impressions

 

#DRONEDROP

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#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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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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WE'D LOVE TO HEAR FROM YOU

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WE’D LOVE TO HEAR FROM YOU