GMA SUMMER CONCERT SERIES

KING’S HAWAIIAN

OBJECTIVES

  • Execute brand partnership of concert series by designing and building the brand’s activation which featured food and games for concert attendees to enjoy while promoting King’s Hawaiian bread and barbeque sauce products.

E3SIXTY SOLUTIONS

  • Concepted and produced “block party” themed activation space which was on-site at 8 of the concerts in Central Park
  • Hired manager, assistant manager, and a team of brand ambassadors to run the activation and represent the brand
  • Worked with brand to create food sampling option – partnered with caterer to make breakfast sandwiches which featured King’s Hawaiian rolls and barbeque sauce with flavors that changed weekly
  • Produced and provided concert goers with branded premiums
  • Created branded interactive games for consumer engagement

RESULTS

  • Footprint was shown on TV to 9,933,00 viewers
  • 6,250 breakfast sandwiches made with the Original King’s Hawaiian Sweet Rolls served
  • 11,100 premiums distributed
  • 23,857 contest entries
Previous Next