GOOD MORNING AMERICA 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 an interactive “block party” themed activation space which was on site at 8 of the concerts in the series
  • 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 – breakfast sandwiches which all featured King’s Hawaiian barbeque sauce and changed flavors weekly - and partnered with local caterer to make them
  • Promoted summer-long “Best Block Party in America” contest, winner received a live performance by Dierks Bentley on their block

RESULTS

  • Footprint was shown on national TV to over 9,666,000 viewers
  • Served 5,473 breakfast sandwiches
  • Distributed 8,247 branded premiums
  • Contest had 1,545 entries
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