Puma Yard Activation Attracts America's Cup Fans - Event Marketer

Puma Yard Activation Attracts America’s Cup Fans

DB_Gold_Puma_2014 Ex
Brand: PUMA
Agency: KUBIK
Awards: EX AWARDS — BEST EVENT/ENVIRONMENT (CONSUMER)
Year: 2014

Puma Yard offered America’s Cup attendees in San Francisco a meeting space where they could watch the races by day and party by night. The environment, which promoted the America’s Cup, Team Oracle USA and Puma brands, featured a club/bar, retail shop and an expansive lawn for hanging out and picnicking, plus a large screen for watching race coverage. Artificial grass covered the yard with a picnic-friendly surface where fans, exuding an air of coolness, could lounge on beanbag chairs and play corn hole and table tennis.

The space was fabricated from 10 linked-together 40-foot cargo containers for fast setup. The containers were stacked into a fun “tree house” design with stairs, decks and bridges. The official retail outlets for America’s Cup and Team Oracle USA were located on the ground level; the club/bar, on the second floor, offered entertainment and dancing featuring local djs and Red Bull DJ Nights. Wood floors and walls painted by graffiti artists gave the bar an edgy, urban feel. Fans could leave messages for the race team on a chalkboard, and billboards above both sides of the complex reinforced brand messaging. A plastic bag rescue collected used plastic bags for recycled park benches that Puma donated to the city of San Francisco. Activities included a Gillette Shave Station, Body Train boot camps and corporate events for hip companies like architecture firms, ad agencies and dot-coms. The Yard reached an estimated 120,000 visitors and an estimated 38,000 people bought Puma gear.

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