SOLO Super Bowl Activation
ElectraMeccanica had just opened their new factory and headquarters in Mesa, and wanted to show their support for the community. The Super Bowl was coming to the area, so they signed up with the Host Committee. EMV supplied vehicles to the committee, attended local events and ran a local campaign featuring outdoor, digital, social and email.
All fun enough, but the big event was in Downtown Phoenix. Three days of music and entertainment, alongside other brands who had a lot more real estate and a lot more money. The client wanted to stand out, and to make their visiting Board of Directors say, “Wow.” Easy. Since singing and driving kind of go hand-in-hand, we came up with the idea to turn the SOLO into a karaoke booth where performers could livestream their videos to their audiences. That’s how SOLO in a SOLO was born. Sort of. We still had to build it.
Done. With a little help from some friends. We loaded it on a transport, then promoted the event with digital and social ads, and a few wild postings around the venue, all inspired by old concert posters.
The activation was covered by multiple media outlets and over the three days more than 11,000 people came through the booth, with many of them taking the mic and sharing. Total impressions were over 1.3 million. Not bad for a little guy.
Never heard for sure if the Board said, “Wow.” But one of our clients used a different expletive.