Archive for June, 2018

Finding the perfect Father’s Day Gift is Just one “Dad Joke” Away with Marshalls

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MarshallsMarshalls Father's Day Wall NYC Father’s Day Gift Wall Comes to Flatiron District

By, Kate Bunster
Director of Marketing and Communications

Whether you’re a chronic procrastinator or have a Dad that seems to just “have it all,” it’s never a good feeling to be scrambling last-minute for a Father’s Day gift. This year, Marshalls came to the rescue, proving that it’s never too late to find the perfect gift.

On June 13th, we helped the discount retailer install a 30-foot by 30-foot wall in NYC’s Flatiron District. Secured to the wall were Father’s Day gifts, which included luggage, a bike, cookware, a kayak and more. When passersby approached the wall, they were asked to tell their best “dad joke.” Then, they could select from the displayed merchandise, which was retrieved by a certified climber.

When our client, City Eventions, came to us with this exciting project, we rolled up our sleeves and got to work. We wanted to secure the perfect location that would attract the right crowd and increase brand awareness.

Working with our client, we decided on the Flatiron District as the ideal spot for Marshalls to hold this event. Aside from being a tourist spot, Flatiron is home to many restaurants and large businesses. A great location to find that on-the-go consumer!

The Marshalls Father’s Day wall drew a huge crowd and earned a significant amount of social media buzz, using the hashtag #MarshallsSurprise. Even musician Kevin Jonas stopped by to pick out a gift for his dad! Stars- they really are just like us!

To view more coverage from the event visit:

http://creativity-online.com/work/marshalls-giant-fathers-day-wall/54788

http://www.thedrum.com/creative-works/project/leo-burnett-marshalls-fathers-day-billboard

 

#EventPermits   #NYCBuildingDeptPermits   #NYCPlazaPermits   #FlatironDistrict   #EventProfs

Central Perk Pops Up in Soho for Friends 20th Anniversary

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Permitting the most EPIC Pop-up store ever


By, Tommy Hennigan – Contributor
Partner, EventPermits LLC

When you think about some of the most impressive pop-up store activations, what comes to mind? For me, I can’t help but think about the Friends 20th Anniversary Central Perk Coffee Shop in SoHo, NYC.

When Warner Brothers wanted to celebrate the 20th anniversary of NBC’s must see TV” line-up, they looked to our longtime experiential agency client, Source Marketing. Our friends at Source immediately turned to our experienced team to handle all of the permitting and security components.

The month-long activation drew in a line of eager coffee drinkers that stretched out over three city blocks each day. Fans came from near and far to sip on the Central Perk Roast blend from Eight O’Clock Coffee. In collaboration with Warner Brothers, Eight O’Clock also sponsored the pop-up.

The Central Perk Experience

Upon entering the Central Perk “experience,” there were tons of social media and photo opportunities. The interior included a working coffee bar, the cast wardrobe, props from the show, and of course, the famous orange couch.

In addition, the merchandise counter offered memorabilia for purchase from the show, including bags of the special Central Perk Roast blend.

Special events were held at the Central Perk shop throughout the month-long activation. Highlights included musical performances by The Rembrandts (Friends theme song artists), as well as Grammy-winning artist Colbie Caillat. In addition, a special guest appearance was made by James Michael Tyler (Gunther from Friends).

The in-store music playing in the Central Perk pop-up included all of the greatest hits from the classic TV series, including Phoebe’s very own “Smelly Cat!”

All in all, Warner Brothers estimated that the hard work from our client, Source Marketing, was responsible for over 1.6 billion earned media impressions! 

To read more about this activation click here. 

Some of our other pop-up store execution highlights and links: