With our all-new BoxPop® shipping containers, your brand and agency team now have budget-friendly access to easily transportable Pop-Up-Store event solutions! From double-decker brewpubs, coffee shops, digital sports arenas and everything in between… we can make it happen!
From your initial concept, including sourcing Mediagenic™ locations and permits, to the final activation, our eventpermits™ production team can help you decide which BoxPop® will fit your needs, and… your budget! Call our expert team to start talking through your event idea today!
*BoxPop® is a registered trademark of Britten Inc.
To promote its original shows, The Boys, The Expanse and Carnival Row, Amazon Prime Video Experience activated at San Diego Comic-Con in a BIG way this year.
The “Amazon Prime Video Experience” took place between Thursday, July 18th through Sunday, July 21st. The activation offered three unique experiences to fans, based on the three different shows, which included theatrical performances that transformed the activation space into a giant stage.
Event attendees were able to “enlist in a UN peacekeeping mission on a newly colonized planet, join anti-superhero vigilantes to cover up a crime scene, and visit a secret Victorian lounge where the oppressed are given a safe haven from the world outside,” as described on the Comic-Con schedule.
At the center of the 60,000 square foot activation site, was a 40-foot tower comprised of large LED screens that played content from the shows. Each night of the event, there were live musical performances, followed by a DJ, cocktails and food.
Our eventpermits™ team loved being part of this event!
See more on the Amazon Prime Video Experience here:
On Wednesday, June 12th, Nutter Butter and clothing
brand Johnny Cupcakes headed to 7-Eleven’s Flatiron Store in NYC for an
exciting collaborative pop-up store event, which EventPermits had the pleasure
of securing all the permits for.
Nutter Butter, which is a product of Mondelez International,
decided to go experiential to celebrate its 50th Birthday. In addition
to allowing attendees to sample Nutter Butter cookies, they revealed limited-edition
Jonny Cupcakes x Nutter Butter t-shirts.
Johnny Cupcakes, who describe themselves as the world’s first t-shirt bakery, designs and sells quirky t-shirts that replace “known references with cupcakes.” They are based in Boston, MA and have pop-up stores all over the United States.
Inside the store, attendees had the chance to choose from
two of six Nutter Butter x Johnny Cupcakes t-shirt designs to take home with
them for free.
They also had the chance to have a meet-and-greet with
Johnny Earle aka Johnny Cupcakes,
himself. His cult-following was made very apparent, as fans could be seen lined
up for blocks as they waited for their chance to take part in this exciting
event.
If you are planning a pop-up store for your next experiential event, contact us! We would love to work with you!
To read more about the Johnny Cupcakes x Nutter Butter Event please click here.
To learn more about upcoming Johnny Cupcakes events, click here.
By Kate Bunster, Director of Marketing and Communications
Audio equipment designer and seller, Bose, has hit the streets of NYC in an airstream to promote the release of their latest technology, Bose Frames. At first glance, Bose Frames appear to be regular sunglasses, but in addition to providing eye protection, they also allow you the ability to take phone calls, stream music and utilize voice assistants on iPhone and Android phones. On top of that, the frames come with an augmented reality feature that uses your smartphones GPS to help with hands-free navigation, as well as apps and games for entertainment.
At the Bose Frames Airstream, passersby were able to stop by to experience this new piece of technology first-hand and test out its AR features and audio experiences. At the end of the activation, two lucky winners walked away with a new pair of Bose Frames! To learn more about the new Bose frames, click here.
To this day, there have been three LEGAL building projections on the Empire State Building. We have permitted all of them.
That being said, when our client at Chicago Projection Mapping came to us to help them out with a building projection project for Cirque Du Soleil, they knew they would be in good hands having us as their permitting partner.
On May 5th, we assisted in permitting an amazing building projection display at Chicago’s Low-Line Market. The 10′ mural, inspired by Cirque Du Soleil’s latest show Volta, incorporated live animation and even some scenes from the show.
Cirque Du Soleil Volta, which premiered in 2017, is focused around extreme sports and will be playing at Soldier Field in Chicago from May 18th – July 6th 2019.
The projection will take place every night until May 25th at the following times/locations: 3410 N. Southport Street – 8pm-10pm May 5th – 11th 722 W. Adams Street – 8pm-10pm May 12th – 18th 1531 N. Damen – 8pm-10pm May 19th – 25th
Taking a look at the power of Experiential Marketing with EventPermits™
Why choose experiential marketing?
By, Kate Bunster
Director of Marketing and Communications
With all the different ways out there to market your brand or product, it’s understandably difficult to decide where to focus your marketing dollars each year. Do you spend it on email marketing? Social Media? SEO? Digital and print advertising?
The answer may vary based on your brand’s individual goals, but it will most likely include all of the above to some capacity. If you are looking to take your strategy up a notch, budgeting for live events is the way to go.
Experiential Marketing has proven time and time again to be the most effective way to shape the way your consumers feel about your brand and create long-lasting customer loyalty.
According to EventMarketer’s EventTrack, 85% of consumers are more likely to purchase a product or service after attending a live marketing event. At the same time, 91% of consumers say they have more positive feelings about brands after attending events and experiences.
The proof is in the numbers, so if you haven’t jumped on the live event bandwagon, now is the time! Whether you are looking to execute a pop-up store, product launch, mobile marketing tour, digital double-decker bus, or dominate the Times Square Screens, why not make our experienced team at EventPermits™ your first call? We would love to brainstorm with you about the many different creative ways to take care of all your event needs!
To celebrate 10 years of Samsung’s Galaxy phone and to promote their new S10, the Samsung Experience Tour has hit the road and is headed for a city near you with an incredible experiential pop-up event.
Kicking off in New York on March 8th, the tour is already also underway in Miami, Chicago and LA. Looking forward, it will soon make its way to Austin, DC, Indianapolis, Philly, Atlanta, Boston and San Francisco.
The Samsung Experience Tour has a little something for everyone, showing gamers, health enthusiasts, and tech geeks alike Samsung’s latest and greatest in technology.
Photographers and selfie-takers can step into the / make Studio to test out the new camera on the S10, which features an ultra-wide rear camera lens and tons of new editing features.
For those who are into gaming, the / game Studio offers a space for people to play their favorite game using Samsung technology and to see how their scores measure up to other players in the Samsung Experience Tour Leaderboard.
If health and wellness is more of your thing, there is a space where you can try out Samsung’s Galaxy Watch Active smart watch, in addition to taking a wellness class on-site.
The Samsung Experience Tour will run through May. To check for specific information related to the city nearest you click here.
We are always willing to utilize corny stock photography to make a point! But seriously…can you relate to this?
Call us BEFORE you start planning your next experiential marketing event. Whether it’s for a pop-up store, mobile marketing tour, product launch, sampling or anything in between, we can help!
For those of us in the event industry, the word “hyperlocal” has been hard to ignore. With any buzzword, it’s important for us as event marketers to understand how we can leverage it to maximize your clients next activation.
So what does hyperlocal mean? As defined on Wikipedia, “hyperlocal” is defined as “information oriented around a well-defined community with its primary focus directed toward the concerns of the population in that community.”
When it comes to event marketing, the term hyperlocal comes into play when trying to appeal to a certain population within a very particular location. The elements of the event could be custom based on the location or even the beliefs of the community. For example, if a brand uses locally sourced ingredients for its sampling event. This type of marketing is custom and makes the consumer feel more emotionally connected to the product than say, something that is mass manufactured in a big box store.
As we have learned over the past couple of years, more and more consumers are wanting to hear authentic messages that hit directly home for them. Instead of broader messaging, more targeted contextual advertising is not only preferred, but expected. So it makes sense that there is no better time to take advantage of this trend and we are seeing brands do just that. From Ben and Jerry’s, MINI and Country Time Lemonade, hyperlocal campaigns have taken over the experiential landscape in the last couple of years.
If you are interested in planning a hyperlocal campaign, you may be thinking, “where do I even start?” This is where it could be extremely beneficial to team up with an event partner (like us!) that knows the ins and outs of each market. Whether you need assistance with location scouting and permitting or production help, we would love to work with you on your next hyperlocal event!
Have an idea you would like to discuss? Email hello@eventpermits.com and let’s chat!
By Kate Bunster, Director of Marketing and Communications
It’s no secret that tiny homes have been a rising in
popularity over the past couple of years and as a result, have also become a
trend in experiential events.
We’ve seen major brands like NESTEA, SPAM, Google and
Statefarm embrace the tiny house craze and most recently, Walmart’s mattress
and bedding brand, Allswell has jumped on the bandwagon.
On Thursday, February 7th, the Allswell Tiny Home
Tour made its debut in NYC’s Union Square, allowing passersby to tour the
inside of the home and purchase merchandise to be shipped directly to them. The
tiny home features a living room, bedroom, bathroom and kitchenette for
consumers to draw inspiration from.
The brand describes the tour as “a cross-country journey in
which we’ll demonstrate our passion – to make good sleep accessible to all.”
New York is just the first stop on the Allswell Tiny Home
tour. It will soon make its way to Philadelphia, Nashville, Portland, Hoboken,
San Francisco and more! #AllswellTinyHome
For more information on the Allswell Tiny House Tour check
out:
By Kate Bunster, Director of Marketing and Communications
It’s that time of year again! This Sunday, the Patriots and the Rams will face off for Super Bowl LIII in Atlanta. And while your household may become divided over what team it’s rooting for, the one thing most of us can agree on is that no party is complete without some great food!
In an effort to make your game-day menu easier, our team has compiled a list of our favorite recipes that are guaranteed crowd pleasers! What are your go-to game day dishes?
1.GEORGE DURAN’S CRUNCHY HERBED GUACAMOLE
INGREDIENTS
2 ripened avocados, halved and pitted
3 small red radishes, diced
¼ cup finely chopped cilantro
¼ cup snipped fresh chive
Kosher salt or table salt, to taste
Juice of 1⁄2 lime
Bottled Chipotle Hot Pepper Sauce (optional)
INSTRUCTIONS
Scoop avocado flesh into a bowl (or, for best results, a Molcajete) and add the cilantro, chopped chives, lime juice, and chipotle hot pepper sauce.
Gently mash with until the desired consistency is reached.
Fold in diced radishes and season with salt to taste.
3/4 pound sliced deli ham honey (or honey roasted turkey)
3/4 pound swiss cheese
FOR THE GLAZE
1 stick unsalted butter
2 tbsp. brown sugar
1 tbsp. dijon mustard
1 tbsp. poppy seeds
1 tsp. onion powder
2 tsp. worcestershire sauce
1/4 tsp. salt
pinch black pepper
INSTRUCTIONS
Lightly spray a 9×13 inch dish with baking spray. Cut the sliders in half (in all together, do not break individually). Place the bottom layer snuggly into the bottom of the dish.
Place half of the cheese over top, then layer with ham, then the remaining cheese.
In a small microwave-safe bowl, add the butter and heat until melted. Stir in brown sugar, dijon, poppy seeds, onion powder, worcestershire, salt and black pepper.
Brush over the tops of the rolls. Pour the excess in between and in all of the nooks and crannies.
Cover with aluminum foil, let sit while oven preheats. Bake at 350 degrees for 20 minutes. Remove the foil and continue baking for an additional 10 minutes. Remove and serve immediately.
1 pound bacon strips, cooked and crumbled, divided
1/4 cup heavy whipping cream
1 green onion, thinly sliced
Soft pretzel bites, crackers or carrots and celery
INSTRUCTIONS
In a greased 3-qt. slow cooker
or stovetop pot, combine cream cheese, sour cream, mustard and garlic powder
until smooth. Stir in beer, cheese and all but 2 tablespoons bacon. Cook,
covered, on low, stirring occasionally, until heated through or 3-4 hours in
slow cooker.
Stir in heavy cream or in last 30 minutes if using a slow cooker. Top with onion and remaining bacon. Serve with soft pretzel bites.
By Kate Bunster, Director of Marketing and Communications
EventPermits, LLC
This past weekend, we helped Timberland place a life-size replica of their iconic boot on the Santa Monica Pier. The 13-foot boot grabbed the attention of passersby, serving as the perfect selfie opportunity for social media; and attracted customers to their Third Street location.
Inside the Timberland store, shoppers were given the opportunity to pledge to live a greener life by reducing their carbon footprint.
The Santa Monica activation piggybacked off of a new environmental campaign that Timberland rolled out earlier this Fall, “Born in the Woods, Raised in the City.”
The campaign included multiple activations throughout the New York City market including a pop-up park in the Flatiron District, a Fifth Avenue concept store and an urban greening project in East Harlem.
Though it may be hard to believe, the end of another year is upon us! Often symbolizing new beginnings, the new year also serves as a time of reflection for many people. Here at EventPermits™, our team is going into New Year’s Eve feeling extremely grateful for the amazing projects we have worked on. We’ve compiled a list of some of our favourite experiential activations throughout the years and are looking forward to continuing to “Permit the Impossible” in 2019.
1.Nivea Garden of Love
Love was definitely in the air throughout Nivea’s Garden Of Love, a holiday pop-up which activated in Times Square on Valentine’s Day. Inside the garden, lovebirds had the opportunity to have their photo taken on a swinging love seat with Lisa Rinna or Chrisette Michele and win prizes from an interactive wishing well. The images were then pushed directly to a nearby digital screen and sent directly to their mobile phones for easy social sharing! #TouchAndBeTouched
2. David Blaine Times Square Stunt
Famously known for his mind-boggling stunts, David Blaine knows how to keep people on the edge of their seats. When we were approached by our client to work on this project for Target’s 3 Day Black Friday Sale, we knew it would be one to remember! The stunt consisted of Blaine entering a spinning gyroscope, which he was challenged to escape – 52 hours without food, water or sleep. If he was to complete the challenge, Target agreed to a shopping spree for 100 families in need to shop at their Jersey City store with Blaine leading the way. Of course, he succeeded.
3. Shameless Ice Sculpture, Chicago
Working with our client, we helped kick off the new season of Shameless with this iconic ice Sculpture in Chicago. The sculpture consisted of more than 18,000 pounds of ice and served as the perfect backdrop for social media selfies!
4. Scrubbing Bubbles “Let’s Bubble” NYE Campaign
On New Year’s Eve, we helped Scrubbing Bubbles kick off their “Let’s Bubble” campaign. Consumers had the opportunity to nominate locations throughout the country that they felt needed some “bubble love.” Using our proprietary Street-to-Screen™ technology, those nominations were projected on the digital screens in Times Square for all to see. #Let’sBubble
5. Marshalls Father’s Day Wall
On June 13th, we helped Marshall’s 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. #MarshallsSurprise.
Google isn’t always right! Save time and money with these expert tips straight from a permitting pro.
By Jennifer Respondi, Partner
EventPermits, LLC
They say a picture is worth a thousand words and in the world of permitting, nothing is more evident than this.
We’ve worked with countless agencies and brands on their permitting requests across the country and regardless of program specs, footprint, location or scale – pricing is ALWAYS one of the questions that come up. “Why is permitting so expensive? I can see online that a curb-lane permit is only $25 so why are you charging so much money?” Oy!
The first thing I want to say about this is Google is NOT a permit expert! The same can be said when “Dr. Google” will diagnose you with a terminal illness when Googling about your headache, that late nights with an international client, too much caffeine and lack of sleep probably gave you. Anyone with ‘mad’ Google skills can find what they believe to be the perfect permit online for their activation in Dallas, DC or Miami Beach so why doesn’t this approach work? The 5 reasons below may shed some light on this:
Just because you’re having your event in a curb-lane, does not mean you need a curb-lane permit for your event. Depending on the city you want to be in, there are numerous categories and permits that are required for your event that may or may not include what you think you need when searching online. Each city has its own deeper regulations and departments that require approvals and/or sign off – and those are NOT listed on the website.
I don’t need a permit if I’m on private property, right? Being on a private venue space eliminates a part of the process, but not everything. There are still regulations and policies that require sign-off and permits regardless of where you are. In some cases, this can be more expensive or time-consuming so don’t assume this is the best solution.
Jane Doe from ABC Agency did this same type of thing in NYC, Los Angeles and Chicago last year and it didn’t cost that much!Why is it costing me this much? Depending on the location and market, every year the rules can change. What has been the status quo for years can change on a dime and take months for the process to make itself known. Unfortunately, without being on top of this, it can be weeks into the permitting process before you know you’ve gone down a dark rabbit hole and need to start over.
We need a 40×40 footprint with a 15’ statue, sound and a food truck. Our budget is $5K. That’s enough for the footprint, sound permit and health permit, right? Please – before you go back to your client with a completely unrealistic budget for permitting – call the experts! We can help you set the record straight and help you to manage your client expectations with regard to what their event will actually cost – not what they ‘think’ it may cost.
We don’t have the time or money to hire a permit expert, we’ll just have our staff do it. This is exactly the type of thinking that costs more money and time in the end! Your staff is GREAT at what they do, but getting onto government and city websites looking for the RIGHT permits takes the experience only the experts have. You’ve done the hard work on selling your idea through to your client; you’ve thought about production costs, travel, impact, social media, ROI and all the goodies that go with it. WHY would you step outside of your expertise into the realm of time-sucking permits? Would you want a permitting expert to put together your PR plan & media spin? Trust me, you don’t.
By working with a professional team who knows how to cut through the red tape and obtain everything you need to have a LEGAL event, you will provide your client with a successful and spectacular event. Plus- just think of all the extra zzzzz’s you can get by not worrying about whether or not you’ll get shut down or worse, get bad PR for the client you’ve been working with for months.
Passersby learn the benefits in enrolling in CVS Carepass
By, April McCarty-Caggiano
Director of Client Relations
CVS treated Bostonians to free coffee and hot cocoa on a brisk day at Government Center last week to celebrate the launch of the CVS Carepass, their new membership program. The Carepass service provides delivery perks, discounts and $10 monthly to members to spend in-store.
Dressed in branded, signature CVS red gear, brand ambassadors invited consumers to learn about the benefits of enrolling in their new Carepass program. Those who signed up onsite were entered into random drawings throughout the day to win CVS gift cards in varying amounts.
The CVS Carepass program costs $5 a month or $48 annually and gives members round the clock access to their pharmacist hotline, complimentary medication delivery and discounts on all CVS brand products, according to the Boston Business Journal.
The tour will continue throughout the fall and winter, hitting various markets to promote the new program.
#cvscarepass #freedelivery #extrabucks #carepass
To read more about the CVS Carepass program, please click here.
Still hoping to activate your event in NYC during the upcoming holiday period? We can help!
By, Tommy Hennigan – Contributor
Partner, EventPermits LLC
The annual NYC Holiday Permitting Embargo will commence on Thursday, November 15, 2018, and run through Wednesday, January 2, 2019, from 6:00 a.m. to 11:59 p.m.
During this embargo period, all roadway, sidewalk, and DOT Plaza activities will be restricted, and no permits will be issued or honored by The City of New York, in the confines of the multiple and various embargoed areas.
Any permits issued prior to the date of this notice, for execution during this embargo period may be suspended for the period noted above, at the discretion of the Mayor’s Office and NYPD.
In certain situations, it may be possible to be granted a “Special Use Waiver.” Requests for such waivers should only be requested and submitted for “critical reasons” for a specific project. There is a mandatory Waiver Review Filing Fee, which is required to be paid prior to a waiver being granted, or reviewed.
Prior to this embargo period, all necessary measures must be taken so that all roadways and sidewalks are in proper condition to allow for the expeditious and safe movement of vehicular, bicycle and pedestrian traffic.
Please note that this embargo applies to NYC DOT and NYC special event permits.
Still hoping to activate your event in NYC during the upcoming holiday period? We can help!
If you or your client are looking for large footprint, with a high visibility location where your experiential marketing event will not be affected by the holiday permit embargo, (including in the Times Square area), you’ve come to the right place. But, space, dates and locations are severely limited.
To reserve a great location in NYC for the holidays, please contact us immediately at: team@eventpermits.com.
When it was announced that everyone’s favorite judge was going to receive a Star on the Hollywood Walk of Fame, NBC wanted to show their love for Simon Cowell at the ceremony.
We were tasked with staging a digital double-decker bus featuring Cowell and the message, “Congratulations on your well-deserved Star on the Hollywood Walk Of Fame! From Your NBC Family.” The digital bus display served as a backdrop to the dedication and treated the audience to a great view from above.
The event had several of Cowell’s celebrity friends in attendance including Kelly Clarkson, Heidi Klum, Louis Tomlinson, Adam Lambert, Howie Mandel, Mel B and many more.
Under normal circumstances, getting permission to do anything during a Star Ceremony wouldn’t be possible, but not for our team. EventPermits has spent 30 years building the necessary relationships that allow us to make the “impossible”…POSSIBLE.
Bring us your tall orders, and let’s make magic together!
To read more coverage on Simon Cowell’s star ceremony click here.
Thousands of people ride Philadelphia’s SEPTA Market-Frankford Line each day, but it isn’t every day that they are rewarded with a free pair of sneakers.
On July 20th, PUMA re-launched their classic GV Special sneaker with a unique activation in Philadelphia. PUMA Bloodlines honored Philadelphia’s unique rhythm and energy!
Riders checked in at the 30th Street Station to start the experience and those who hit all four stops received a pair of PUMA GV Specials at a branded block party in Franklin Square. The activation included four unique “Puma Stops” along the SEPTA train line, each location with its own entertainment for riders and block party attendees to enjoy.
Stations included 30th Street, 15th Street, 13th Street and 5th Street, ending near Franklin Square Park. At each station stop, participants were given a voucher. If they collected all of them, they received a VIP Puma Event Pass at the last stop for their free pair of Pumas at Franklin Square Park!
Artist Sierato was at the park, custom painting shoes that were part of a raffle. Sierato creates some of the most unique and socially viral artwork for your feet.
Food was provided by Center City Pretzel Co., Sonny’s Famous Steaks and John’s Water Ice. Music and entertainment included DJ Cosmic Kev, Matthew Law, Rapper Freeway, Yis “NoseGo” Goodwin, Recohavoc, Grande Marshall, bucket drummers, and more!
The event attracted participants of all ages and earned an exceptional amount of social media buzz, especially on Instagram where the hashtags #pumabloodlines#pumabloodlinesphilly were used by attendees.
MarshallsFather’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!
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!
Fans camp out for nights to experience Jenner’s brand in-store
By Kate Bunster, Director of Marketing and Communications
EventPermits, LLC
Last week, my team and I headed to the Event Marketer Summit in San Francisco. Since it was my first time in the city, my teammates served as my official tour guides throughout the duration of our visit. I had absolutely no shame in snapping pictures of all the “touristy” stuff!
One morning, we ventured out before heading to our morning session and stumbled upon the Kylie Cosmetics pop-up store on Grant and O’Farrell. The exterior was a two-toned peachy pink and white. Above the entrance read the words, “KYLIE” and “05/18/18,” which was the launch date of the pop-up.
I’M SO EXCITED! Coming for you San Francisco! The Kylie Pop Up opens this Friday 10am at 21 Grant Ave. See you then 😉 I have some special things for you guys exclusive to the store! pic.twitter.com/7DC3sQsGBJ
Even though it was still four days out from opening day, it was already creating a ton of buzz. Fans stopped by the storefront to take pictures and get a first look at what the beloved celebrity cosmetics brand had in store for them – no pun intended. The EventPermits™ team was able to catch an exclusive first look at the pop-up before it opened its doors to the public.
The pop-up created so much buzz before launch, that fans began lining up two days before the event. Because of this, many of the streets surrounding the activation footprint were shut down. This probably had something to do with that fact that Kylie posted on social media that she would be dropping by to meet with fans and there would be “some special things” exclusive to the store. As a result of all the excitement surrounding the event, it was reported that the Kylie Cosmetics pop-up event drew in over 2,000 to the Union Square area!
The micro trends that will dominate the event industry this year
By Kate Bunster, Director of Marketing and Communications
EventPermits, LLC
This past week, some of the world’s greatest minds in marketing gathered in San Francisco for EventMarketer’s Experiential Marketing Summit. The week was packed with informative presentations from Samsung, Amazon, Mondelēz, Lyft and many more. Our team was incredibly inspired by the energy and insight that surrounded the event and are excited to share some of our key takeaways.
As technology and social behaviors continue to transform, so does the way that we– as marketers– communicate with our audiences. These changes are materialized in the trends we see each year in experiential. Here are five of those trends that were prevalent throughout this year’s Event Marketer conference:
1. User Triggered Experiences
Now, more than ever, customers are craving to have total control over their experiences as consumers. Because of this, brands are putting the power back in their hands during activations, creating unique experiences that occur on their terms. A good example of this is when, earlier this year, Citibank put a huge ball pit in the middle of Times Square. Attendees who jumped into the ball pit were able to interact with their “JOYTM,” which instead of money, distributed prizes. In a world where consumers don’t always have a say in the information and messages that are being thrown at them, this is extremely impactful.
2. Cause Marketing
Yes, our goal as marketer’s is to make money, but what if you could make money AND do something good? Cause marketing turns good into action. When we feel good, our consumers feel good; when we make our consumers feel good, the chances of brand loyalty and recognition is greater.
A perfect example of this is State Farm’s, “Here to Help “campaign, which activated during Bonnaroo. Event-goers took refuge in the insurance company’s 32-foot by 32-foot air-conditioned structure, which gave out useful items such as sunscreen, toothpaste, and bandanas. Statefarm encouraged the use of the hashtag #heretohelp, sticking to their company message and spreading it way beyond the activation footprint.
3. Learned Experiences
Simply put, brands are now making event attendees work harder for a reward. In order for them to get X, they must first do Y. Though this may seem somewhat demanding of the customer, brands are executing this in a way that is engaging, attractive, and hard to ignore. These learned experiences add a valuable (and not to mention, shareable) layer to the consumer experience. Watch how Kit Kat Brazil used their “Virtual Staring Contest Vending Machine” to bring this trend to life.
4. Tradable Experiences
People absolutely love free stuff…until they have too much. A free hat here, an energy bar sample there– they’re all great. But when attendees begin to become inundated with event swag, not only does your brand risk getting lost in the rest of the “pile”, but event-goers also become disinterested. This is why Hershey’s created a “Swag Exchange” at SXSW, which created a ton of buzz for the relaunch of their Take 5 candy bar.
5. DIY – Maker Moments
Much like learned experiences, maker moments call for a special type brand interaction, in an even more hands-on way. With “Maker Moments”, consumers are asked to create something for your brand. This trend is genius, as it causes attendees to slow down and take the time to soak in your message, especially when you are activating in fast-paced markets, such as NYC. This trend was seen at Coachella, where guests could customize shoes in the Popsugar Cabana Club with DSW. In a culture where DIY is becoming the new norm, this approach is a no-brainer.
Instagram.com/dsw
Though these are just some of the upcoming trends in experiential, there are a ton more out there that will continue to evolve from year-to-year. Which of these trends are you most excited about acting upon?
Advocate Health Care Promotes Early Detection on Chicago’s Magnificent Mile
By Jennifer Respondi, Partner
EventPermits, LLC
In honor of Breast Cancer Awareness Month, Advocate Health Care installed a 16′ Breast Cancer Support Bra on Chicago’s Tribune Plaza.
Coupled with HY Connect in Chicago, Advocate Health Care was able to bring this Breast Cancer Awareness project to life. Their goal was to draw attention to the importance of self-checks, in addition to regular mammograms for women; it is vital for early detection and preventative care.
The Breast Cancer Support Bra is part of Advocate Health Care’s annual campaign, #StoriesOfTheGirls.
EventPermits assisted in the location scouting and legal presentation of the Breast Cancer Support Bra. Additionally, we worked with the City of Chicago to turn the skyline lights from white to pink throughout the month of October for the “Light the Way to Find a Cure” campaign. This was the second consecutive year for this portion of the activation.
Advocate Health Breast Cancer survivors stood together with one another beside the sculpture on the day of the event. They shared their stories and the importance of breast cancer awareness through early detection, self-checks, mammograms and treatment options. Participants were given pink carnations to show their support, along with pink lip balm from EOS.
The 15,000-pound bra provided an eye-catching photo opportunity for passersby. Besides being an interesting social media photo, the Bra Statue contributed to a much greater cause. After all, for every photo posted with the tag #SupportYourGirls on Instagram & Twitter, Advocate Health Care donated $1 to the American Cancer Society.
The event was broadcast on local news stations such as WGN-TV, ABC 7, Fox 32, and CBS 2 in Chicago.
Celebrating National Caramel Day at the Santa Monica Pier
By Jen Respondi – Contributor
Partner, EventPermits, LLC
When I think of caramel, I instantly think of the delightful candy from Werther’s Candies every time. It’s just how it is! When I think of the board games I played as a kid and with my son when he was little, Candy Land is at the top of the list. Combining these two memories is sweet in more ways than one.
In honor of National Caramel Day (April 5th), EventPermits worked together with Agency H5, in conjunction with Hasbro and Werther’s Candy, to create a life-sized version of the board game, Candy Land!
Agency H5 in Chicago was tagged by Werther’s to bring this magical land of caramel dreams to life. The activation featured:
-Werther’s Woods
-Caramel Crème Lagoon, where guests were able to ‘fish’ for a bag of Werther’s
-Caramel Popcorn Mountain, which offered samples of caramel popcorn
The Werther’s version of this timeless board game brought both young and old to have fun together. Participants were able to choose from oversized cards, which determined their path on the board. The game ended at Caramel Castle.
A special guest appearance was made by ‘Extra’ and ‘Saved by the Bell’ star, Mario Lopez. The actor fished for caramel candy with his kids and posed for some pictures along the way.
Working with the City of Santa Monica, EventPermits helped turn a small piece of the Pier into a truly sweet experience. Our team assisted in providing the location scouting, permitting and legal presentation of the activation.
The event was broadcast on local news stations such as ABC, FOX, CBS, and SMDP in Santa Monica. Agency H5 used the hashtag #WerthersXCandyLand to engage users on social media.
For those who were not able to attend in person, you can download the online version of the game and have some fun! https://caramelday.com/
Booking.com provides travelers with three unique experiences
By, April McCarty-Caggiano
Director of Client Services
Project Background
EventPermits recently assisted Booking.com with a mobile marketing campaign to promote the debut of it’s new category, “Book The US List.” Their newly launched website update features the most unique places to stay in each of the 50 states and Washington, DC.
Travelers, from around the globe, entered a contest on the booking.com website where they were able to choose from one of three once-in-a-lifetime locations to spend a night. These unique locations included: The Empire State Building in New York City, American Airlines Arena in Miami, Florida or the Ultimate Nick Jonas Tour Bus in Los Angeles, California.
How We Made it Happen
Booking.com wanted the final venue or location of the Ultimate Nick Jonas Tour Bus to be as exclusive as the opportunity itself. The bus needed a picture-perfect LA backdrop. They approached EventPermits to help secure the iconic Hollywood Sign.
Press was able to witness the exciting announcement of the winner’s special opportunity on the morning of March 8th, where they received worldwide media attention along with social media buzz for the activation.
Though it was not the exact tour bus Jonas takes on the road, the singer played a large role in the design. He even included some of his favorite things within the tour bus, in order to provide the most authentic fan experience as possible.
In addition to the one-night stay, the lucky guest enjoyed a guided tour of LA and a meet and greet with the singer. The winner also received dining at two of Nick’s favorite restaurants and transportation to and from the bus.
By Kate Bunster,
By Jennifer Respondi, Partner
By, April McCarty-Caggiano 
By, Kate Bunster
