Coca-Cola
Three identical mobile experiences for a nation-wide activation? No problem.
The Share a Coke and a Song Tour presented interesting challenges for the Hargrove team. Activation areas needed to meet a variety of different footprints, requiring that they be able to expand or contract from 100’x100’ for marquis events to 50’x50’ or even 10’x10’ for smaller ones. In addition, each environment needed to be able to be set with limited time and support staff—all while embracing the “Share a Coke” vibe.
And Hargrove delivered. We created three distinct activations that would work together as one cohesive environment with four separate stations that could also function independently. This all included a comprehensive playbook and detailed loading/unloading guide explaining setup and breakdown for all items on tour.
Hargrove also hosted a week of pre-tour training so the staff was able to practice and troubleshoot the entire process before hitting the road.
This project launched a successful five-month tour that hit some of the biggest festivals and events in the nation including Essence Music Festival, The NCAA Final Four, and Sunset Festival as well as touched universities, amusement parks and even wowed the Coca-Cola headquarters in Atlanta. The feedback was that it was the best tour they had ever seen. The DJ stage incorporated into the Sound Bar created an instant party feel and fans around the nation shared photos and videos on their social media channels thereby amplifying its reach.
