Successful consumer interactions are only as good as the teams activating in the field.

Choose one of the case studies below to learn more about how Liquid helped our agency clients meet their brand objectives:

To launch a new line of facial cleansers, our agency client developed a national sampling tour to visit college campuses across the country. The tour featured a custom Airstream trailer with a salon, additional vehicles and various activities to reach and engage female college students.

Challenge:

Safely transport a custom Airstream trailer containing fragile vanities / make-up stations to ten markets
Train and manage brand ambassadors and personal stylists in each market in regards to brand promise, talking points, name generation initiative, sampling, and push to retail
Meet or exceed target number of quality consumers interactions and name generation quotas at each campus
Seamlessly replenish potable water (and discard gray water) for eight portable make-up stations (four in the Airstream trailer and four on mobile GEM cars) continuously, and discreetly, throughout activation hours

Solution:

As the campus brand experience required multiple engagement opportunities and a relatively large footprint, it was determined that a two-person Liquid management team would oversee program activation and vehicle transportation. Liquid event managers conducted trainings with brand ambassadors and personal stylists prior to each market launch, including role-playing, for engaging consumers. To meet consumer interaction goals, Liquid event managers scouted high traffic areas on campus and created a roving daily schedule for placing brand ambassadors and personal stylists at different times of the day in key locations with the mobile GEM car make-up stations. Finally, because all make-up stations required constant replenishing of potable water (and the disposal of gray water), Liquid managers devised an efficient delivery system for exchanging water tanks around campus utilizing electric scooters.

Our agency client was charged with winning back top bartenders in major markets across the United States. To meet this challenge, they developed an exciting brand initiative built around a mobile cottage that made appearances at special, invitation-only events in key markets across the country.

 Challenge:

Safely transport a custom-built environment including a heavyweight mobile cottage, distinctive bars made from reclaimed wood, vintage furniture, lights and projectors, multiple consumer activities, and a large inventory of delicate assets and premiums
Adapt environment installation to deliver on client’s vision in eight unique venues
Maintain and repair as needed all environment components including mobile cottage interior and exterior, ac units, consumer activities, and furniture

Solution:

Due to the weight of the mobile cottage and the quantity of set pieces and assets, it was determined that a two-vehicle convoy should be deployed, each driven by a seasoned event manager. To safely tow the cottage, we assigned our Chevy 2500 Silverado Turbo-Diesel along with a special 1,500 lbs. weight distribution hitch including sway control to it, while our 2500 Silverado V8 towed a 7’x16’ tandem-axel cargo trailer containing the program assets and set pieces. As each venue was often radically different, Liquid’s onsite event managers worked closely with our agency client to find the most impactful areas to assemble each set piece. To maintain the pristine condition of all environment components, we carried a special tool kit of cleansers, touch-up paint, and various replacement parts. And finally, due to the incredible popularity of the mobile cottage, we determined with our agency client that additional air conditioning was needed. Between market stops, Liquid sourced and installed a second a.c. unit per the client’s request.

Since 2010, our agency client has been responsible for developing experiential sponsorship extensions for one of the world’s leading sports entertainment properties. These activations are designed to engage fans onsite at marquee live events by providing them exciting opportunities to experience products from sponsoring partners. Over the years, these activations have included video games, action figures, and movie tie-ins to name a few.

Challenge:

Adapt installations within multiple venues to best showcase an ever changing assortment of sponsors and their respective products
Maintain inventory control over a variety of product samples
Accurately communicate product information to consumers from a changing product portfolio

Solution:

Because every sports arena concourse is unique, it is important to anticipate a range of potential staging settings prior to load-in. To address this issue, Liquid reviews a checklist of needs and questions with venue management usually 2-3 days prior to each event. For this particular series of activations, the display creative, product samples, and talking points are all frequently updating. To ensure that we always have the latest assets and information, Liquid’s account management team maintains ongoing contact with both our agency client and their brand client prior to leaving on tour, as well as on the road via cell phone and mobile Wi-Fi Internet connectivity that is installed in each of our trucks. Finally, custom road cases are used to store asset inventory in the tow trailer, and iPads are often used to maintain inventory control.

The Motorola “MOTONOW” Business Initiative was an integrated marketing outreach designed to engage a concentrated group of business people by putting them face to face with the Motorola brand and products in the workplace during the workday.

Challenge:

Scout and lease lobby space within 24 high-traffic office buildings (4 per market in 8 markets)
Design a modular pop-up environment for the lobby space that can be easily transported, assembled and disassembled.
Hire and train local field specialists

Solution:

Office buildings in each market were selected based on daily traffic, profile of business tenants, and a lobby that was conducive to program. The pop-up environment was designed and constructed by one of our preferred partners and featured multiple product areas each showcasing a particular business solution. To manage the program, a two-person brand specialist team was hired in each market. Specialists received comprehensive training on the Motorola brand and products. The training focused on educating visitors about Motorola for business, and for collecting contact information so a Motorola “Dealer Partner” could follow-up and provide personal service to their company at a later date.

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