Brand Activation & Fan Experience

A leading company that developed COVID-19 vaccines approached us with a challenging request. They wanted to promote their vaccine in a busy area in NYC. Although they were allowed to drive traffic to a website for making vaccine appointments, they could not specifically promote their vaccine. 

We organized a two-day event in Madison Square Garden’s main concourse. The sponsorship activation featured a photo booth for sports fans to raise awareness about the available COVID-19 vaccines. The setup included two photo booths, a selfie wall, merchandise distribution, and scheduling kiosks. 

The theme for both days was “Legendary Shots,” which featured basketballs and hoops during the Knicks vs. Clippers game and nets and hockey sticks for the Rangers vs. Red Wings game the following day. 

During both games, the activation received over 20,000 impressions, 574 photo booth pictures taken, 363 CRM sign-ups, and 2,200 merchandise items distributed. To top it off, there was a surprise celebrity participation from John Starks!