BRING SOMETHING MORE TO THE TABLE

BRING SOMETHING MORE TO THE TABLE

BRING SOMETHING MORE TO THE TABLE

The Ask

The Ask

Develop a Robust Consumer Engagement Strategy for an 8 City Festival Tour

Develop a Robust Consumer Engagement Strategy for an 8 City Festival Tour

The Idea

The Idea

Approachable Sophistication

Approachable Sophistication

The Need

The Need

Drive Awareness

Look Sophisticated

Be Approachable

Liquid to Lips

The Solution

The Solution

Create an Inclusive Experience Designed to Unlock Sophistication and Create “First Sip” Opportunities

23k+

23k+

23k+

Cocktail Sampled

Cocktail Sampled

Cocktail Sampled

10:36

10:36

10:36

Average Dwell Time

Average Dwell Time

Average Dwell Time

20%

20%

20%

Foot Traffic to Attendee Conversion

Foot Traffic to Attendee Conversion

Foot Traffic to Attendee Conversion

The Challenge

THE CHALLENGE

Basil Hayden wanted to leverage their 2023 partnership with Michelin and bring their artfully crafted bourbon to a new consumer audience. Gradient was tasked with creating an elevated and sophisticated pop-up that would travel to 8 cities and engage guests in large scale festivals across the US.

The Tour Build

Michelin Inspired Pairings

Brand Edu-Tainment

Build Integrated AR Extensions

VIP Experiences

High Volume Serving Strategy

The Results

The Results

Gradient created a mobile touring build that allowed guests to sample Basil Hayden inspired cocktails but also have the opportunity to sign up for a VIP membership that deepened the experience. Guests who signed up were brought to a speakeasy where they dined on exclusive Michelin + Basil Hayden small bites while bartender ambassadors gave a intimate brand and whiskey education. The tour hit major cities across the country with markets in New York, Pennsylvania, Kentucky, Georgia, Florida, Illinois, Colorado, Texas, and California bringing Basil Hayden direct to festival goers and new whiskey enthusiast.

Shareable Moments

Brand Ambassador Engagement

Custom Fabricated Elements

Educational Sessions

Key Location Strategies

Mobile Tour Unit Fabrications

CREATIVE STRATEGY

CREATIVE STRATEGY

CREATIVE STRATEGY

CONTENT STRATEGY
Social Capture
Platform Engagement
Custom AR Platform

COMMS STRATEGY
VIP Messaging
Mobile VIP Sign-up
Recap Content
Partnership Strategy

LOCATION STRATEGY
Target Festivals Strategy
Activation Roadmapping
In-Market Activation

CREATIVE PRODUCTION

CREATIVE PRODUCTION

CREATIVE PRODUCTION

EXPERIENCE DESIGN
Spatial Design
Attendee Flow

CREATIVE DESIGN
Programming
Brand Heritage
Approachable Sophisticated Feel

GRAPHIC DESIGN
Integrated Branding
Activation Materials

PHYSICAL PRODUCTION

PHYSICAL PRODUCTION

PHYSICAL PRODUCTION

TOUR
8 City Approach
Custom Fabrication
Build Design

CONTENT
Social Capture
Sizzle Reel

  • VIEW MORE WORK -

A FUTURE FORWARD EXPERIENCE COMPANY

GLOBALLY CONNECTED — U.S. BASED

NEW YORK | LOS ANGELES | MIAMI

Copyright © 2024, Gradient Experience. All rights reserved.

Get valuable strategy, culture and brand insights straight into your inbox.

By signing up to receive emails from Gradient, you agree to our privacy policy.