Houston Market Launch

Experiential

Customer Challenge

DICK’S Sporting Goods wanted to enter the Houston, Texas Market in a powerful
way, with brand- awareness sponsorship activations beginning months before a
Grand Opening Weekend, leading into aggressive simultaneous market-wide pre-
Grand Opening events, and culminating in the largest Grand Opening celebration
ever seen in the U.S.

7,200+ fans met their heroes

Our Solution

To ensure huge Grand Opening Weekend attendance, building buzz and anticipation was critical. For one month prior to Grand Opening weekend, we curated pop-up activations across the market, with immediate chances to win extraordinary prizes. As the unifying mechanism, we concepted, produced, and installed brand-specific “Lit Locker” kiosks at high-traffic, high-visibility sites around the city and used them as engagement platforms.
To ensure huge Grand Opening Weekend attendance, building buzz and anticipation was critical. For one month prior to Grand Opening weekend, we curated pop-up activations across the market, with immediate chances to win extraordinary prizes. As the unifying mechanism, we concepted, produced, and installed brand-specific “Lit Locker” kiosks at high-traffic, high-visibility sites around the city and used them as engagement platforms.
Buzz
We utilized the power of technology to amplify reach, instantly connect with the community, and drive user engagements. Using our proprietary mobile texting platform, we drove awareness, excitement, social media, and pre-GO buzz for one month prior to Grand Opening weekend. Community outreach was key to drive tra c to Grand Opening weekend. For one month ahead, we deployed Street Teams featuring branded vehicles to activate at dozens of local sponsorships and personally invite thousands of people from across the city to the Grand Opening Celebrations
We utilized the power of technology to amplify reach, instantly connect with the community, and drive user engagements. Using our proprietary mobile texting platform, we drove awareness, excitement, social media, and pre-GO buzz for one month prior to Grand Opening weekend. Community outreach was key to drive tra c to Grand Opening weekend. For one month ahead, we deployed Street Teams featuring branded vehicles to activate at dozens of local sponsorships and personally invite thousands of people from across the city to the Grand Opening Celebrations
Digital/Gorilla
For GO weekend, we created and produced cooperative event-within-an-event activations featuring over 70 vendor partners. Head-turning experiences included a sold-out outdoor Overnight Campout at the retail center, Sports Skills Obstacle-Course Challenges, Youth Sports VIP Zones, a 5K Fun Run, a bike track, Live Bass Tub Fishing Demonstrations, Sampling, numerous athlete-celebrity appearances, and many more.
For GO weekend, we created and produced cooperative event-within-an-event activations featuring over 70 vendor partners. Head-turning experiences included a sold-out outdoor Overnight Campout at the retail center, Sports Skills Obstacle-Course Challenges, Youth Sports VIP Zones, a 5K Fun Run, a bike track, Live Bass Tub Fishing Demonstrations, Sampling, numerous athlete-celebrity appearances, and many more.
Experience

The Results

  • 10 concurrent store openings at 6 locations & 120+ activations throughout the weekend resulted in over 2MM live- event impressions
  • 250 event staff on Grand Opening weekend produced over 457MM earned media and 61MM social impressions
  • 7,200+ fans met their heroes at 52 artfully managed, engaging celebrity appearances
7,200+ fans
met their
heros at
52 appearances

What We Heard.

See how we did it for