Best Use of Delivery and Merchandise
Gopuff Live—Be Right There
Brand: Gopuff
Agency: Live Nation Entertainment
After a period of flying under the radar, delivery service Gopuff set its sights on building brand awareness that would stand apart from the crowd. Pairing with Live Nation, it focused on the needs of music festival fans, traditionally somewhat isolated from standard amenities during concerts. This was the exact audience to target with Gopuff’s ability to deliver thousands of items through a vertically integrated system of mico-fulfillment centers. At Live Nation’s largest U.S. festival, EDC Las Vegas, the enormous, tent-filled campground made for the perfect place to win new fans. Using insights from consumers, the brand took care to understand what items are most needed by festival-goers. With brand ambassadors traveling via bike or golf cart, deliveries were fast and specific. The “Gopuff Delivery Den” continued at the Governors Ball Music Festival and Rolling Loud. Surpassing brand goals, the campaign led to more than 40,000 one-on-one brand interactions. —S.C.
Best Use of Experiential Activation to Launch a Brand/Product
The Lord of the Rings: The Rings of Power Global Premiere in Four Countries
Brand: Prime Video
Agency: AGENC Experiential + Digital Marketing
Lord of the Rings is easily one of the most popular fantasy franchises in history, and that meant going big for the launch of Prime Video’s long-awaited “The Rings of Power.” With Prime looking to connect with longtime fans while appealing to new visitors of J.R.R. Tolkien’s mystical world, the hype was through the roof. Executing not one but four massive-scale red-carpet premieres, the campaign went several steps further by infusing each location with specific Middle-earth-inspired details. In London, Leicester Square was transformed into an Elven forest, which was dubbed the most ambitious build the plaza has ever seen—even with its impressive history of film premieres. With the scope of the campaign giving Tolkien’s world-building a run for its money, Season 1 soon became the brand’s top original series in 240 territories, driving more sign-ups worldwide than any previous content. —S.C.
