Experiential & Activation Work Samples

Context

For years, Marriott Hotels and Marriott Bonvoy activated its Manchester United partnership in the UK, offering numerous experiences for Manchester United fans at Old Trafford Stadium. With the club’s pre-season four-stop tour in the U.S. this summer, Marriott Bonvoy and Marriott Hotels had the chance to build awareness for its longstanding partnership with Manchester United and provide the club’s passionate U.S. fanbase with exciting fan events and once-in-a-lifetime experiences in each stop of the tour: New York, San Diego, Houston and Las Vegas.

Creative

Marriott Bonvoy and Marriott Hotels worked with agency partner 160over90 to develop an integrated campaign called “United. Near and Far”. This campaign was amplified through on-property experiences, fan engagement, public relations efforts, social content, and paid and earned influencer marketing, showcasing how Marriott Bonvoy members can gain unique access to the club through unrivaled experiences offered on the Marriott Bonvoy Moments platform – access that is only available as official partners of Manchester United.

Highlights included:

• • Transforming an AEC Routemaster double-decker red bus into a British-style pub to create the Marriott Hotels Great Room Garden – a British-style pub garden with free food & beverage, DJ and 30-foot screen to stream the Manchester United vs Arsenal F.C. match.
• • Unveiling traditional London taxis in San Diego that offered rides for fans from select hotel hub locations, and even a chance to interact with the Manchester United legends themselves.
• • Creating redeemable Moments packages including Marriott Bonvoy Seat of Dreams at Snapdragon Stadium, and the chance to travel with the team on their private plane throughout the tour.
• • Enlisting a select group of content creators in all four cities to give fans a glimpse into this unique cross-country tour.

Cultural Impact

• 70 guests redeemed rides on Marriott Hotels and Marriott Bonvoy-branded taxis
• 400 Million+ earned impressions across national and local broadcast, print, and online media
• 500 guests attended the NYC “Match Day Viewing Party”

Context

Due to Leap Year, St. Patrick’s Day no longer fell on a Saturday. As a result, Jameson wanted to encourage consumers to start the celebrations early on a holiday that they dubbed “St. Patrick’s Eve”. 160/90 was tasked with bringing this new holiday to life through an experiential lens.

Creative

160/90 planned and executed a multi-level approach to spread the “St. Patrick’s Eve” spirit across the country, complete with a live ball drop experience in Times Square to ring in the holiday.  We helped Jameson take over a plaza in Times Square under the ball drop billboard to welcome consumers into the Jameson family and celebrate the countdown to the ball drop at 8pm (midnight in Ireland).

The free, public activation included a 20-foot-tall entrance, a stage for our DJ and emcee, Jameson merchandise, multiple large-scale photo ops, and a station for guests to collect Jameson cups to bring to one of our six partner bar takeovers in the area to redeem a free Jameson cocktail.

We also executed a friends and family watch party event at the M Social Hotel where media, influencers, and guests were greeted by Michael Che and Colin Jost. The event included a large-scale build with branded photo experiences, Jameson cocktails and RTDs, a DJ performance from Anderson Paak, and a direct view of the ball drop from the patio

Cultural Impact

• 402.7 Million post-event impressions
• 28.3 Million total fan impressions
• 5K Registrations at Times Square Ball Drop
• 2,750 attendees within the footprint

Context

Moncler came looking for a partner to orchestrate its largest, most ambitious London Fashion Week event to date. With a history of flipping the usual two-season calendar on its head and celebrating constant regeneration, diversity, and inspiration, Moncler Genius needed a partner with the same level of obsession to make something truly spectacular.

Creative

Partnering with Villa Eugénie, 160/90 helped introduce Moncler’s 2023 roster of creators, concepts, and collections under the title “The Art of Genius.” Managing the overall event, logistics, and guest flow, our team transformed London Olympia into eight grand, immersive experiences. Each experience was masterminded by Moncler’s co-creators to push the boundaries of luxury, art, and innovation. These included Pharrell Williams’ mossy wilderness ‘The Art of Terrain’, Palm Angels x Boiler Room’s epic foam party, Roc Nation by Jay-Z’s live recording studio, an epic puffer jacket sculpture of Mercedes Benz’ G-Class, and futuristic art installations from FRGMT, Rick Owens and Salehe Bembury. The highlight of the night was a performance by Alicia Keys, dubbed ‘The Art of Dreaming’ featuring Little Simz and Cleo Sol.

Cultural Impact

• 10,000 guests attended the event IRL
• 1 Million+ joining via YouTube livestream, with 700k+ on Twitch
• 4 Billion+ social and media impressions

Context

Every year, UFC hosts its annual tentpole event, UFC International Fight Week, in Las Vegas. Thousands of fans from around the globe descend upon the city for a full weekend of immersive experiences and engagements.

Creative

For the past two years, UFC has trusted 160/90 to step into the ring and help manage the entire event from top to bottom, including planning and execution of the immersive, premiere 2-day fan experience at the Las Vegas Convention Center. Our team developed the floor plan, worked in tandem with UFC Creative to deliver the vision, built out the infrastructure, delivered additional partner experiences, and managed daily operations of the event.

Additional support for the event across the Endeavor network included a VIP lounge managed by OnLocation, live zone sensors and consumer tracking by Endeavor Analytics, and an activation for Professional Bull Riding promoting the October Championship.

Cultural Impact

• 10 brand activations
• 20 partner activations
• 16,500+ tickets sold
• 65 UFC Talent on-site for fan engagement

Context

While the Lionesses’ historic success in Europe has inspired a new generation of football fans, mainstream football culture still doesn’t resonate with the majority of young women.

Creative

In response, 160/90 created a series of inclusive fan-focused fan events in NikeTown London. These experiences were designed to be an inclusive, inspiring space for young women and excite new and existing football fans outside of the typically male-dominated football world. The event lineup featured fan screenings, football skill activities, a pop-up tournament where fans got access to unique and exclusive merchandise, and an opening night party with a live Q&A from the Lioness players.

Context

DP World came to 160/90 seeking support to launch an activation for their “Silver Status” event during the DP World Tour.

Creative

In response, our team created the Nedbank Golf Challenge — the penultimate event on the DP World Tour. 160over90 managed the delivery of the brand’s activation in South Africa, collaborating with the client and partner agencies. The scope included branding, guest management, communications content, B2B events, and unique VIP guest experiences with talent meet and greets, pro-am competitions, and social events.

Cultural Impact

• 150 guests were accommodated in the VIP hospitality program over the four days
• 113K+ views recorded in the first two weeks with the hero piece of content featuring iconic golf legend, Gary Player

Context

To celebrate Gucci’s centennial, the brand wanted to honor the past 100 years of eclectic inspiration and innovation, while also recognizing their place in today’s contemporary culture.

Creative

In response, 160/90 created a rich, multi-sensory experience over a period of twelve weeks to help Gucci reach new audiences and continue the next hundred years of brand excellence. Designed and developed with long-term collaborators Hotel Creative, we transformed a temporary space in east London into a multidisciplinary location that housed a luxury boutique, intimate café, hand-curated bookstore and immersive listening lounge. In its final weeks, we then transformed the venue into a gallery space, showcasing collections from under-represented female artists.

Cultural Impact

• 12 weeks of evolutions
• 2.1M in social media engagement
• 1,674 appointments booked

Context

Every NFL fan dreams of waking up in the stadium on the day of the Super Bowl. For the past five years, 160/90 has helped Courtyard by Marriott, the Official Hotel of the Super Bowl, make that dream come true. In 2023, 160/90 needed to make the Super Bowl Sleepover Contest feel fresh and true to Courtyard’s belief that “Passion Moves Us Forward”.

Creative

In the season-long social contest, 160/90 invited fans to share stories about their game-changing friendships. Then, one lucky winner got to bring all their friends to Miami to enjoy a one-of-a-kind sleepover experience at the Courtyard Super Bowl Sleepover Suite, with special appearances from NFL legends Drew Brees and Dan Marino.

The sleepover suite was bigger than ever, bringing to life Courtyard’s new décor package and Bistro Bar offerings. On Super Bowl morning, our production team then transformed the suite into a VIP hospitality experience for fifty Marriott Bonvoy members and top executives — all in under two hours.

Cultural Impact

• 826 Million media impressions
• 150%+ Increase in impressions from Super Bowl LII
• 2nd Highest brand in the NFL’s proprietary sponsorship awareness study (Up from 5th at the start of the program)

Context

In 2023, the iconic Levi’s 501 jean turned 150 years old. To celebrate, Levi’s launched “The Greatest Stories Ever Worn” campaign, bringing the beloved jean to life via intimate, powerful narratives from around the globe. 160/90 was tasked with the challenge of bringing this global campaign to life in a London-centric way, taking elements of the core San Francisco event and combining it with our own creative activation in the heart of east London.

Creative

Tapping into Levi’s Jamaican roots, we based our activation on soundsystem music culture, incorporating features of the 501 jean like the orange stitching, the red tab, and the blue fabric. This concept formed the foundations of every phase of the project – from venue research to talent and panel talks. Beyond this, we were responsible for production, project management, and partner collaborations, which included two launch nights, food and beverage, t-shirt printing, and content photoshoot management.

Context

For the first time in four years, the BWF World Tour Finals returned to Hangzhou, China in 2023. As a major event sponsor, HSBC came to 160/90 seeking support for their sponsorship needs.

Creative

160/90 led all HSBC activities during the BWF World Tour Finals, including branding, creative, activation, hospitality, and on-ground management. Pre-tournament, our social creative garnered over 1.9 million views and 7.4 million impressions on various China social platforms. During the tournament, our “Rapid Fires Question” video featuring Viktor Axelsen achieved over 2 million views, 10.3 million impressions, and over 19k engagements.

Cultural Impact

• 3 Events running for the next 3 years
• 1,034 HSBC China attendees
• 18.7K+ Engagements across various China social media platforms (pre-tournament)
• 2.3 Million+ Video views, 10.3M+ impressions and 19K engagements across social media during tournament

Context

As the official vodka sponsor of Coachella, Absolut Vodka had the opportunity to activate at the festival. 160/90 was tasked with creating a space that embodies the Absolut brand, bringing to life their “Absolut.Land” Metaverse game and building an engaging environment for festival goers. ​

Creative

160/90 created a 40×80 footprint where festival attendees could enjoy Absolut cocktails, RTDs, music, and cool off from the heat. This year, Absolut debuted their new partnership with Ocean Spray and wanted to highlight their RTD cans not only at the festival bars, but within our activation space. ​​

As guests entered the footprint, they walked through the entry tunnel with the iconic bottle silhouettes and plenty of photo opportunities. Beyond bottle silhouettes, our footprint also included neon, mirrors, and holographic designs. Guests could enjoy drinks from our two on-site bars, with the hero bar serving signature cocktails and a satellite bar dedicated to the Ocean Spray RTD cans. ​

There was also a unique photo op focused on Ocean Spray where guests “cooled down” with fans, all while getting their Instagram photo moment in a neon bottle silhouette. We also integrated the brand’s Absolut.Land Metaverse game, where consumers could play via iPad and watch on the LED screen. Our stacked DJ line-up for both weekends included Bachelor alumni, Blake Horstmann, which drew a huge crowd for his sets. Paris Hilton also made a surprise guest appearance to greet fans and promote her exclusive “Sliving Cosmo” cocktail that was served at both the footprint and Coachella. 

Cultural Impact

• 2 Billion Impressions
• $18M+ Ad Value
• 81+ Total Placements
• 23+ Press hits in Nylon, US Weekly, People Magazine, Page Six, Billboard, etc.