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Hargrove Provides 'Whatever' for Bud Light's Whatever USA Experiential Marketing Event
Hargrove, Inc. elevated experiential marketing to a new level when it was hired by Mosaic as the general contractor for Anheuser-Busch’s revolutionary weekend event, Bud Light’s Whatever, USA. With Hargrove’s more than 60 years of providing its customers with unparalleled experiences, Mosaic knew it could turn to Hargrove to execute its vision and provide Mosaic the ‘whatever’ they needed for Whatever, USA. The event, which took place September 5-7, completely transformed the small Colorado ski town of Crested Butte into an entirely new city. The transformation created a unique and unexpected experience for the more than 1,000 out-of-town guests and 3,000 local attendees.
Hargrove understood leveraging social media would be key to bringing Bud Light to life within the town. Throughout the physical fabrication, graphic production and installation of Whatever, USA, Hargrove created an environment worth showing off. Hargrove’s team built large photo-opportunity areas – perfect for guests to share on Twitter, Facebook and Instagram – complete with attention-grabbing, larger-than-life props, such as a towering 40-foot Bud Light bottle, 15-foot director’s chair, 6-foot Polaroid camera, a giant cowboy boot and a very blue King Kong-sized gorilla. Life-sized soapbox derby cars were built and custom painted by Hargrove for races held during the event. Hargrove also designed, created and printed more than 3,000 individual graphics including banners, street signs, billboards and window clings; enough to completely cover the town in Bud Light Whatever, USA branding.
Hargrove used fiberglass molds to create many of the large structures for the photo-opportunity areas, as well as a new fabrication technique for creating faux neon lights that illuminated various props around the town, such as a 20-foot-tall stereo. Unlike typical neon lights, Hargrove’s innovative lighting solution used LEDs, and the faux-neon lights not only saved the client money, but also production time.
From the date of the first phone call through the last day of dismantle, Hargrove had only 90 days to execute the project – a testament to the dedication and creativity of its team. The planning and execution of the project was not only efficient – it was effective. Bud Light realized more social media traction during this weekend than it historically sees during the Super Bowl – 37,000 social content activities were produced, and more than 15,000 consumers were reached on social media sites. Bud Light is also creating commercials from the event, which are airing nationwide and online – showcasing Hargrove’s blue King Kong.
In addition to its work on Bud Light’s Whatever, USA, Hargrove recently completed a variety of other experiential marketing projects, including the production and installation of an interactive game for United Emirates Airline at the ATP Citi Open. Hargrove also designed, created and produced a high-end, interactive customer experience for the product launch of Nike’s new XX9 Air Jordan shoes at the World Basketball Festival. The 7,200 square foot pavilion in Chicago’s Jackson Park allowed visitors to ‘Take Flight’ and included a full scale basketball court, photo opportunities, product trials and a chance for visitors to show their stuff in competition against one another, as well as a dynamic display wall chronicling the evolution of the Air Jordan shoe.
In March and April, Hargrove was involved with two mobile truck tours.
Hargrove provided and managed the build-out of eight mobile glass trucks for the HTC Mobile Studio Truck Tour, as well as rebranded a large truck for the mobile activation of Seattle’s Best Coffee. Hargrove also created an experiential marketing environment at the Ray Ban Remix Activation which took place October 25 in New York City. Currently, Hargrove is designing the event décor for Red Bull’s Art of Can event November 7 in Chicago. Photos of Hargrove’s experiential marketing work can be found here.
About Hargrove, Inc.
Hargrove is a nationally renowned general contractor for trade shows, events and custom exhibits. From major industry trade shows to high profile, national events and custom exhibits that successfully drive revenues, Hargrove helps corporations, associations and organizations bring their vision to life with face-to-face experiences. Hargrove offers its clients personalized service delivered with care by its exceptional team. The company, a certified woman-owned business, is considered a leader in creative solutions across its three production lines and continues to experience increased market share. For more information, visit www.Hargroveinc.com.
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