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activating live experiences during COVID-19

The new normal of experiential is everchanging. We work hand in hand with our clients and brands to ensure that safety protocols are being checked at every step to ensure a successful and safe live event. Consumers are craving these experiences and there is a way to get back to in-person promotions and activations safely.

Here are some ways we made it happen recently…



target back to college

As college students headed back to school for the fall trimester, Target was the go-to place for all their last-minute needs. Target’s goal for this program was to create a memorable experience for new students to form the next generation of loyal Target shoppers. The client decided to elevate the pickup experience by surprising and delighting students and their families during the week of move-in at 88 locations across the country. Shoppers received a branded tote bag including over 20 different essentials that a student could need from, pens and sticky notes to protein bars and travel size shampoo. Hype staffed a total of 210 who handed out 60,585 bags over 2,965 total payroll hours.


target boo avenue

Target wanted to bring joy to families this Halloween by delivering Halloween Boo Bags to guests with a high degree of energy and positivity while simultaneously being cognizant of the need for social distancing and peoples’ comfortability in today’s climate. Through our contactless drive-through trunk or treat experience, guests proceeded down a reserved parking lane, encountered four creepy-cool creations. Both our brand ambassador staff and their vehicles were fully outfitted in Halloween garb and décor, creating a Spooktacular and safe event for consumers. Tasked with staffing 80 store locations and 6 staff per location we ended up staffing over 400 W2 event staff throughout the country during a pandemic!


diesel nyc pop-up shop

In celebration of their Fall 2020 campaign, “Unforgettable Denim,” DIESEL hosted a one-of-a-kind multi-day pop-up event in New York City. Although this year wasn’t what anyone had expected, DIESEL celebrated the unexpected memories worth remembering and the brand’s enduring love for New York City, even during this time of cancel culture. The “RIDE or DIE[SEL] for NYC” Pop-Up featured a DIESEL custom-wrapped truck displaying New York City-specific merchandise along with DIESEL denim and a DIESEL Souvenir Stand with exclusively designed products for sale, as well as shareable photo moments, and support for local NYC businesses through a playful scavenger hunt. Hype’s role on-site was to add to the experience by informing passersby of the brand messaging as well as ensure proper social distancing was being followed. Our Safety Lead oversaw CDC compliance, monitored guests, helped with the line queue, and assisted the retail staff, as needed.


verizon first responders’ day

While we gently promoted the First Responders discount to eligible customers and prospects through signage and word of mouth, the number one priority during this activation was to show appreciation for those who serve on October 28, 2020 – National First Responders Day. Food trucks showed up to select fire and police stations in Chicago, LA, and Dallas to provide lunch or dinner free of charge to these front-line workers. Hype staffed 1 Field Manager in each location and the food trucks handed out 1,100 total free meals to first responders that day!

walmart game day marketplace

Walmart joined with local businesses to boost the community comradery as well as the local economy in 6 markets across the country. Since many small businesses were hit hard during the peak of the pandemic having to shut down as well as the announcement that there will be no fans coming to these small towns to cheer on their favorite Big-10 football teams, Walmart was eager to jump in and help! Walmart created a parking lot experience where local businesses set up booths to sell their products, food truck sold yummy treats, and fans could gather safely to watch their teams on game day. Consumers were able to boost sales for their favorite small shops and cheer on their beloved college football team!

Hype staffed 1 Market Manager in each market to work closely with the client to research and reach out to local businesses to participate in the marketplace. These managers were brought on full time for 5 weeks to handle all onsite logistics. In addition, 8 local brand ambassadors were onsite each weekend to assist with last-minute setup, manage attendance, direct shoppers to the footprint, assist vendor needs onsite, and act as a COVID safety monitor.