Barclaycard Oktoberfest Pop-up Cities brand activation comes to Philadelphia to promote the US Airways Premier World MasterCard and new US Airways destinations. The brand brings Germany to Philadelphia’s Dilworth Park Oktoberfest celebration with three interactive pop-up cities. An extension of the OOH campaign, the interactive experience creates a buzz-worthy event to raise in-market awareness. The Oktoberfest celebration greatly increases foot traffic and overall engagement. The activation, a modified shipping container, is highly visible in the iconic Philadelphia park and transportation hub.
The Barclaycard Oktoberfest experience design cleverly showcases the the culture of the three German cities and makes interaction and social amplification easy. “Passport to a Bigger World” encourages attendees to visit each pop-up city, take a photo and receive a passport stamp at each stop. Brand ambassadors encourage “travelers” to discover city facts and card benefits along the way. The end of the journey rewards with a branded souvenir—a Alpine hat or beer stein. Attendees extend the brand message on social media at #WorldGotBigger. Visitors enjoy green screen activations that capture and compile a series of photos into a short video gif. Digitally placed background city images and fun props enhance the experience and encourage social sharing with friends.
Sparks is responsible for overall Barclaycard Oktoberfest event management, venue research and contracting, experience concept and design including shipping container modifications, fabrication oversight, all branding, content development, and onsite activation delivery. Picnic baskets, suitcases and barrels are fabricated into interactive pieces that smartly display information on cities and card benefits. Research, concept, design, sourcing, and production are complete in less than month.
Over 50 years ago, the Barclaycard rocks the UK. Today, the brand partners with some of the most successful travel, entertainment, retail, and affinity institutions in the U.S.
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- 3000 attendees
- Oktoberfest themed engagements
- Interactive social activation
- Increased awareness and sign-ups