Kodiak

The Ask

Kodiak tasked us with driving product trial and brand awareness through an experiential tour targeting high-traffic events across key U.S. markets. The goal was to reach consumers at music festivals, athletic events, climbing gyms, community gatherings, and retail activations where they were naturally receptive to messaging. The program spanned seven Western and Central markets over 10 weeks, featuring 40 activations with a custom mobile asset. We distinguished the experience by transforming restroom spaces into fully branded environments, capturing attention during moments when consumers were most disengaged and thus most open to engagement.

What We Did

How We Did It

We sourced and secured 40 high-traffic events across seven Western and Central U.S. markets, managing end-to-end logistics including event contracting, tour routing, transportation, warehousing, and on-site coordination with event organizers. The program centerpiece was a fully customized Kodiak food truck featuring branded graphics, food preparation stations, sampling windows, and interactive elements designed to create an immersive brand destination. We distinguished the experience by transforming restroom spaces into fully branded environments that captured consumer attention during naturally disengaged moments. We staffed the tour with 2 full-time Tour Managers and 45 Brand Ambassadors, deploying 3 ambassadors per activation day to deliver consistent product education and live food preparation. Throughout the 10-week tour, we drove engagement through live pancake sampling, QR code-driven surveys, mobile coupons, and integration with event sponsorships including digital signage and social content placements. The program reached 717K event attendees, distributed 138,957 product samples, and drove 3,532 QR code interactions for first-party data collection.

Highlights