Santa Monica
Pier Paddle
A curated pop-up brand experience and sponsorship activation.
Introduction
Coconut Thunder hits the road … and the beach.
From the sand to the pier, spectators enjoyed a day in the sun at the annual Santa Monica Pier Paddle. And the best place to soak up the good vibes was the Tommy Bahama pop-up.Â
NRG created a retail activation that epitomized the brand’s laid-back luxury aesthetic, plus a pre-event mobile tour to drum up anticipation.
From games to drinks, clothing and more, NRG helped the Tommy Bahama team bring a taste of its signature island lifestyle to the beachside festival.
What We Did
Tommy Bahama made waves at the Santa Monica Pier Paddle that brought a taste of its signature island life to everyone in attendance.
At the Santa Monica Pier Paddleboard Races and Ocean Festival presented by Tommy Bahama, racers faced waves as big as 10-feet. But back on the pier, thousands of spectators were enjoying smooth sailing. That’s because Tommy Bahama partnered with NRG to produce and manage the ultimate branded experience. NRG handled design, staffing, set-up and activation, creating a relaxing spectator retreat.Â
Guests enjoyed pop-up retail with a handpicked selection of Tommy Bahama beach wear and limited-edition event clothing, lawn games, and of course, signature Mai Tais at the Tommy Bahama Lounge and Rum Bar.
Building Awareness
The buzz began long before the event, thanks to a mobile tour also produced by the NRG team complete with a bright and unmistakably branded Tommy Bahama ice cream truck.
A huge hit wherever it went, the truck delivered smiles and frosty treats across Southern California. And most importantly, it delivered a larger presence at the Santa Monica Pier Paddle experiential marketing event.
The Impact
- 14 ice cream truck stops
- 2,790 scoops of ice cream
- 59,290 social impressions
- 1,500 retail coupons distributed
- 1,758 giveaways
