MAG Experiential Marketing Case Studies

Case Study Spotlight: TraceLink NEXUS ’15

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Lora Cecere engages with the other attendees at her table during the Meet the Experts lunch at TraceLink's NEXUS '15.
Lora Cecere engages with the other attendees at her table during the Meet the Experts lunch at TraceLink's NEXUS '15. A keynote speaker at NEXUS '15 commands the room. The Poken Media Wall brought NEXUS '15 attendees event content in an instant and provided an innovative and unique way for everyone to network. Attendees at TraceLink's NEXUS '15 enjoyed a night of food and dancing at The Smithsonian National Air and Space Museum in Washington D.C. NEXUS '15 attendees relax after a day of discussing prudent Life Sciences topics to enjoy The Smithsonian National Air and Space Museum.

We managed and produced NEXUS ‘15, a 2-day conference that delivered content, engagement, and networking within the life sciences industry.

  • Secured and a sourced a Washington D.C. venue, The Dupont Circle Hotel, to host the seminar
  • Created and designed all conference elements as it relates to the event website lander and all onsite signage throughout the event
  • Incorporated new technologies to connect attendees such as Poken and Bing Pulse
  • Produced a dinner event for the conference attendees at the Smithsonian National Air and Space Museum
  • Managed all venue logistics as they relate to venue, décor, run of show and AV for both parts of the event

Check out the recap video from TraceLink.

The michael alan group is a full-service experiential marketing agency & event production company. Check out our work and our team, and drop us a line to see more case studies and discover our full scope of capabilities.

Case Study Spotlight: Duane Reade Red Nose Day Pre-Event Party

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Guests wait in line to check out Duane Reade's Red Nose Day Pre-Event Party.
Guests wait in line to check out Duane Reade's Red Nose Day Pre-Event Party. One of 5 larger-than-life Red Nose statues made for an unmistakeable sight in Union Square. The DJ at Duane Reade's Red Nose Day Pre-Event Party prepares to spin away as guests arrive. The scene was packed in New York City's Herald Square at the Red Nose Day Pre-Event Party. A guest at Duane Reade's Red Nose Day Pre-Event Party anxiously awaits what treat the event prize wheel will land on. One of 5 larger-than-life Red Nose statues sits proudly in New York City's Columbus Circle.

We raised awareness for the first Red Nose Day in the USA, a cause which benefits children in poverty.

  • Supported Walgreens and Duane Reade, the exclusive retailers selling Red Noses, in promoting the initiative
  • Produced the official Red Nose Day Pre-Event Party in NYC to encourage consumers to tune-in to NBC’s Live Entertainment Fundraiser that evening
  • Partnered with numerous Walgreens vendors, including Coca-Cola and Kraft & Mars, to create an interactive experience full of photo ops, prize wheels, giveaways and more!
  • Teased the event by creating (5) larger than life Red Nose statues and positioning them throughout NYC for (10) days
  • Supported all initiatives with OOH media
The michael alan group is a full-service experiential marketing agency & event production company. Check out our work and our team, and drop us a line to see more case studies and discover our full scope of capabilities.

Case Study Spotlight: Teenage Mutant Ninja Turtles at NY Comic Con

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The entire hallway at the Javitz Center was transformed to resemble the TMNT iconic lair while serving as a main thoroughfare to activities at New York Comic Con.
The entire hallway at the Javitz Center was transformed to resemble the TMNT iconic lair while serving as a main thoroughfare to activities at New York Comic Con. Glow in the dark sludge was only one of the iconic elements in Nickelodeon's Teenage Mutant Ninja Turtle hallway takeover at Comic Con. Branded manhole covers greeted guests as they stepped into the immersive experience of Nickelodeon's Teenage Mutant Ninja Turtle hallway. Lighting effects on the floor of the TMNT hallway resemble sewer grates, further enhancing the effect of being inside the Turtles' lair. Fans pose inside the TMNT lair at New York Comic Con. Guests in the TMNT hallway enjoy exclusive content from the Nickelodeon show by peering into sewer tubes.

We created a unique presence for Nickelodeon’s new Ninja Turtle series at the 2012 New York Comic Con.

  • Took over a hallway within Javitz Center which was currently under construction yet served as a main thoroughfare to the convention activities
  • Utilized our in-house design team to completely transform the venue to resemble the Turtles iconic lair
  • Sampled show content via sewer tubes which, by peering in, consumers were privy to exclusive show content
  • Featured everything from glow in the dark ‘sludge’ and a cast meet-and-greet on the last day
  • Hosted thousands of guests over the course of the 3-day convention, kicking off the series in radical fashion
The michael alan group is a full-service experiential marketing agency & event production company. Check out our work and our team, and drop us a line to see more case studies and discover our full scope of capabilities.

Case Study Spotlight: History Channel Mountain Men

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History Channel's Mountain Men City Trek was hard to miss, stretching across the North Plaza at Union Square in New York City.
History Channel's Mountain Men City Trek was hard to miss, stretching across the North Plaza at Union Square in New York City. Partnership marketing was a key strategy for the Mountain Men City Trek, with even sponsors like KIND snacks on site. The photo-op wall was a popular spot to pose at History Channel's Mountain Men City Trek. A participant climbs the rock wall at History Channel's Mountain Men City Trek in New York City's Union Square. The schedule was jam packed with demos and live performances at History Channel's Mountain Men City Trek.

We promoted the Season 2 Premiere of HISTORY’s Mountain Men by producing an all day “City Trek” in NYC’s Union Square.

  • Produced a custom-built, all-terrain environment, giving consumers the chance to experience the lives of the Mountain Men.
  • Managed entire production, including design and decor, permitting, fabrication, pre-promotion, stage management, programming and staffing
  • Acquired event sponsors including The North Face, Orvis, KIND Snacks, Head & Shoulders and other local brands
  • Secured coverage in BizBash, Event Marketer, and Medialife, and engaged over (5,000) consumers onsite
The michael alan group is a full-service experiential marketing agency & event production company. Check out our work and our team, and drop us a line to see more case studies and discover our full scope of capabilities.

Case Study Spotlight: USA Network Summer Camp

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Guests continue to wait for gourmet s'mores from the Summer Camp S'mores Truck along Hollywood's Walk of Fame.
Guests continue to wait for gourmet s'mores from the Summer Camp S'mores Truck along Hollywood's Walk of Fame. The Summer Camp food truck offered a diverse menu of gourmet s'mores. Brand Ambassadors chat with guests as they wait in line for gourmet s'mores. The delicious s'mores evoked memories of summer camp, with each served hot and made to order. The custom Summer Camp food truck serves guests gourmet s'mores along Hollywood's Walk of Fame. Guests line up to order their own gourmet s'more from the Summer Camp S'mores Truck, promoting the USA network's reality competition series.

We celebrated the launch of Summer Camp, USA network’s first reality competition series, with gourmet s’mores.

  • Produced a custom food truck program in NYC, LA, and Chicago, activating simultaneously for (2) days in each market
  • Evoked childhood memories of summer camp by serving gourmet s’mores in (3) different flavors, each served piping hot and made to order
  • Encouraged guests to Tweet their favorite camp moments to #SummerCampMemories and staff (dubbed “counselors”) captured photos and videos onsite to include on all brand
  • Paired s ‘mores with a branded wet nap and postcard to remind consumers to tune-in for the premiere
The michael alan group is a full-service experiential marketing agency & event production company. Check out our work and our team, and drop us a line to see more case studies and discover our full scope of capabilities.

Case Study Spotlight: Scholastic’s The Magic School Bus

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Miss Frizzle from The Magic School Bus poses with the entire class from the United Nations International School.
Miss Frizzle from The Magic School Bus poses with the entire class from the United Nations International School. The Magic School Bus rides along the Hudson toward Pier 84. Students from the United Nations International School enjoy a lesson on aquatic life from Dr. Meryl Kafka, former curator for the New York Aquarium. The Magic School docked into Pier 84, where a custom branded "bus stop" waited for students to arrive. Students participate in a meet and greet with the author and illustrator of Scholastic's popular series, The Magic School Bus.

We celebrated the 25th Anniversary of Scholastic’s The Magic School Bus with a custom bus stop, Miss Frizzle, and a trip down the Hudson.

  • Built a custom, branded “bus stop” at Pier 84 in Manhattan
  • Traveled The Magic School Bus down the Hudson River on a barge
  • Docked it to the delight of the second-grade class from the United Nations International School who were eagerly awaiting its arrival
  • Offloaded several special guests, including the brand’s Author, Illustrator, and – of course – Miss Frizzle
  • Provided students with a special program, including a science lesson with Dr. Meryl Kafka, former curator for the New York Aquarium
The michael alan group is a full-service experiential marketing agency & event production company. Check out our work and our team, and drop us a line to see more case studies and discover our full scope of capabilities.

Case Study Spotlight: Nickelodeon Degrassi Road Show

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The crowd was packed to participate in a Q&A session with the stars of Nickelodeon's hit show, Degrassi.
The crowd was packed to participate in a Q&A session with the stars of Nickelodeon's hit show, Degrassi. Mega fans of Nickelodeon's Degrassi shouting in excitement for the exclusive season premiere showing. The stars of Nickelodeon's Degrassi wave to the crowd during a stop on the road show. Fans of Nickelodeon's Degrassi pose with the t-shirts they made on site during the road show. The stars of Nickelodeon's Degrassi participate in a Q&A with excited fans.

We created excitement for the new season of Nickelodeon’s Degrassi.

  • Developed a road show which gave thousands of fans the opportunity to watch the season premiere before anyone else – plus attend a Q&A with cast members (OMG!)
  • Offered onsite activities including games, photo opps, make-your-own t-shirt stations as well as mocktails and candy galore
  • Treated VIP winners to an exclusive meet & greet with the cast members
  • Developed and launched a Facebook “Demand It” component where fans were able to cast their vote for where the tour would travel for its last stop
  • Increased brand’s Facebook fan base to over 3MM in two weeks time
The michael alan group is a full-service experiential marketing agency & event production company. Check out our work and our team, and drop us a line to see more case studies and discover our full scope of capabilities.

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