ABOUT
For most brands, it’s incredibly tough to cut through as an activation inside of a larger event.  For Walgreens, being a retail partner for Red Bull Rapids presented the opportunity for the brand to create relevance with the thousands of consumers in attendance.  The Red Bull Key Accounts team tasked us to develop a truly unique experience in which Walgreens fit in perfectly with the event while being memorable on their own.

Our strategy was based around positioning Walgreens as the brand who uplifted the consumer’s event experience while offering unique ways for them to engage.  Our activation space was the hub of this plan.  We created a space which was a smaller footprint but bold greeted consumers in a cheerful way as they entered the venue.  The branding was prominent and crisp while the decor was subtle.  We incorporated engagement areas for consumers to create their own content, including a mock raft and a 360-video booth.  For takeaway items, we assembled “Event Survival Kits” which were Walgreens branded bags with sunscreen, Walgreens Brand cooling gel, and toys for the Red Nose Day charity.  

Through the activation, Walgreens wanted to focus on three areas: employee engagement, Curbside Pickup, and Walgreens Brand signature products.  The Curbside Pickup was highlighted through videos on monitors as well as the jumbotron in the venue.  It was also messaged on the “Perfect 10” scoring cards.  Walgreens Brand products were on display throughout the activation space as well as within the survival kits.  Walgreens employees were able to be front and center in the activation, not only as ambassadors in the activation space but also as the honorary team for their raft ride in the competition.

Walgreens truly achieved a level of consumer affinity many partner brands strive for within larger events and it was a memorable day for the consumers they supported.