AllBirds Store Opening Event
Allbirds. NRG. Free flowers. How we used field marketing to plant the seed for a successful grand opening.
What we did
Who doesn’t love getting flowers? Based on the strategy for the opening of Allbirds Berlin, NRG executed a 2-part field marketing activation in celebration of the new Allbirds Century City Store that distributed hundreds of free sustainably themed bouquets by local floral artist Rogue & Fox.
For the first two days of the store’s opening, our street team hit the pavement on custom branded cargo bikes, delivering surprise bouquets (and word of the Century City store) to people traversing two heavily trafficked areas near the new location.
Following the local brand awareness tactic, we launched an onsite activation, inside the Century City Mall, where we transformed a space near the Allbirds store into a live floral art display. Rogue & Fox’s Drew Rios brought to life a floral wall before visitors’ eyes. Inside, guests were given branded seed cards that could be redeemed at the bike carts in the new Allbirds store for a complimentary bouquet. Our onsite team kept the flowers replenished for abundant smiles and foot traffic. In the end, the event was so successful, they brought us back to produce a second activation during the LA Marathon. Like we said, who doesn’t love getting flowers?
THE IMPACT
2-Day Street Team Activation at Westwood Village & Beverly Hills
- 200 floral bouquet giveaways each day
- 300 accompanying store opening flyers
- 100 seeded card giveaways for when the flowers ran out
- 2 days in market
2-Day Onsite Activation at the Century City Mall
- 200 floral bouquet giveaways each day
- 300 seeded cards distributed each day
- 4 onsite staff members
