Working with Denim & Supply Ralph Lauren and co-sponsor Macy’s, TH transformed Roseland Ballroom into an immersive Avicii concert experience, plastering the interior of the venue with custom vintage wild postings and graffiti art, creating a veritable haven for Avicii devotees while evoking scenes reminiscent of CBGB. Prior to the event, as a unique social tie-in and direct drive-to-retail tactic, fans were prompted to purchase a limited edition t-shirt at Macy’s, wearing the “ticket” to the show to be granted entrance to the concert. In between sets, concert goers had the opportunity to take pics in a branded social photo booth and redeem ticket codes for exclusive online tracks delivered post-event.

1 activation day
3,300 attendees
15,000 visual impressions
8,000,000 social media impressions