To promote Sanpellegrino’s new Delightways App to media, which encourages users to wander and discover unknown locales in key cities, TH transformed Industria Superstudio into the colorful streets of New York, Chicago and San Francisco. Event guests were led to each city via floor graphics that replicated the app’s interface, and then immersed in authentic, city-specific experiences: wild posting walls, a fruit stand and Mimi Cheng’s dumplings in NYC, a pick-and-mix candy shop with a backdrop of Presidio houses in San Francisco, and a café serving chili dogs on bretzel rolls in Chicago. Mixologists served Sanpellegrino cocktails from a custom branded bar, and “Pretty Little Liars” star Shay Mitchell was on hand to present the app to attendees while DJ Valissa Yoe spun tracks throughout the night. Plus, guests received a complimentary pair of Soludos shoes to wear while wandering with Sanpellegrino’s Delightways App.
1 activation day
45,000,000 media impressions
2,000,000 press release impressions
3,200,000 influencer impressions
95,200,000 total impressions