My team and I at MAYHEM were asked to come up with an experiential event to create buzz around the new Superdry Store, that was opening in Sunway Pyramid, Malaysia, and to drive Superdry fans (new and existing) to the new store. We invaded hotspots around the Sunway area and convinced passers-by to strike a pose.
Once they had successfully done their best impression of an alphabet (collectively to make up the word “I LOVE SUPERDRY”), they were rewarded with a special token to be inserted into a one-of-its-kind customised Superdry vending machine which dispensed a random Superdry button badge with an attached promotion to be redeemed at the Superdry Store launch.
The presence of the Superdry vending machine and the hilarious sight of strangers trying to contort their bodies to form human alphabets drew loads of curiousity, hype and instant participation; Leading to a great turnout at the store launch in addition to providing great content and exposure.
