Instacart Hy-Vee IndyCAR Race Weekend
We were so excited to produce Instacart’s activation at Hy-Vee IndyCAR where we produced a cool moment to beat the heat!
Instacart’s goals were to highlight them as a sponsor of the race in partnership with Hy-Vee, cool people off from the hot Iowa summer, and promote Instacart sign ups to new areas. Our prior projects and long time partnership with Instacart gave us a leg up creatively as our familiarity with the brand allowed us to spark additional creative ideas. In collaboration with Instacart, we quickly developed the concept of “Step inside to chill out” through the Instacart Fridge!
Our larger-than-life walk-in refrigerator “speakeasy” allowed attendees to escape the heat! Inside the custom fabricated room, attendees could snap a photo in the “refrigerator” amongst the custom designed acrylic and 3D printed oversized apple and carrot, surrounded by mirrors and battery powered LED lighting reflecting Instacart’s branding for a unique social engagement moment. To help stay cool, we had AC units pumping cold air into the space to heighten the fridge experience.
When guests were done “chilling”, we welcomed them to an outdoor lounge area where they could continue to relax and enjoy fun giveaways including reusable water bottles, sunglasses, buttons and the discount card for three Free Deliveries if attendees signed up for Instacart via the QR code. Within the lounge, we installed custom fabricated walls and counters that we used at prior Instacart trade shows to help be mindful of re-use and sustainability goals. Seating arrangements provided a comfortable and inviting space, which was rare to find within the race track, for guests to continue enjoying the event.
By combining functional elements with creative design, we successfully highlighted Instacart’s brand in a unique and engaging manner, ensuring a lasting impression of Instacart as a sponsor at the race for all who visited the activation.
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