
CASE STUDY
"CRIERBALL" TEAR COLLECTION ACTIVATION AT SIX MAJOR RIVALRY FOOTBALL GAMES
CHICAGO, IL - ATHENS, GA - PITTSBURGH, PA - DALLAS, TX - TUSCALOOSA, AL - COLUMBUS, OH
Partnering with Honeymoon Creative, our team brought an iconic whisky brand's boldest brand activation to life, transforming post-game emotions into marketing gold across six of football's most heated rivalry matchups. Armed with collection jars and the perfect mix of wit and empathy, our brand ambassadors turned losing fans' tears into the key ingredient for their limited-edition Crierball Whisky.
From the classic Georgia-Florida showdown in Athens to the frozen sidelines of Packers-Bears in Chicago, our teams covered the nation's biggest rivalries: Eagles-Cowboys in Dallas, Ravens-Steelers in Pittsburgh, and the season-defining matchups of Auburn-Alabama and Michigan-Ohio State. At each venue, we positioned custom-designed collection stations at strategic exit points. Our carefully trained team struck the perfect balance between cheeky and sympathetic, turning what could have been just another loss into a viral brand moment that had both winners and losers cracking smiles.
This wasn't just another brand activation – it was a masterclass in turning sports rivalry into marketing magic, one tear-filled jar at a time.
PROGRAM TYPE
Consumer Event
Media Event
SERVICES RENDERED
Venue Management
Project Management
Event Production
Technical Oversight
Guest Experience
Vendor Procurement + Management Brand Ambassador Staffing
Event Strategy
Giveaways
Tour Management
Age-Gating
GALLERY
























