Soonish Liquor Store Pop-Up

SOONISH collaborated with RMNG to develop and execute an immersive experience at AEG's "Ain't No Picnic Music Festival" in Pasadena. Our objective was to engage festival goers and convert them into enthusiastic fans and consumers of SOONISH products. To achieve this, we designed a distinctive and fully branded desert oasis liquor store experience, a first-of-its-kind for SOONISH.

The strategy was straightforward: introduce Soonish craft beer to festival attendees through sampling while creating a memorable and shareable experience that would resonate on social media. To leave a lasting impact, we incorporated several social media components to ensure that Soonish remained in the hearts (and social media feeds) of participants.

Our initial focus was on creating an immersive branded experience. RMNG took charge of originating, designing, fabricating, and producing a faux desert oasis liquor store, chock full of SOONISH decor, merchandise, and beer. With the assistance of a trusted fabricator, we transformed 2D renderings into a tangible oasis that served as our retro liquor store– Providing the perfect backdrop for social sharing.

We hired and trained a dedicated team of Brand Ambassadors who were responsible for promoting the SOONISH brand values, engaging on social media, and selling SOONISH beer and merchandise. To ensure their preparedness for the event, we provided them with digital training and a brand values deck that outlined how to effectively promote Soonish.

RMNG recognized the importance of on-the-ground promotion and assembled a team of six exceptional Brand Ambassadors who traversed the festival grounds to engage with and promote SOONISH to a broad audience. From our extensive database of experienced Brand Ambassadors, we carefully selected individuals who embodied the cool, fun, and laidback vibe of the brand.

Lastly, we integrated a Social Media component into the program to enhance user acquisition and increase brand visibility. Each Brand Ambassador was equipped with branded scratchers, which served as incentives for festival-goers to engage with SOONISH on social media.

Participants had the opportunity to win exciting prizes such as free merchandise, online coupon codes, and on-the-spot upgrades to VIP tickets for the festival.