In the experiential world, “build” is a noun. A build is constructed or fabricated, but it is never built. What the build is depends on what the activation requires. We created builds ranging from simple, branded plinko games all the way to a two-story, customized shipping container showroom with a DJ platform. Budget and build are often used in the same sentence, along with swear words.
To help Target connect with Vikings fans during the team’s final season in the Metrodome, we created a mini-dome. Fans went inside to record their favorite Metrodome memories. They shared their videos using their own social media and a dedicated hashtag. Activations took place on the plaza before each home game. After each activation, we compiled a highlights reel of videos and social media posts which then played inside the Dome during the following home game.
To launch a new product in a big way, my team designed pop=up events featuring a tree house that kids could climb into and have hands-on time with the product. The tree house build was completed, but the activation as pictured below never got off the ground. #longstory  But checkout the Times Square billboard and other work that Periscope made happen.
Cargill’s week-long celebration of their sesquicentennial included custom builds in their cafeteria, curving slat walls to support touchscreen interactions and a giant “150” centerpiece, should anyone have missed the memo.
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