Approach
Launch of a “Play Festival”: A week-long event at Mk2 featuring sport, cinema, and entertainment, immersing visitors in California’s unique lifestyle.
Content Production documentary series: Showcasing renowned California-based talents, highlighting the state’s influence on art and culture.
Exclusive Film Festival: Screenings of 11 iconic Californian films, including a premiere of a series filmed in California with a celebrated chef.
Consumer Activation: Mk2’s forecourt transformed into a Californian village, featuring a food court, DJ sets, skate classes, roller disco, and more.
360° Media Plan: Two weeks of trailer advertising, broadcasting brand videos, and leveraging Mk2’s network.
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80,000
direct contacts during the activation.
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2,500
contest participants via Delta partnership.
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2.5M+
campaign reach across digital platforms.
