Case Study Spotlight: Spectrum NY1 Celebrates 20 Years With Pat Kiernan

We celebrated Spectrum NY1 network anchor, Pat Kiernan’s 20th anniversary on air.

  • Deployed (3) branded food trucks to distribute free breakfast to New Yorkers in Flatiron, the Upper West Side and Brooklyn to celebrate 20 years of Mornings with Pat
  • Partnered with existing NYC Food Trucks, Big D’s Grub & Stuf’d, to rewrap their vehicles for the 20th anniversary
  • Distributed over (1,000) breakfast items and (1,500) branded water bottles to consumers
  • Worked with NY1’s film crews to produce live spots that aired on the network throughout the morning
The michael alan group is a full-service experiential marketing agency & event production company. Check out our work and our team, and drop us a line to see more case studies and discover our full scope of capabilities.

Case Study Spotlight: NBC Golf Channel

We hosted a scavenger hunt around NYC to celebrate The Presidents Cup kickoff and generate excitement amongst golf fans.

  • Produced an interactive scavenger hunt whereby we custom fabricated (5) life-size trophies modeled after the Presidents Cup, complete with winner plaques and hundreds of red roses
  • Placed these trophies in different locations throughout the city and utilizing various NBC talent, created short video clues hinting at the trophy locations
  • Encouraged consumers to find them all and post a photo with the hashtag #PresCupSweepstakes for a chance to win
  • Custom designed a contest landing page where consumers who weren’t in NYC had the chance to get involved in the fun
  • Received over 3,800 sweepstakes entries and over 52,000 total contest page views
The michael alan group is a full-service experiential marketing agency & event production company. Check out our work and our team, and drop us a line to see more case studies and discover our full scope of capabilities.

Case Study Spotlight: FUSO eCanter Launch

We partnered with AGT International to launch FUSO’s eco-friendly box truck, the eCanter.

  • Transformed a parking lot in NOHO, NYC into a gas station of the future
  • Produced a 2-day launch initiative that featured a variety of B2B programming, including a media event, professional workshops, and complimentary test drives
  • Supplemented these engagements with several consumer-facing activations, including a silent disco, smoothie bikes, and live art installations
  • Received media coverage that included over 400 mentions published in Forbes, Business Insider, AFR, Japan Times, and Social Push
The michael alan group is a full-service experiential marketing agency & event production company. Check out our work and our team, and drop us a line to see more case studies and discover our full scope of capabilities.

Case Study Spotlight: VH1 at RuPaul’s DragCon

We provided an engaging experience for fans on behalf of VH1 at RuPaul’s DragCon.

  • Produced the VH1 booth at RuPaul’s 2017 DragCon with a runway photo op
  • Created custom props for consumers to pose with, including “WERK” signs & “THWOORP” fans
  • Distributed branded tote bags as a takeaway for guests to store their convention swag
  • Welcomed over (1,500) guests into the space over the course of two days
The michael alan group is a full-service experiential marketing agency & event production company. Check out our work and our team, and drop us a line to see more case studies and discover our full scope of capabilities.

Case Study Spotlight: NYCFC HOUSE

We created an interactive experience for NYCFC fans by way of an immersive pop-up shop and event space.

  • Produced the NYCFC HOUSE, a 1-month pop-up store in the heart of NYC’s Meatpacking District
  • Kicked off the campaign with an exclusive, invite-only affair for players and media
  • Fabricated structures to hang various pieces of club merchandise throughout the store
  • Created all NYCFC branded signage within the shop and managed onsite logistics and overall layout
The michael alan group is a full-service experiential marketing agency & event production company. Check out our work and our team, and drop us a line to see more case studies and discover our full scope of capabilities.

Case Study Spotlight: CNN The Nineties

We promoted the premiere of CNN’s latest docuseries, The Nineties.

  • Produced “The Nineties at the Pier,” a 1-day, outdoor film festival at Santa Monica Pier featuring retro game lounges, a GIF booth and a DJ spinning classics from the decade
  • Screened (4) television shows throughout the day including 90s staples, Friends and Dawson’s Creek, as well as an advanced screening of The Nineties premiere episode
  • Worked alongside CNN to coordinate live broadcasts from the event site, which aired during CNN newscasts at the end of every hour
  • Provided complimentary catering to attendees including soda, water, popcorn and 90s inspired movie theatre candy
The michael alan group is a full-service experiential marketing agency & event production company. Check out our work and our team, and drop us a line to see more case studies and discover our full scope of capabilities.

Case Study Spotlight: Red Nose Day 2017

We raised awareness for the third annual Red Nose Day in the United States, a campaign to raise funds and help fight child poverty.

  • Supported Walgreens and Duane Reade, the exclusive retailers selling red noses, in promoting the Red Nose Day event
  • Teased Red Nose Day by placing (5) larger than life Red Nose statues in high traffic NYC areas for (7) days
  • Produced the official Pre-Event Party in Herald Square Park which took place 1-day in advance of Red Nose Day to encourage consumers to purchase their nose at a nearby store
  • Welcomed (25) Red Nose Riders into NYC, who began their ride from Boston 4-days earlier
  • Celebrated their arrival with a brief program including remarks from the COO of Walgreens and the CEO of Comic Relief
The michael alan group is a full-service experiential marketing agency & event production company. Check out our work and our team, and drop us a line to see more case studies and discover our full scope of capabilities.

Case Study Spotlight: Dear Evan Hansen

We celebrated Dear Evan Hansen surrounding the 2017 Tony Awards Season.

  • Deployed a custom branded A La Mode ice cream truck at (4) high traffic locations in New York City, including Times Square, Lincoln Square and Bryant Park
  • Offered consumers (3) ice cream flavors named after the show, including Evanly Vanilla, Murphy Mocha and Orchard Berry
  • Served over (2,000) total servings of ice cream across all (4) activation days taking place throughout May, June and July
  • Staffed, managed and trained all onsite Brand Ambassadors to have an immersive understanding of the show
The michael alan group is a full-service experiential marketing agency & event production company. Check out our work and our team, and drop us a line to see more case studies and discover our full scope of capabilities.

Case Study Spotlight: MobileIron LIVE!

We reinvented MobileIron’s annual user conference, creating an event unlike any MobileIron had produced previously.

  • Crafted an “un-conference” experience, rebranding the event as “MobileIron LIVE!” and infusing an innovative, live news feel throughout
  • Provided turnkey production services inclusive of show management & technical direction
  • Designed a complex truss structure through which we were able to uniquely light different elements of the space to create an unexpected, concert-like environment
  • Fabricated plexiglass meeting spaces with walls that could be written on via dry erase marker to foster creative sharing
  • Offered custom NFC touchpoints that enabled attendees to collect all session & sponsor content in a democratic, tech-driven fashion
The michael alan group is a full-service experiential marketing agency & event production company. Check out our work and our team, and drop us a line to see more case studies and discover our full scope of capabilities.

Case Study Spotlight: Viacom’s Agency Pop-Ups

We delivered an on-brand experience to media teams across NYC during the 2017 Upfront Season.

  • Offered a unique spread of sweet and savory foods for each agency, including Jars by Dani, DO, chicken and waffles, tacos, margaritas and more
  • Managed all onsite logistics and created a unique experience by highlighting various networks with channel-specific GIF photo booths
  • Brought back iconic props from Nickelodeon shows to evoke nostalgia and create shareable selfie stations
  • Handled all production, catering, and staffing as well as scheduling and coordination with all (11) participating agencies
The michael alan group is a full-service experiential marketing agency & event production company. Check out our work and our team, and drop us a line to see more case studies and discover our full scope of capabilities.