Squish Tour

This holiday season, Squishmallows embarked on their first ever “Squish Tour:” a mobile pop-up experience that surprised and delighted the brand’s passionate fan base with mascots, photo-worthy moments, interactive games and — of course — Squishmallows plush!

Organized in collaboration with South Carolina agency EP+Co, the Squish Tour turned the community’s popular practice of hunting for newly released plush in stores on its head, taking Squishmallows directly to the fans instead. To pull off multiple experiences of such scale, EP+Co’s nimble team worked quickly to build a fun and engaging creative experience that was durable and portable enough to withstand a Tour of the Southeast.

With a branded Squish Tour truck, official Squishmallows mascots, a giant Plinko-like game, giveaways and a couch and wall made fully out of Squishmallows, the irresistibly share-worthy experience engaged fans and created holiday buzz while tapping into the brand’s active social media community — there was even a Christmas tree made entirely out of Squishmallows at the last holiday-themed stop of the year!

Squishmallows fans of all ages were invited to attend the free brand experience just in time for the holidays. The Squish Tour started in Raleigh, NC, on Nov. 19 and ended in Miami, FL, on Dec. 5, but the buzz extended far beyond those in attendance, with fans following along and engaging with the Squish Tour across social media. The Squish Tour was promoted on owned social channels as well as through the social channels of the activation venues. Throughout the Tour, EP+Co and Squishmallows captured live social coverage with fan interactions and utilized user-generated content to boost awareness.