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.
This professional campaign titled 'Squish Tour' was published in United States in November, 2022. It was created for the brand: Squishmallows, by ad agency: EP+Co. This Digital and Experiential media campaign is related to the Toys industry and contains 6 media assets. It was submitted 3 months ago.
Advertising Agency: EP+Co
Experiential Producer: Meg EouteExperiential Producer
Experiential Producer: JJ Swartz
Director, DP: Orlando Asson
DP/Camera Op: Chris Mathews
Senior Content Producer: Helena Sullivan
Associate Producer: Quinn Tucker
SVP, Creative Director: Lance Ford
Associate Director of Cultural Opp: Tyler Williams
SVP, Group Account Director: Scott Voege
SVP, Director of Content Engineering: Karl Dunn
Content Engineering Operations Manager: Ryan Brown
Senior Account Manager: Maddie Rollo
SVP, Director of CoLab: Jeff Henry