OLIVIA RODRIGO

AllExperiential

Jun 11

Written By Valeria Rivera

olivia rodrigo

gum wall activations

Objective

CREATE A FUN ACTIVATION FOR OLIVIA RODRIGO'S FANS TO ENGAGE WITH AND BUILD HYPE AHEAD OF HER UPCOMING ALBUM RELEASE.

Campaign

THE CAMPAIGN BROUGHT “DROP DEAD” INTO THE PHYSICAL WORLD THROUGH CUSTOM GUM WALL ACTIVATIONS IN LOS ANGELES AND NEW YORK, BUILT IN PARTNERSHIP WITH HUBBA BUBBA. PLACED IN HIGH-TRAFFIC, FAN-FREQUENTED AREAS, THE WALLS WENT LIVE EARLY FRIDAY MORNING TO COINCIDE WITH THE SINGLE’S RELEASE.

FANS WERE INVITED TO PARTICIPATE BY ADDING THEIR OWN GUM TO THE WALL, TURNING THE INSTALLATIONS INTO A LIVING, EVOLVING TRIBUTE. THE EXPERIENCE WAS DESIGNED TO FEEL PERSONAL AND HANDS-ON—GIVING FANS A REASON TO SHOW UP, ENGAGE, AND SHARE. OLIVIA EVEN MADE A SURPRISE APPEARANCE AT THE LA WALL, FURTHER DRIVING EXCITEMENT AND FOOT TRAFFIC.

Results

THE CAMPAIGN BROUGHT “DROP DEAD” INTO THE PHYSICAL WORLD THROUGH CUSTOM GUM WALL INSTALLATIONS IN LOS ANGELES AND NEW YORK, BUILT IN PARTNERSHIP WITH HUBBA BUBBA. PLACED IN HIGH-TRAFFIC, FAN-FREQUENTED AREAS, THE WALLS WENT LIVE EARLY FRIDAY MORNING TO COINCIDE WITH THE SINGLE’S RELEASE.

FANS WERE INVITED TO PARTICIPATE BY ADDING THEIR OWN GUM TO THE WALL, TURNING THE INSTALLATIONS INTO A LIVING, EVOLVING TRIBUTE. THE EXPERIENCE WAS DESIGNED TO FEEL PERSONAL AND HANDS-ON—GIVING FANS A REASON TO SHOW UP, ENGAGE, AND SHARE. OLIVIA EVEN MADE A SURPRISE APPEARANCE AT THE LA WALL, FURTHER DRIVING EXCITEMENT AND FOOT TRAFFIC.