AAA'S GIG CAR SHARE LAUNCH EXPERIENCE
GIG Car Share-a new one-way car share in the San Francisco Bay Area-partnered with local musicians and artists to set a world record for The Most Gigs in a Gig! www.gigcarshare.com/download Gig empowers local residents to find a car, drive it, and leave it.
OBJECTIVE
With 5 weeks lead time create a celebration for the client's target demographic (young professionals) for their first new product launch since 1971- GIG Car Share. The venue was outdoors at Lake Merritt in Oakland, CA with over 5,000 people in attendance.
APPROACH
Working with GIG's internal marketing team we tapped into our experience design, entertainment booking and precision production management to plan and execute this large-scale event including planning drive train routes (with in-car live performances), a parade as well as a record-setting event. Also featured was a daytime sober "rave" by Daybreaker, food trucks from Off the Grid and pop-up street teams throughout the drive train routes and our festival.
OUTCOME
GIG Car Share was launched successfully, a world record was established for "Most Concerts (Gigs) in a Car", and the cars were driven off the site by members that signed up before or during the event. The event was a whopping success and GIG Car Share is 20% ahead of their goals for the service following the success of this event.
“Entire Productions worked with us on every element of the launch of GIG Car Share. This was a high profile event for the first product to be launched from AAA’s newly formed innovation lab. It was done on a very tight timeline with a number of key stakeholders to manage and high goals to reach. The Entire Productions team worked tirelessly on every aspect from ideation through to stakeholder and vendor management. On the day of the event they seamlessly managed every element of the production with precision – an amazing achievement as the event was held in two locations in Berkeley and Oakland with over 5,000 attendees. The event and launch was a great success with goals achieved. This was in no small way thanks to the creativity, dedication and skill of the Entire Productions team. I look forward to working with the team again on our next big event and cannot recommend them highly enough.”