Creative Concepting
VAULT
What better way to launch a hybrid beverage than by creating a new hybrid sport? Fast Horse combined two popular pastimes for blue-collar guys — motorsports and bowling — to create “MotoBowling.” Seven-ton vehicles driven by NASCAR drivers crashing into huge bowling pins resulted in a memorable sampling event and product launch for Coca-Cola’s VAULT at the Daytona 500.
Construction Concerto
We helped the MacPhail Center for Music build community support at a critical time — the upcoming opening of its new home. We organized the “Construction Concerto,” featuring music written by MacPhail staff and performed by MacPhail students. As the new center neared opening, we also engaged the public by creating a series of family events to showcase the building and MacPhail Center’s offerings. | MacPhail Center Case Study
DASANI Plant Model Fashion Show
To tell the story of DASANI’s PlantBottle packaging, we presented a plan to the brand that leveraged its core message: PlantBottle packaging is made with up to 30 percent plant-based material. To bring the message to life in a visually engaging way, we created the DASANI Plant Model Fashion Show concept – a runway event featuring models clad in plant-based dresses covering up to 30 percent of their bodies. We commissioned Los Angeles-based fashion designer Yotam Solomon to create a line of 100 percent plant-based couture for the show and hired “Glee” star Matthew Morrison to host the event. The show was covered by “Extra,” “E! News,” MSNBC, FOX News and CNN International, among others.
Armchair Racing
Need a high-octane launch for a new energy drink? Just soup up a couple armchairs and let’s go racin’. Fast Horse created and staged the Full Throttle Armchair Challenge to coincide with the Dayton 500 and featuring NASCAR stars Michael Waltrip and Greg Biffle. The drivers wowed attendees by racing motorized recliners at more than 40 mph. The unique event generated 400 media stories and helped rocket Full Throttle into the energy drink category.
‘do’ Climb Day
How do you get people who cringe at the word “exercise” to be more physically active in their daily life? Blue Cross and Blue Shield of Minnesota and the American Heart Association launched the “do” campaign to encourage people to add simple physical activity into their routines. To raise awareness, Fast Horse worked with the campaign to designate a “do” Climb Day in the Twin Cities. Residents were encouraged to climb 10 popular sets of stairs throughout the area through an integrated advertising, online, public relations and guerrilla-marketing effort. | do Campaign Case Study
Santa-thlon
Coca-Cola aimed to “defy convention” with POWERADE OPTION — and Fast Horse delivered with an event that won national media attention. We created and organized the POWERADE OPTION “Santa-thlon,” which featured amateur mall Santas going head-to-head in holiday-themed competitions, such as the fruitcake shotput and the wrapping paper javelin toss. The event, held at Atlanta’s Centennial Olympic Park, generated irresistible visuals for media nationally and in top local markets, resulting in 53.4 million impressions in 214 markets. Highlights included “Good Morning America,” ESPN 2, MSNBC, and The Weather Channel, among others.
Online School Enters A New Market
To announce the arrival of Minnesota’s newest high school and create buzz around the growing trend of online learning, Fast Horse created a guerrilla-marketing concept to reach target audiences statewide — all in one location. At the Minnesota State High School Hockey Tournament, a team of on-the-street ambassadors gave away branded “Hanson Brothers glasses” that hockey fans know and love from the Holy Grail of hockey films, “Slap Shot.” The end result allowed Insight School of Minnesota to interact with thousands of Minnesotans, successfully distributing all 10,000 pairs of glasses. In addition, a photo of two hockey fans wearing the glasses appeared on the front page of the Star Tribune the following day. | Insight Schools Case Study
Excelsior & Grand Luxury Apartments
It’s one thing to tell potential customers you’re different. It’s another thing to show them — especially when one of your key selling points is very much on their minds. The Excelsior & Grand project promised urban living in a suburban setting — with luxury amenities such as underground parking. We helped the complex promote its difference in a creative way, by distributing free ice scrapers to owners of snow-covered cars on the first snow-emergency day during a Minneapolis winter. The effort boosted traffic to Excelsior & Grand’s website by 25 percent.
Have The Talk
Fast Horse worked with comedian Frank Caliendo to create a series of viral videos dubbed “digital icebreakers,” which promoted Nationwide’s Have The Talk campaign and got people talking about tough financial topics. The videos, featuring impersonations of President George Bush, John Madden and Robin Williams, provided a lighthearted look at how not to have “the talk,” and were available for people to customize and share — driving more than 1.5 million views from video-sharing sites such as YouTube to the program’s micro-site. | Have The Talk Case Study
Pure Fishing Lucky 7s
For more than a decade, the world’s largest and most innovative fishing tackle company had somehow been passed over for Best In Show honors at ICAST, the most important trade show and selling opportunity of the year for the industry. Pure Fishing hired Fast Horse in an effort to stand out at ICAST, with an additional goal of finally winning Best In Show. To meet the challenge, we created Lucky Sevens, a Vegas-themed promotion highlighting Pure Fishing’s seven most innovative products. Guess who won Best In Show? Yep. Pure Fishing. And it wasn’t luck.
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