MIDWEST LIVING
GREATEST MIDWEST TOWN

September 2017 | Champaign – Urbana

CHALLENGE

Bring Midwest Living magazine’s editorial franchise, Greatest Midwest Town, to life with a live event that would build upon the success of the previous year, generate more buzz and infuse new experiences for readers, the winning town, event sponsors and the brand.

SOLUTION

We created a mobile pop-up experience so the celebration wasn’t limited to just one time and place. The locals in the winning town, Champaign-Urbana, Illinois, were surprised and delighted with three, two-hour pop-up events around town. Events featured tasty food samples and gift certificates from local hot spots, live social media moments, Midwest Living branded premiums, games, live music and a surprise performance by The Jazz Collective and Illini Swing Society.

IMPACT

Delivered over 3,000 consumer engagements and interactions, 850,000+ social media impressions and an estimated 6M+ total program print impressions and reach. The program also garnered significant PR, estimated impressions to come.

Event activations featured 18 partnerships with local businesses including restaurants, food trucks, bakeries, an orchard & pumpkin patch, musicians, cold brew nitro coffee, Chambana Moms, Q96 Morning Show and Grange Grove at Memorial Stadium, home of the Fighting Illini.

The Midwest Living wrapped vehicle, corn hole board games, tent and photo backdrop at Grange Grove outside Memorial stadium
• Sliders provided by Big Grove Tavern at Grange Grove outside Memorial stadium
Roth cheese samples at The Blind Pig
Guests showcase the food voucher they received from the Midwest Living Tent at the Farmers Market
Midwest Living’s surprise performer, The Jazz Collective entertaining guests at the Farmers Market
Midwest Living brand ambassador handing out food vouchers and produce bags to guests
The Fighting Illini cheer team during the Illini march at Grange Grove outside Memorial Stadium
An event attendee posing with a photo prop at The Blind Pig
Midwest Living’s surprise performer, Just Peachy performing a song for guests at The Blind Pig
A Midwest Living guest at the Farmers Market playing a game of corn hole
Midwest Living’s surprise & delight performer, The Illini Swing Society dancing with guests at The Farmers Market
Guests entering the Bling Pig Brewery to attend the Midwest Living event