September 2017 | Champaign – Urbana


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.


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.


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.