Marketing should should feel like a connection. At its best, it’s about creating moments where people feel seen.
KONG Joins Juncos Hollinger Racing’s Sting Ray Robb for Milwaukee Doubleheader
KONG x IndyCar: Milwaukee Doubleheader
Objective
Bring KONG onto one of motorsport's biggest stages with a fully integrated race-weekend moment. The goal was to put the brand in front of passionate race fans through a custom car wrap on Sting Ray Robb's IndyCar and a three-day on-site activation, turning a doubleheader weekend into a moment fans could see, touch, and share.
Process
Supported planning for the partnership's on-site presence, including logistics and material prep for a three-day 10x10 activation.
Assisted with coordination of event materials and giveaway inventory so the booth was stocked, on-brand, and ready for heavy race-weekend traffic.
Provided onsite support across all parts of the activation, from setup and fan engagement to product giveaways and teardown.
Helped the KONG-wrapped car and the fan-facing booth work together as one connected brand experience throughout the doubleheader.
Results
The KONG-wrapped car put the brand on track in front of a national racing audience across two races. Meanwhile, the 10x10 activation gave fans a hands-on way to experience the product through free product and giveaways. The partnership produced an integrated moment across social, on-site engagement, and press coverage, extending KONG's reach well beyond the pet aisle.
RETAIL ACTIVATION 1
Dick's Sporting Goods – Soccer University
Objective
Design and deliver an immersive training activation that would educate and energize more than 100 hand-selected DSG associates ahead of the season. The goal was to deepen product knowledge and give adidas and other top partners an interactive, memorable way to showcase their best products, so associates would return to the retail floor as confident, genuine brand advocates.
Process
Supported ideation and creative development of the activation elements, shaping an experience that paired seasonal product education with dynamic brand showcases.
Managed asset collection and layout building across partners to keep every touchpoint visually consistent and on-brand.
Provided onsite support to keep the event running smoothly and create a seamless experience for associates and partners.
Led insights gathering after the event to capture associate and partner feedback.
Results
Soccer University gave associates hands-on familiarity with the season's key products, building stronger product knowledge and deeper brand advocacy that carried back to the sales floor. The post-event recap measured the activation's impact and surfaced clear opportunities to strengthen future activations.
ACTIVATION 2
Dick's Sporting Goods – Soccer University
Objective
Bring an in-store activation kit to life in a way that created real energy on the retail floor, drawing in associates and customers alike. Success depended on building strong relationships with store management and associates so each activation felt collaborative and had lasting impact.
Process
Collected and organized assets and built layouts that were on-brand and visually compelling.
Provided onsite support by setting up and activating the kit in store.
Engaged directly with associates and store leadership to build buy-in and maximize the activation's impact.
Gathered insights and feedback throughout to measure success.
Results
I was the only Field Marketing Specialist to successfully activate multiple store locations. Each activation generated excitement among both associates and shoppers, and the strong relationships built with store teams helped the program land. A post-activation recap captured what worked and informed the approach for future activations.
ACTIVATION 3
Soccer Specialty: Nicky’s Sports & Pele Soccer Shop Downtown Disney
Objective
Specialty soccer stores need more than standard retail support; they need a partner who understands their unique needs and community. The goal was to go beyond transactional support by creating fun, product-centric in-store experiences that educate and energize both associates and consumers.
Process
Tailored each activation to the individual specialty store, its staff, and its customers.
Designed interactive, product-focused activities that made learning about the product engaging rather than routine.
Worked hands-on in store to run activations and connect directly with associates and shoppers.
Filmed, edited, and produced video recaps of each activation to capture the energy and key moments.
Results
The activations turned product education into an experience, leaving associates more confident with the product and giving consumers a reason to engage in store. The video recaps, all shot, edited, and composed by me, preserved each event's energy and gave partners a shareable record of the impact. Because a photo is worth a thousand words, but a video is even better, the recaps below show these activations in action.
Nikys Sports
What better way to celebrate a new product launch than with a game of soccer pong? This interactive in store activation gave associates the chance to learn, laugh, and build trust, all while turning a tech training into a high energy, memorable experience. A little friendly competition goes a long way in sparking connection and brand love. RIGHT ON.
Videography: Britt Hildebrand
Edits: Britt Hildebrand
Pele Soccer Shop Downtown Disney
For a new product launch at Pele in Downtown Disney District, we transformed a tech training into an activation fueled by fun and friendly competition. By blending education with play, we created a space where associates could not only celebrate the product, but also celebrate one another.
Videography: Britt Hildebrand
Edits: Britt Hildebrand
