Solution
Motorola challenged Leader to develop an innovative and newsworthy experience for Super Bowl XL in Detroit. Detroit in January can be summarized in one word... miserable. So, Leader decided to bring paradise to the city by creating an oasis that would provide local residents and football fans from around the nation an opportunity to bask in 72 degree weather while playing in the sand and watching professional surfers shred perfect waves all day long. With that idea, AlohaMOTO was born. The experience included a massive clear-span tent, a Waveloch® wave machine, pro beach Volleyball players, professional football players interacting with fans in Pro Bowl style "skills competitions" and a massive product sampling area.
Service
Leader partnered with Murphy Productions to bring the experience to life and managed all of the decor, build out, permitting, negotiations, athlete recruitment, public relations and more.
Success
A constant line was staged from 8 a.m. until midnight every day (Tuesday - Sunday). Motorola not only made a lasting impression on more than 100,000 consumers who traveled through the experience, but the brand garnered massive media exposure as well. Media coverage included CNN, ESPN (Multiple broadcasts), Best Damn Sports Show, regional affiliates from coast-to-coast, the New York Times, Detroit News, Los Angeles Times and even the Weather Channel doing live weather updates from AlohaMOTO.