Currently, branded entertainment does not face specific restrictions or regulations imposed by TV stations, broadcasting companies, government, or other regulating bodies. Of course, given that our activation took place on city streets, we did have to adhere to traffic rules and no-tolerance alcohol restrictions.

The brief asked us to amplify concerts at traditional sites; we recognized a greater PR opportunity, ultimately transforming an iconic Toronto streetcar into an official NXNE venue.

Inspired by existing venues, we developed custom flooring, tasting bars, and décor (e.g. concert posters), and engaged an illustrator for a bespoke exterior. We even carefully selected the lighting scheme and the staff’s outfits.

Working with NXNE and MuchMusic – who broadcast live on our final voyage – we booked, scheduled, and promoted 19 artists (e.g. Reggie Watts, The Pizza Underground, Dragonette, etc.), all handpicked for their originality. We saw to sound requirements, planned the route, and rerouted on the fly when a traffic emergency struck.

Of course, strategic media outreach drove our success, attracting diverse international and local journalists (music, arts/lifestyle, fashion, and transportation). Once we set out, extensive coverage and word of mouth sped momentum, with huge crowds running to get on.

An overwhelming success for the brand, the MiO Squirtcar easily outpaced both its competition and the program’s predefined goals, dominating competition during NXNE, driving awareness and spurring conversation with our highly coveted target.

Primary Results:

Goal: 65 million earned media impressions

Result: 403 million media impressions, outpacing initial goal by 575 per cent

Goal: Ensure our story was relevant to target

Result: More than 31 million social media impressions, including seven million directly related to the MiO Squirtcar. Thirty-seven per cent organic engagement from performers

Goal: Make MiO the most talked about brand at the festival

Result: The MiO Squirtcar easily outperformed key competitors:

• Red Bull (40,000 per cent more earned media coverage; 183 per cent more social mentions)

• Budweiser (53,000 per cent more earned media coverage; 125 per cent more social mentions)

Additional Results:

• 371 exceedingly positive traditional media stories, 80 per cent of which were national or international

• 1,922 media hits

• 98 per cent of coverage included program key messages

• 98 per cent of coverage included brand mention

• 80 per cent of coverage reached a national audience

• $790,000 ad value equivalency