EFFEN Vodka needed a way to leverage celebrity partner 50-Cent to bring their new Different By Design campaign to life. The brand had been leaning on 50’s reputation in the rap game, having the rap star show up at clubs where he would perform and pop bottles of EFFEN. We convinced the client to pivot and celebrate 50’s success as a producer by concepting an experiential activation that revolved around 50’s show Power, a hit Starz cable TV series about a drug kingpin trying to go legit.

The Truth Nightclub Activation, gave consumers a chance to literally step into the world of the Power, via an exact replica of Truth, a fictional nightclub and the location set for some of the shows most memorable scenes. No detail was spared as the large scale activation traveled from market to market, blurring the line between the show’s storyline and reality, recreating the atmosphere and energy of the show, so that consumers could live out a night in the life of their favorite Power characters.

CELEBRITY INVITES

A sleek black bag reminiscent of the bag “Ghost”, the lead character from Power, uses for covert operations (hits, burglaries, stakeouts) was delivered to the doorsteps of celebrity influencers’ homes. Included in the Kill Spencer leather goods branded bag were EFFEN x Truth branded gifts as well as a disposable burner phone(a common tool on the show) that carried a message inviting celebs to the Truth Nightclub activation. To add hype, a video capturing the delivery of the invite to super influencer Karen Civil was shared on social media.

SOCIAL MEDIA INVITES

City specific GIFs reminiscent of the mirror-effect style opening credits for Power were shared via digital and social media, with a link back to details for the activation and a RSVP page.

The design of the posts and multi-city versions gave consumers a sense of scale for the event in consumers minds.

DIGITAL FLYERS

Leading up to the event, we played on the target’s FOMO, with a continued build of anticipation via digital and social media posts of GIFs reminiscent of the mirror-effect style opening credits for Power.

Included a link to details for the activation and a link to the closed RSVP page.

MOBILE OOH

The Vintage 1969 Mustang belonging to Tommy, a main character on the show, acted as an easter egg, popping up in key locations around the city the week before the Truth Activation hit town.

THE IMMERSION

From the facade of the entrance, to the VIP section, to the stalls in the bathroom, the EFFEN Truth nightclub buildout set the stage for an unforgettable night of Power.

THE BRAND ENGAGEMENT

EFFEN based cocktails inspired by the personality traits of the show’s main characters.

Blowing Up Ghost’s Cell Phone

As guests entered the nightclub, bouncers slipped them business cards, telling them to text the owner if they wanted in.

A text to the number on the card activated a chatbot that impersonated the shows main character, drug kingpin and Truth nightclub owner, James St. Patrick “Ghost”, instructing guests on what moves to make, including what drinks to order, how to make a music request and where to post up.

Attendees were given the kind of unlimited access to parts of the club that’s reserved for those in cahoots with Ghost on the TV show.

Chilling in Ghost’s Office Attendees were invited to make themselves at home in St. Patrick’s private office.

Attendees were invited into the basement of Truth to take a peek at James St. Patrick’s stash. Included a photo op with the stacks of cash waiting to be counted and laundered.

Attendees also had the chance to create and share GIFs of them taking a bath in dirty money.

Sold Out events across the country, with a long list of celebrity requests for tickets flooding into the client right up to the RSVP at capacity in less than an hour, followed by an immersive experience that transformed the perception of the brand in the eyes of the consumer and created a groundswell of earned social media and PR coverage, proving that the EFFEN Vodka truly is Different By Design.