Experiential Marketing Activation

Everyday VIP Sweepstakes & Share a Coke Day
New York City

Headquartered in Philadelphia. Producing events nationwide.

The Challenge

Coca-Cola and Embassy Suites by Hilton launched the Everyday VIP Sweepstakes in conjunction with Share a Coke Day with a clear goal: Create a high-impact, in-person brand experience that would:

• Reach Embassy Suites hotel guests
• Engage Coca-Cola fans in a dense, high-traffic market
• Drive brand awareness and local engagement
• Increase on-site interaction and product trial

The activation needed to feel surprising, joyful, and unmistakably Coca-Cola, while operating seamlessly across both public space and private hotel property in the heart of New York City.

Learn more about how B-Side Events can be your event production partner.

Closeup of a custom Coke can that reads Bestie

Flash mob dancing in Herald Square Park with streamers and branded coca-cola shirts

The Approach

B-Side Events was brought in to design and produce a full-scale experiential marketing activation that blended performance, street-level engagement, and personalized brand interaction.

The concept centered around two connected moments:

A high-energy Coca-Cola flash mob in Herald Square Park.
A guided transition to a fully branded Share a Coke experience at Embassy Suites Times Square.

The experience was designed to interrupt the day, pull people in emotionally, and reward participation with customized Coca-Cola giveaways.

Experiential Design & Execution

Herald Square Park: Coca-Cola Flash Mob

The day kicked off with a choreographed Coca-Cola flash mob designed to stop foot traffic and generate immediate curiosity.

• 30 performers plus a lead choreographer
• Branded uniforms and signage
• Mobile amplified sound system
• Performers roamed before and after the dance to build anticipation

Embassy Suites Times Square: Branded Footprints

Once guests arrived, they entered a fully branded Share a Coke environment featuring two activation zones:

Outdoor Branded Footprint
• 10x10 branded tent and backdrop
• Multiple label printers
• Product display and queue management
• Brand ambassadors engaging passersby

Indoor Branded Footprint
• Custom backdrop near the hotel reception
• Personalized Coke can printing station
• Brand ambassadors engaging hotel guests

Across both areas, guests were invited to personalize Coca-Cola slim cans with their own names or approved Share a Coke phrases

Operational Scope

B-Side Events led end-to-end production, including:

• Experiential concept development
• City and venue coordination
• Performer management and choreography
• Audio, signage, and branded assets
• Staffing and brand ambassador training
• On-site operations, guest flow, and logistics
• Set-up, live execution, and tear-down

The program required coordination between public space activation, private property execution, and real-time guest movement through Midtown Manhattan.

Why It Worked

This program succeeded because it:

• Used live performance to interrupt routine.

• 5,000 custom Coke cans distributed.

• Created a clear call-to-action journey from street to brand space.
• Delivered a personalized takeaway, not just a giveaway.
• Balanced spectacle with operational precision.

It was experiential marketing designed not just to be seen, but to be felt.

Services Highlighted

• Experiential Marketing
• Brand Activations
• Event Production
• Corporate Event Production
• Live Event Management

Learn more about our wide range of event production services

A guest smiling recieving his custom coke can inside embassy suites

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