For its combined Valentine’s Day/Galentine’s Day pop-up in 2020, the confectionary brand built a pink Starburst wall installation where attendees were invited to write messages of encouragement or inspiration on pink sticky notes and attach them to the board.
( Agencies: Inspira Marketing Group AXLE Brand.) A brand microsite offered consumers an opportunity to send a love letter to someone special by creating a customized video card from its warm and fuzzy mascot, Snuggle Bear.
Snuggle also took the digital route to supplement its in-person SnugMobile program. Consumers whose photos landed on a designated prize space within the mosaic won Snuggle swag. (How the notes or greeting cards are disseminated will be up to you and the overarching event strategy.) Snuggle took the approach for its #BearYourHeart Valentine’s Day campaign, during which New Yorkers could write warm sentiments to a loved one on an oversized note card, take a photo with the note in a nearby booth, then watch as the content was fed to a massive outdoor digital screen where a mosaic of the day’s photos was updated in real time. Over the years, several brands have hosted Valentine’s Day activations that, among activities, invite attendees to write heartfelt messages to loved ones. Mars invited attendees of its Sweet ReTREAT to write heartfelt messages on a Starburst-themed wall installation.
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