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Super Bowl Activation

A lasting impression. That was Doritos’ goal for Super Bowl Live, a free 10-day fan festival on Nicollet Mall in downtown Minneapolis. To achieve that goal, Star created an eye-catching and heated outdoor display to introduce Doritos® Blaze, the newest extension of the Doritos brand.

The uniquely shaped all-metal “heat oasis,” which featured a propane fireplace and ceiling heaters, became a popular gathering spot during the festival—especially when temperatures dipped below 0°.

Sampling turned out to be a winner as well, with more than 12,000 bags of chips distributed to visitors who were invited to warm up in the oasis by brand ambassadors.

Star coordinated and managed all food sampling, including hiring and managing the brand ambassadors, city permitting and logistics, design development and engineering, installation and dismantle.

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