When Liquid Death, a canned water company, sought to connect with rock enthusiasts attending Metallica's European tour, they turned to Kru Live for a powerful brand activation. The primary objective was to provide fans with samples of Liquid Death water while conveying the brand's unique message. The campaign took place over 8 activation days, in key locations across Europe - including Amsterdam, Paris, Hamburg, and Gothenburg.
To meet Liquid Death's objectives, Kru Live assembled a diverse team of 54 staff members. This skilled team comprised Event Managers, Mascots, Mascot Chaperones, and Brand Ambassadors. Our team were strategically placed at key locations throughout the arenas. The mascots were dressed in suits that depicted a very muscly man with a can of Liquid Death in the place of his head and the team sampled cans out of coffins - creating the ultimate a memorable brand experience.
Our team not only distributed samples of Liquid Death water but also effectively communicated the brand's key messages to the concert attendees. Through strategic placement of our Brand Ambassadors at high-traffic areas within the arenas, our team was able to engage with a high number of concert-goers. Overall, Liquid Death managed to achieve an unforgettable brand experience - afterall, you're not going to forget being served a can of water out of a coffin anytime soon, are you?
What The Client Said
It was a pleasure working with the Kru Live team on staffing for our client's sampling tour throughout Europe. They were extremely attentive and communicated through every step of the process from providing recommendations on staffing plans, sourcing a quality team to run our activations, and being available on show days for adjustments. Every activation on the tour had a different set up and schedule and the Kru team worked through last minute changes with ease.