We created some magic for the 3rd year in a row to bring Macanese culture to a major market in the US. The 2019 #WowMacao activation in San Francisco branched out from previous years with a renewed focus on the traditional Macanese Light Festival employing custom LED wrap embellishments on several elements of the footprint including the food truck and lion dancer costumes as well as an overhead buildout of Chinese lanterns and a backdrop of the city’s skyline.

Consumers were thrilled to sample Macanese fare including egg tarts, pork chop buns, serradura, and salt cod bacalao cakes while snapping pictures with the city’s mascot Mak Mak, lion dancers, and drummers. Samples totaled over 5,000 not including the press or influencer events pre-launch. To hype up the public before launching, we arranged an influencer cooking class as well as a press event. By the time the activation was open to the public, lines had already formed at the truck.

Locations

Brand ambassadors delivering information also encouraged guests to visit the tour’s website to enter giveaways for swag bags, branded totes stuffed with chopsticks, luggage tags, and travel brochures. Instagram advertisements promoting the event drew people to visit the truck.