Topps - NHL All Star Beach Fest

Overview

Air Fresh Marketing partnered with Topps to execute a fan engagement activation at the NHL All Star Beach Fest in Miami. The activation ran across three consecutive days, February 2 through February 4, 2023, with Air Fresh Marketing fielding a steady team of five brand ambassadors each day at Ft. Lauderdale Beach Park. The team worked the booth throughout the festival, combining brand ambassador engagement with hands-on booth support to introduce attendees to Topps and drive consumer education about the brand's product line. That on-site education effort was paired with app promotion, giving fans a direct path from a booth conversation to a digital download, and giveaway distribution that rewarded attendees for engaging with the brand rather than simply walking a promotional line. Held during one of the NHL's highest-traffic offseason fan events, the beach fest format meant staff worked outdoors across a sprawling festival footprint rather than a contained convention hall, requiring a team that could hold consistent energy and visibility across three full days of beachfront programming. Air Fresh Marketing kept team size steady at five ambassadors across all three days, giving Topps continuous coverage from the festival's opening hour through its close each day. The result was hundreds of direct fan interactions and strong demand for the exclusive giveaways Topps brought to the activation, delivered by a compact team working a high-traffic beachfront environment over the NHL All-Star weekend.

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