South Florida Taste of the Nation at Soho Studios

Every single day a child goes hungry in America. Thankfully, there are people and organizations willing to help by gathering the collective resources needed to curb childhood hunger. One such organization is Share Our Strength, more famously recognized as the No Kid Hungry campaign. Here in Miami, Soho Studios will be the 2016 site of the next No Kid Hungry fundraising event.

Helping to Fight Childhood Hunger

South Florida’s Taste of the Nation, hosted on behalf of the nonprofit organization Share Our Strength, brings attention to the importance of ending childhood hunger in America. This culinary extravaganza is the nation’s finest night for all things food. Taking place on June 17, 2016, tickets are expected to sell out quickly. Make your plans now to attend this culinary showcase while supporting a great cause. VIP tickets are $250 and offer early admission at 6 pm. General admission is $125 for entrance at 7 pm. The event ends at 10 pm.

No Kid Hungry Dinner in Little Rock

Last year, the Little Rock No Kid Hungry Dinner raised $70,000 to support the fight against childhood hunger in Arkansas. At this fundraiser, chefs from Arkansas dominated the stage alongside Chef Cassidee Dabnet from The Barn at Blackberry Farm, one of the best places to dine in Tennessee. The goal of the 2016 Taste of the Nation is to exceed the financial reaches of Little Rock’s success.

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What to Expect in 2016

Taste of the Nation is bringing out the culinary champions. Legends in the kitchen, Chef Allen Susser and Chef Timon Balloo are teaming up for the evening. Following the theme of Taste of the Nation, the event will showcase the fine dining experiences of more than 50 restaurants and food vendors from Fort Lauderdale and Miami. As Chef Susser has lead Taste of the Nation here in Miami for almost three decades, his talents and experience will shine, as he helps host one of the city’s favorite culinary events.

The evening involves more than just excellent wine and gourmet cuisine. Prepare to participate in a variety of auctions including a wine, silent and live auction, with all proceeds going to support the campaign. One hundred percent of ticket sales are going directly to the Share Our Strength organization. The Taste of the Nation is a long formed tradition here in South Florida, following its inception in 1988. Become a part of the local community while enjoying a fabulous night out in Miami.

Soho Studios Recognizes Smiling Hugo and Creator Philip Schwartz

At Soho Studios, we're all about community involvement and living your dreams as fully as you can every single day. We want everyone in our area to have the resources to be able to get the life they want. We're not just business owners. We're also parents, grandparents, aunts, uncles and simply people who care deeply about the future of our society and our entire planet. We know that one of the most important keys to the future is the education of all of our children. This is why we want to help provide support for those who help children understand the world better and teach them to discover the beauty that surrounds us whenever we go.

Philip Schwartz

Philip Schwartz is a local area poet and a great friend to all of us at Soho Studios. Schwartz is a father and a grandparent, as well as a writer and a poet. In a recent interview on the Take Flight Show, he spoke to DJ Smiley about his writing work and his love of poetry for children. Like many other Miami residents, Schwartz wants to help his own children and other children discover the amazing world we live in and the places we can see. His own love of animals has been the inspiration for his poetry. In his work, he talks to kids about how animals help us learn about our world. His work is focused on the way that poems can help people of all ages feel happy and learn to use their own imagination.

Smiling Hugo

Smiling Hugo is a delightfully friendly character created by Philip Schwartz. This purple hippo helps children explore the world of nature with a buddy at their side who loves the world he sees as much as they do. Hugo's jaunty blue cap and relaxed air help children relate to him as he does all kinds of wonderful things each day. Children can follow along with Hugo as he watches butterflies flit across a beautiful field of flowers, takes a bicycle ride across town or just enjoys a fun ride on top of the back of his great friend the giant turtle. Hugo, just like many of his fans, loves to do all kinds of fun things that kids do like swinging on a swing in the park or learning to surf at his favorite local beach.

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Poetry for Children

As a father and grandfather, Schwartz knows that children respond well to simple rhymes and language they can understand well. This is one of many reasons why Schwartz writes in language he knows his readers will understand and love. In his poems, nature is all around Smiling Hugo and all around all of us. Hugo and all of his friends see the world of nature wherever they go. A large building in front of him becomes a giant concrete forest full of excitement and mystery. Schwartz shows his young readers how to use their imagination and see the world in new and exciting ways. A young reader might hear his poem about being on a swing and see the world waiting at his feet as he swings back and forth with his own friends and parents.

Charming Illustrations

In addition to poetry, fans can also find Smiling Hugo in a series of delightful illustrations that instantly help us see his many daily fun activities. Hugo is at the heart of gentle illustrations that invite readers into a world of color, light and movement. The soft primary colors used by Schwartz to set off his poetry is soothing on the eye and conveys a world of happiness and wonderful beauty. Hugo sees a friendly sun greet him in the morning as he travels on his bicycle. Tall trees with detailed branches hold a perch where his friend Ozzy the Owl watches out for him. His friend Jonathan the giant turtle invites all of us to be with Hugo on his gaily painted green back. The blue swirly waves of Australia's Bondi Beach are great fun for Olie the Octopus as he sits on top three surf boards surrounded by his many friends.

Come join up with Philip Schwartz, Smiling Hugo, Sammy the Shark, Danny Dolphin and the entire adorable cast of characters as they travel the natural world. We hope you'll be right there with us as we await his next series of adventures!

Stella’s Multi-Sensory Meal

In September, Stella Artois broke out its world-renowned chef team, crafting a fine-tuned sensory experience for brand and brew lovers alike. The Stella Artois Sensorium, balanced perfectly to breed immersion and a love of all things food, was an incomparable experience dedicated to long-term Stella drinkers.

The Five-Sense Immersion

The event primarily served to honor the way Stella Artois immerses the five senses. The multi-course dining experience paired food with beer, honing each dish’s natural flavors by invoking the body’s five senses. Smell, sight, sound, taste and touch were prioritized in the sensorial dome. Guests met a 360-degree experience, engaging Stella Artois promotions via video and interactive elements. The display, amplifying each sense to perfection, was featured throughout the night.

Transforming the traditional dining experience takes work, but Stella Artois succeeded in crafting a fully immersive and active presentation. Stella’s global premiere took place in a massive Toronto dome, hosting a power-hitting five-course meal intended to challenge each event-goer’s perception of senses. From start to finish, Stella engaged event-goers on multiple levels.

Two Years in the Making

The Stella Artois Sensorium was birthed by the brand’s grass chalice. Each iconic Stella momentum within was designed to enrich the event-goer’s senses while sipping Stella’s own Belgian-style lager. Of course, expanding such a concept requires full proof of concept. Stella delivered, pairing its multi-sensory dining experience with Mosaic—Stella’s handling agency.

Mosaic has had years of experience crafting sensorial exhibitions. Its display experts partnered with Richie Farina, a much-celebrated chef, to enhance the event’s cinematic flair and attribution of local ingredients. Also present, Nyles Miszcyk introduced multiple musical genres to amplify the experience. Dr. Irwin Adams Eydelnanat boosted the dome’s aromas, triggering the consumer’s emotions and memory. The event was headlined by filmmaker Jamie Webster, who powered Stella’s 360-degree film project.

Balance and Product Promotion

The Stella Artois Sensorium, in essence, was a buyer psychology trial. By engaging all five senses carefully, Sensorium host’s negated overload while delicately prompting recall. Balance achieved a perfect sensorial experience, and each expert took the reigns when meals were presented. Each meal round was paired with a sensorial experience, crafting a unique bond.

Stella Artois ensured total event cohesion. Each course was accompanied by a Stella Artois chalice. Barring desert, each main course was amplified by Stella’s choice, tying the brand’s overall appeal into the magnificent display. Ending the event on a sweet note, the company imported its own European-style cider, titled “Cidre.” The cider was specifically crafted for the Sensorium, capping off the experience’s soothing display with a spritz of taste.

Stella Artois’s project leaders focused heavily upon the consumer’s natural pairing of taste and smell. Mike Bascom, marketing director of Stella Artois, placed a lot of weight on sensory balance, depicting each course’s perfection of split-taste attribution. Each course served to transport event-goers into a full-fledged sensory experience. Attendees then left with unforgettable memories, spawning thoughts and feelings for Stella Artois. The event was far more than a discussion piece. It was a high-powered psychology extravaganza.

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Birchbox Hosts BYOB Popup Salon Tour

August is a great time for BYOB, and Birchbox re-drafted the tradition with great flair. Its three-city tour gathered dedicated brand consumers, holding a “Build Your Own Box” to test out Birchbox’s newest, hottest beauty products. The three-day event, spanning across Los Angeles, Atlanta and Chicago hosted a slew of handpicked skincare products. Of course, each makeup selection was a house favorite, and attendees were urged to join the Birchbox pop-up show for intrigue and awesome offers.

A Roof Deck For Promotion

Consumers browsing the assortment of products were greeted with two shipping containers of product. While seemingly overzealous at first, the shipping containers’ mass stock of makeup offered fully sized products and Birchbox sign-up options. Upon cashing out, consumers were granted added bonuses. Complimentary manicures, on-site nail technician care and polish workshops constituted the Birchbox “way of life,” and every attendee was offered full-range treatment.

Nail polish was then available on the event’s roof deck. Lower levels of the pop-up were similarly available for access, yet consumers could access their favorite brands via segmented locations. Plenty of room was available for male attendees, too. A portion of the roof deck hosted a “men’s shop,” where Birchbox’s featured male products were displayed. Each of Birchbox’s essential male categories made it through, including hair, skin, shave and body products.

The experience’s arsenal of gadgets highlighted Birchbox’s finest innovations, including flasks, Bluetooth speakers, mugs and water bottles. A nearby tech cube assisted mobile carriers with a charging station, and attendees were invited to complimentary hair trips, shaves and products throughout the pop-up salon.

A Build-Your-Own Experience

Birchbox’s Build Your Own Box was a high-powered event offering consumers up to five samples for Birchbox creation. Each women’s box was $15, and each packed five samples spanning across skin, hair and sun-care products. Each fragrance option was custom-tailored to attendee taste, ensuring every participant was met with products capable of exemplifying their own style and fragrance preference.

The BYOB experience did come to an end, but its finale was headed by a step-and-repeat photo seminar. Eventgoers were welcomed to snap, trade and post photos on social media, utilizing branded hashtags to win up to $500 in Birchbox credit. The tour’s end garnered select winners for each hashtag, #birchboxmaninmycity and $birchboxinmycity. Of course, Birchbox’s Twitter account was pre-outfitted to handle the load. All social media engagements were enhanced for big crowds—and even bigger visitors.

Thinking Outside the Box

Birchbox’s additional events invited special guest appearances. Each city giveaway hosted signings by the full cast of “Empire.” L.A. Lakers D’Angelo Russel similarly arrived alongside Cynthia Bailey of “The Real Housewives of Atlanta.” Sprinkles Ice Cream attended, as did King of Pops. Each Birchbox purchase opened the doors to awesome meetups, and the brand spared nothing in crafting an exemplary experience.

The brand was incredibly careful about its participation. Each engaged project was hand-picked, and each defined itself with people, products and services. The Birchbox brand is one of excellence, and its business model is a challenging one. Pulling together such a large-scale event activation is notably difficult, but the brand succeeded in crafting a compelling experience. Birchbox garnered over 730 million media hits, amassing a huge audience and gaining mass visibility.

2016 Be a Kid Again Gala at Soho Studios Miami

On Saturday, February 27, 2016, at 6:30 p.m, Soho Studios is proud to be hosting the 2016 Miami Children's Museum Be a Kid Again Gala.  This annual gala is a highly anticipated event here in South Florida, and promises a good time to all who attend, while promoting a good cause at the same time. We at Soho Studios are honored, as the co-chairs of the gala only select the highest quality venues for this popular and well-loved event. We promise to do the museum proud. We can't wait to see who comes out to support the museum's goal of providing educational and cultural opportunities to all the children in the Miami area. This is not your typical fundraising social. When you come to the Be a Kid Again Gala, you will be impressed by the offerings. Some of the best live music in the area will be here, along with some of the most delectable gourmet food in Miami. To top it off, an auction of luxury items will take place. All proceeds from the auction will go to support the educational programs of the museum, so you can feel good about bidding.

The auction is known for its themes, and this year, the theme is Miami Vice. Decorations will reflect the best of Miami during the 1980's, when the famed Miami Vice TV show took place.

At Soho Studios, we've taken pains to make sure the experience is excellent from the moment you enter our doors. The evening begins with a luxurious cocktail reception where you can meet and greet your fellow attendees. After the auction, "Party on the Moon," widely billed as the best party band in the world, will perform. Food of the finest quality and taste will be served throughout the event. And, if that weren't enough, there is an exceptional and always well-attended after party.

To learn more about the event, visit the Miami Children's Museum's website at www.miamichildrensmuseum.org.

Amtrak and Mastercard Promote with a Digital Teleporter

Penn Station in New York City is a prime space for travel marketing. Its 100-year-old architecture is a structural mainstay, and its busy rail lines have hosted a slew of creative innovations, flash mobs and brand promotions in the past. Amtrak train travelers, in September, were greeted with the company’s newest promotional strategy: the Teleporter.

Enter Time and Space

Amtrak’s futuristic Teleporter experience whisked travelers away to alternate digital locations, activating a flurry of traveler interest. The display, held between September 14th and 25th, assisted Amtrak’s Guest Rewards card promotion. Partnered with Bank of America, Amtrak’s attention to the consumer’s love of speed, optimization and travel became a winning strategy.

Regular travel and flexible spending are big benefits of the Guest Rewards cards. Bank of America has created similar innovative approaches in the past, granting its loyal customers the chance to achieve great spending and saving power. With Amtrak as a partner, Bank of America’s limits were extended well beyond the train station’s ceiling.

Into the Cities

Visitors taking part in Amtrak’s Teleporter experience need only place one hand on its slim and savvy touch screen. The screen’s panel then activated a virtual adventure. Fans were met with blasts of air, flashes of light and a premium rundown of America’s greatest cities. A countdown began the charge, and consumers waiting in line were prompted with a “who’s next?” style of affairs.

Two 90-inch screens within the display hosted the Amtrak-selected video. Animations erupted, creating an in-cabin feel for virtual reality riders. Each animation simulated famous American locations, including Philadelphia, Chicago, Washington, D.C., Los Angeles and Boston. The screen’s scenery similarly provoked attention with iconic cityscapes, favorite tourist destinations and bustling nightlife.

Arrival and Rewards Sign-Up

Consumers then “arrived” at their destination, witnessing an additional slew of memorable in-city locations. The Amtrak display then ushered visitors to the event booth’s exterior, where prizes were presented. Prize giveaways were generous, including neck pillows, branded water bottles, luggage tags and even commuter travel kits.

Of course, Bank of America held a strong presence at the event’s end, too. Following the engagement, attendees were welcomed to sign up for Amtrak’s promoted rewards program. Upon doing so, they were gifted free bonus miles and a personal thank you from Amtrak and Bank of America. Both brands carried a healthy supply of ambassadors, which assisted attendees with sign-ups and questions. Fully equipped with iPads, handouts and computer kiosks, brand informants were well-stocked to assist in a variety of ways.

The Amtrak approach to on-location experiential marketing is inspiring. Event-runners were highly excited to launch the new card program, enticing consumers with new possibilities, new destinations and new ways to save. Focused on fueling sign-ups, the Teleporter succeeded in creating a totally out-of-the-ordinary experience. Amtrak and Bank of America both harnessed a potent experience—one worthy of the books. It was engrossing, innovative and fast. Like a train, Amtrak’s Teleporter brought riders to the destination quickly, ensuring they’d enjoy every leg of the trip.

Puppeteers Launch LG’s Twin Wash Appliances

LG can get its groove on, too. Its Broadway-inspired event took place last November in New York City. LG launched its TWIN Wash laundry appliances which were displayed with six riveting performances by 16-foot-tall laundry puppets. LG TWIN Wash Presents: Divide & Conquer hit Broadway from dusk until dawn, highlighting the Father Duffy Square with a wholly unique marketing experience.

An Innovative Laundry Showcase

Broadway choreographer, Joshua Bergasse, stood tall behind the event. Put on entirely by puppeteers and performers, the LG display showcased the product’s sheer innovation. Users were invited to run separate loads of laundry simultaneously, working alongside a built-in SideKick unit. Placed on the front-loader, the SideKick washer permitted minute, custom-care loads.

The product’s dual-washing capabilities were spotlighted with the LG TWIN Wash laundry pair unit. These double-16-foot puppets, powered by six dancers, featured a martial arts array. That’s right: The puppets were trained to fight. Also trained in Capoeira and acrobatics, the performance’s puppet masters performed both “regular” and “delicate” performances based upon the spin cycle.

On-Stage Visit and Immersion

The performance artists vying for position before LG’s gigantic front-loading drum weren’t the only feature. The pedestal’s washer installation cleared the way for on-stage consumer visitation areas. These areas, specially crafted to display LG’s finest inclusions, additionally framed a mop-up laundry room. The mock laundry room featured product promotions, demos and a full-fledged LG learning experience.

Greeted with the chance to win prizes, extending to a Broadway.com gift certificate package, consumers were enticed to watch LG’s creative, 60-second digital television short. The short, itself, took six months to plan completely. Similarly focused on promoting LG’s newest creations in stores, the television spot raised awareness about the product’s December 20^th release date.

TWIN Wash Enters a New Market Category

TWIN Wash, itself, is highly revolutionary. LG, while well-known for its overarching industry power, is a relatively young host of TWIN Wash. LG intended to craft an event as large, as wild and as fun as the market’s newest entry, making a statement on all levels.

In previous years, LG has committed to a plethora of media-based events. They’ve also engaged P.R-centric events revolving around brand expression and image. This time around, however, the consumer experience was placed on the forefront. LG’s thought leaders created a live display capable of being felt, touched and enjoyed. LG’s dedication to “bringing things to life,” as Barkley Kalpak Agency has stated, is unrivaled by many—and famous to all.

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2015 Life is Good Mobile Tour

Life is Good is renowned for its positive promotions, inspiring displays and altruistic branding. Memorable for its happy face logo, Life is Good’s mainstay proprietary events are constantly discussed within their impacted community. Host of the Life is Good Festival, grounded in Massachusetts, the brand is shifting gears to impact its consumers nationwide.

A Mobile Airstream for Mobile Outreach

Country travel, as a marketing approach, needs highly mobilized gear to succeed. Life is Good holds nothing back with its fully-powered Airstream trailer, which has visited over 14 cities between September 11 and October 26. Highly engaged in its community, Life is Good raised more than $1 million to expand brand awareness while assisting children in need.

The Life is Good Foundation founders John and Bert Jacobs began the company’s success by selling t-shirts. Selecting a van as their primary venue, the brotherly mobile tour is John and Bert’s identifying hallmark. In many ways, their current mobile outreach program brings the brand full circle, engaging consumers through many on-site tour stops.

Adjacent Promotion

The brand didn’t “go it alone,” either. They’ve aligned their strategy with several events, including Taste of the Nation Chicago, the St. Jude Walk in San Francisco and the Boys and Girls Club in Boston. Even extending to Hallmark Headquarters, the Life is Good outreach map engages consumers far and wide with interactive photo ops, fund-raising activities, games, giveaways and footprint-activating displays.

The Life is Good engagement strategy is wild and diverse. Cornhole and a giant Jenga game are simply two elements of their strategy, and each signature installation professes a profound love for good, all-natural fun. Attendees were invited to contribute to the brand’s carry-on eight-foot-tall “gratitude” jar, which aimed to benefit kids nationwide via plastic balls bearing grateful messages.

Specialty Co-Branded Items

The Life is Good Mobile Tour 2015 implemented a specialty retail outlet system, too. Nonprofit and branded partners could access the mobile unit’s innards as temporary store space, partnering with Life is Good and the event at large. Each inner-market participant utilized its reserved space to tie brand attribution to self-serving community outreach.

100 percent of all merchandise-based profits were funneled into charity. Meanwhile, the #GROWthegood hashtag sprouted on Twitter. Life is Good, well-known for its social media popularity, kicked off the reveal well. Each hashtag share resulted in a one-dollar donation by the brand, documented by its own Airstream microsite. The brand’s hired community influencers, of course, were invited to push awareness further—directing marketed content to local industry heroes and even celebrities.

The Life is Good Tour event, while a new tactic, was ground in time-tested-and-true marketing formulas. Mobile outreach works, and it’s powered further by social media outreach. The Life is Good objective plan was derived from an in-depth social mission targeted at long-term consumers, but it also succeeded as both a non-profit outreach and brand awareness platform. The event effectively tied together multiple marketing fronts to maximize control and awareness, complementing the Life is Good business plan and image alike.

AT&T Draws Consumers with Graffiti Art and Music

The Austin City Limits Music Festival offered far more than audio art. AT&T U-verse, stationed near band favorites, utilized the power of graffiti to promote its new GigaPower television and Internet service. Hosting engagements aligned with the event’s culture, the AT&T U-verse approach stayed true to the music festival while adding its own touch.

Two Long Weekends

AT&T commenced its project over two three-day weekends last fall. It offered local artist demos, a recharge lounge and astounding “quick delivery” giveaways. Additional to its digital tactics was a lifestyle activation event geared towards AT&T lovers abroad.

Festivalgoers began interacting with U-verse several months before the event ever started. The brand’s declaration of Austin City Limits representation featured a speech discussing title sponsorship. U-verse similarly created an Austin City Limits mobile app, engaging consumers within trivia contests, during festival pass giveaways and throughout the event.

AT&T’s support didn’t stop there. Users with big social media presences were invited into one-on-one conversation channels with U-verse. Participation resulted in festival ticket giveaways and visibility across AT&T’s music festival area.

The Tight-Knit Social Media Community

The AT&T U-verse style didn’t create itself. In fact, its influencers spanned across a multitude of online platforms. The brand teamed up with Vine celebs, bloggers, Snapchat favorites and Instagram gurus. Its social media partners told the AT&T story through their lens—which was a remarkably innovative approach to flexible marketing outreach. Vine influencer Frank Danna, in particular, impacted AT&T’s display positively with a four-vine special triggering over 500,000 loops in days.

Of course, the brand’s social community was guaranteed a well-deserved break from the in-event action. AT&T hosted a U-verse footprint refuge, granting attendees soothing relaxation from festival performances. Televised football games and device recharge stations were installed to grow the comfortable couch environment.

Artist Team-Ups

AT&T’s image was boosted by several ACL artists, including Alabama Shakes, the Foo Fighters and Gary Clark Jr. Hosting an exclusive festival documentary, the musicians slated the host footage for a February release. Packing performances, interviews and a unique eye on Austin’s rich culture, the video will soon be available on Direct TV and AT&T platforms.

AT&T knocked it out of the park during ACL. The event’s highlights brought the festival to a peak, pairing the area’s unique culture with an all-encompassing U-verse marketing platform. Rich with confidence and creativity, the AT&T approach to experiential marketing certainly entices the imagination.

The Simpsons Kwik-E-Mart Campaign

First, Fox embraced Austin’s diverse food truck culture and embedded tons of amenities for consumers to try. Then, it created a pop-up Kwik-E-Mart to serve over 3,400 Squishee frozen drinks at 2.6 orders per minute. The Simpsons then transformed 7-11s to resemble Apu’s workplace from the world-renowned Simpsons Movie. Austin’s grand display fired off the truck’s countrywide tour, which, for many months, was considered one of the year’s most innovative marketing experiences. Now, this year’s SXSW will host The Simpsons yet again. Partnering the ongoing renegade tour, SXSW has created a LEGO-based Kwik-E-Mart to boost promotion.

A Show on Wheels

Honing in on the mobile Kwik-E-Mart, Simpsons fans are urged to take note of Fox’s attention to detail and cross-market possibilities. Squishees have been a Simpsons symbol for years. While they’ve made their way into pop culture—and drink culture, too—the mobile Kwik-E-Mart has featured their existence on a grand scale for the first time.

The Squishee’s popularity has opened an interesting door for Fox, who aptly tied waiting lines into a much more immersive experience. Attendees were enticed with branded iPads—which were tethered to the Kwik-E-Mart truck. Each iPad hosted episodes of The Simpsons, encompassing every season. Passerby could additionally capture photos of themselves, exploring the Kwik-E-Mart and gaining popularity on Fox’s multitude of social media outlets.

The LEGO Tie-In

Green-screen magic, too was implemented, creating a full Simpsons experience within the rollaway mart. Once inside, Squishee customers were prompted with the all-new Kwik-E-Mart LEGO set, released as a late-date tie-in to The Simpsons Movie.

A precursor to this year’s SXSW displays, the LEGO Kwik-E-Mart—stationed in the real Kwik-E-Mart—was an excellent visibility tool. This year’s SXSW took place in May, and its branded buildings were relatively hard to get into due to their size: five inches high, and 14 inches wide. The SXSW display extravaganza was packed with mini renditions of popular sets, and the Kwik-E-Mart definitely took the stage in terms of memorability and originality.

LEGO has historically encountered success with Simpsons construction sets. Their mini-figures, too, have experienced great popularity, giving the brand more than one reason to save the show’s unveiling for an SXSW Friday. The Kwik-E-Mart is iconic, and it’s regularly featured on the show. The set shot off the store racks on the same date, May 1, and became an instant hit in the retail world. Hard-core fans make any Simpsons-branded product a treasure trove. As for LEGO fans, the Kwik-E-Mart within the rolling display was much more than an Easter egg.

Few LEGO displays can compete with the iconic dark-orange Kwik-E-Mart bricks, and Fox’s alignment with Apple and LEGO alike is notable. Big shows get big displays, and big providers like FOX are more than capable of doing a brand justice. Really, the mobile Kwik-E-Mart was far more than a rolling experience: It was a perfectly premeditated retail preview display and cross-market access point. The Simpsons might be whacky, but it certainly knows what it’s doing.