Our in-house design team created this integrated campaign, "Get Buttered" to announce FOX's new Kashima fork stanchion coating — a new technology with a distinctive gold color, and properties that provide an exceptionally smooth, buttery feel and extreme durability. Before the event, print ads ran in Decline and Mountain Bike magazines and social campaigns drove to a dedicated landing page. At Interbike, we built a custom, 30' x 30' booth dotted with QR codes, turning a typically static booth into a digitally activated experience. 11 mini ‘worlds’ were created around our bike, offroad, snowmobile, and atv athletes, with unique QR codes to unlock relevant mobile content including videos, athlete bios and photo galleries, as well as product campaigns, electronic business cards, event schedules. Other pieces included on-site contests, name badges, and butter-themed promo such as tees, hat, buttons, decals, beer cups, and an on-site popcorn cart complete with custom printed popcorn bags.