Power x Effen | Truth Nightclub Activation
The Truth Nightclub Activation gave consumers a chance to literally step into the world of the hit Starz cable TV series “Power.” This rare event blurred the line between the show’s storyline and reality via an exact replication of one of the shows key locations–the Truth nightclub. No detail was spared as the large scale activation traveled from market to market, recreating the atmosphere and energy for consumers to live out a night in the life of their favorite characters.
Influencer Invites
A sleek black bag reminiscent of the bag “Ghost”, the lead character from Power, uses for covert operations was delivered to the doorsteps of influencers’ homes. Included in the Kill Spencer leather goods branded bag were EFFEN + Truth branded gifts as well as a disposable burner phone that carried a message inviting them to the Truth Nightclub activation. To create anticipation, a video capturing the delivery of the invite to super influencer Karen Civil was shared on social media.
Digital and Social Invites
City specific GIFs reminiscent of the mirror-effect style opening credits for Power were shared via digital and social media, along with details for the activation and a link to a RSVP page.
Email Invites
Messages reminiscent of the mirror-effect style opening credits for Power were sent to consumers with details for the activation and a link to an RSVP page.
An Immersive Experience
From the facade of the entrance, to the VIP section, to the stalls in the bathroom, the EFFEN Truth nightclub buildout was an exact replica of the Truth nightclub used on the set.
Built to scale, the activation provided plenty of room for dancing the night away with the hottest DJ’s in the city
Interactive Engagement
As guests enter the nightclub, bouncers slipped them business cards, telling them to text the owner if they wanted in.
A text to the number on the card activated a chatbot that impersonated the shows main character, kingpin/Truth nightclub owner, James St. Patrick Ghost, instructing guests on what moves to make, including what drinks to order, how to make a music request and where to post up.
Instagrammable Moments
Attendees were invited to visit St. Patrick’s (Ghost’s) office.
Attendees were invited into the basement of Truth to take a peek at James St. Patricks stash. Included photo with stacks of cash waiting to be counted and laundered.
Attendees also had the chance to create and share GIFs of them taking a bath in dirty money.
Brand Engagement
Attendees were served exclusive EFFEN based cocktails inspired by the personality traits of the show’s main characters.
EFFEN® THE ST. PATRICK (Ghost) - EFFEN Cucumber Pepino
EFFEN® DIRTY MONEY (Tommy) - EFFEN Black Cherry Lemonade
EFFEN® THE MASTERMIND (Tasha) - EFFEN Florida Crush (Blood Orange)
EFFEN® O.G. (Kanan) - EFFEN Vodka Soda plus garnish (Original)
Results
An unforgettable brand experience, highlighted a cultural phenomenon, powered by EFFEN.
Total Reach: 17MM
Total Earned Media Impressions: 16,540,176
Total Earned Social Impressions: 146,123
Total Earned Social Placements: 14
Total Earned Media Placements: 8