Pop-up activation brought energy, flavor, and star power to Venice Beach as ZOA partnered with Evolve Activation to launch its limited-edition Cherry Limeade flavor. The goal was to create a one-day event that drove immediate sales, generated viral social content, and strengthened brand awareness for ZOA’s growing product line.
Challenge:
ZOA Energy wanted to make a statement with the release of Cherry Limeade, its first-ever limited-edition flavor. The challenge was to design a high-impact event that would capture attention both in-person and online, driving product trial and creating buzz-worthy digital assets that tied into the larger Fuel Your Summer Jam campaign.
Solution:
Evolve Activation designed and executed a one-of-a-kind pop-up activation directly on the sand of Venice Beach, California. The event footprint featured:
- A custom-built tiki bar serving six ZOA flavors, including the new Cherry Limeade
- A 20-ton sand sculpture of ZOA founder Dwayne “The Rock” Johnson holding the new flavor
- Retro roller skaters distributing ice-cold cans along the boardwalk
- A plank challenge competition where winners received branded merchandise
- On-site Brand Ambassadors educating consumers and encouraging social sharing
To extend the event beyond the beach, all content was shot vertically for optimal performance on social platforms and paired with audio from ZOA’s official Spotify playlist. The activation was supported by concept ideation, location scouting, permitting, vendor coordination, sand sculpting, heavy equipment operations, staffing, sampling, and competition management.
Results:
- 41% increase in consumer engagement on ZOA’s social channels
- 59% follower growth during the campaign period
- Over 20 million video views across digital platforms
- 99% increase in listens to ZOA’s Spotify playlist
- Cherry Limeade became ZOA’s fastest-selling flavor, selling out the limited run
Why It Worked:
This pop-up activation worked because it combined striking visuals with interactive brand experiences. The larger-than-life sand sculpture created a shareable moment that tied directly to ZOA’s brand identity and founder, while the roller skaters and competitions added movement, energy, and personality to the day. Evolve’s end-to-end production ensured the event was impactful on-site and optimized for digital reach, resulting in measurable engagement and record-breaking sales.
Consider hiring a specialized, top-rated event marketing service agency to help you with your specific marketing needs. In short, if you need help with any experiential programs, contact Evolve Activation.
