BRAND ACTIVATION: Concert Venue Pop-up
Pop-up cart outside concert venue.
Reusable color-changing cups: black when room temp, pink when cold.
BRAND ACTIVATION: NEON LIGHT STRIP RACE
Pop-up event at Hudson Yards. Players press the button to light up one LED on the light strip. Whoever reaches 100% wins a free bottle of Minus One. Reuses cart from concert pop-up to minimize waste.
BRAND ACTIVATION: MINUS ONE HUNDRED NIGHTTIME NASCAR RACE
Minus One branding on Daytona International Speedway
Minus One branded cars with magenta underglow
Minus One branding on the inside of the stadium, with soft magenta lighting and pink underglow on cars