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The Big Game Came to Us (Super Bowl LVII)

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The Big Game Came to Us (Super Bowl LVII)

Early in 2023, Super Bowl LVII took place at State Farm Stadium in Arizona. State Farm, a major US insurance company, took it as an opportunity to revolutionise how businesses use naming rights to drive audience awareness. Departing from the traditional Big Game TV, their strategy centred on a TikTok-focused, social media-driven approach to engage with fans both at the game and watching at home. 

Teaming up with notable TikTokers including Khaby Lame, one of TikTok’s most-followed users, The Big Game Came to Us was born. State Farm enlisted Infinity Marketing Team, a member of the Pico Group, to oversee the project’s concept development, creative design, social media strategy, influencer management and execution.

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State Farm Gamerhood Challenge

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State Farm Gamerhood Challenge

A brand new ‘gaming neighbourhood’, State Farm Gamerhood Challenge was the groundbreaking result of US insurance giant State Farm’s aim to connect with Gen Z and millennial audiences. Akin to an interactive gameshow, it featured a cast of popular streamers dealing with a litany of unpredictable-but-insurable events such as burst pipes, blown-out windows and UFO crashes, presenting a challenging target audience with an entertaining way to learn about the virtues of insurance whilst playing their own related trivia rounds.

Bringing the concept to fruition was Infinity Marketing Team (IMT), a member of the Pico Group, appointed by State Farm to oversee everything from strategy and concept development to design, production, social media strategy and talent sourcing.

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Team State Farm Football Find

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Team State Farm Football Find

A major player in US insurance, State Farm is constantly looking to foster brand affinity and generate sales leads in emerging markets. Of those, millennials and Gen Z represent one of vast potential; but reaching this target audience would require a truly innovative approach.

Thus was born Team State Farm Football Find (TSFFF), a trailblazing four-day hybrid campaign that combined augmented reality (AR) with live interaction to create an exciting gamified experience. State Farm appointed Infinity Marketing Team, a member of Pico Group, to oversee much of the project, including concept development, creative design, social media strategy, app development and management, all the way to build and execution.

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HP Antarctic Dome at Coachella

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HP Antarctic Dome at Coachella

Coachella, one of the world’s biggest music and art festivals, returned in April 2022 after a two-year hiatus due to the pandemic. Also making a return was the landmark HP Antarctic Dome – a mobile geodesic dome – which premiered REGEN, an immersive 360-degree multisensory journey combining tech, art and music.

REGEN gained extra attention by being minted into a 1:1 NFT art piece which became the largest 1:1 Art Piece ever traded on the Solana chain. It amplified the hype surrounding the festival’s music, HP’s brand and its sustainability message to a worldwide audience. HP’s presence at Coachella was conceptualised, activated and operated by Infinity Marketing Team (IMT), a member of the Pico Group.

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TCL at CES international consumer electronics and technology show 2022

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TCL at CES international consumer electronics and technology show 2022

For TCL, a leader in television and consumer electronics, the recent CES international consumer electronics and technology show in Las Vegas was a high-profile opportunity to bring a spotlight to their commitment to sustainable solutions, premium technology and endless entertainment options to customers around the globe.

Pico’s design, build and event operation services helped to activate TCL’s presence and get their message across.

Click here to revisit CES and see how TCL will reshape 2022: https://www.tcl.com/us/en/ces

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The 112th NAACP Virtual National Convention and 43rd ACT-SO National Competition

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The 112th NAACP Virtual National Convention and 43rd ACT-SO National Competition

The National Association for the Advancement of Colored People (NAACP) has long been the pre-eminent civil rights organization in the United States. Their annual National Convention brings together social activists, industry leaders, public servants, and the general public to share experiences and ideas and discuss solutions on affecting positive change in black communities across the country.

In 2020, Pico’s Infinity Marketing Team (IMT) played a key role in taking the Convention online for the first time in response to the COVID-19 pandemic. The event successfully won a Gold in ‘Best Diversity Campaign’ and a Silver in ‘Best Virtual Event or Experience’ at the 2021 PRO Awards.

In 2021, IMT was again entrusted as lead production partner to make the 112th NAACP Virtual National Convention and 43rd ACT-SO (Afro-Academic, Cultural, Technological and Scientific Olympics) National Competition an even more engaging experience for all participants.

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OMEN Challenge – The Video Game Game Show

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OMEN Challenge – The Video Game Game Show

On 29 January 2021, OMEN – HP’s gaming brand – presented the ‘OMEN Challenge - The Video Game Game Show’ livestream event. An online experience, the event introduced the OMEN Gaming Hub while offering a fresh perspective on the world of gaming. Players from all over the US competed to win an ultimate battle station kitted out with the latest OMEN products. Infinity Marketing Team was entrusted to provide virtual event production service for the programme.

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OMEN’s virtual livestream tournament at PAX Online

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OMEN’s virtual livestream tournament at PAX Online

Spearheaded by OMEN – HP’s gaming brand – and the leading tech company Intel, the first-ever virtual livestream tournament of a skateboarding video game, Tony Hawk’s Pro Skater 1+2, was hosted at PAX Online in September 2020. PAX Online is a nine-day online event with non-stop streams of gaming and esports actions running 24 hours a day.

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OMEN Underground - A virtual livestream event

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OMEN Underground - A virtual livestream event

Spearheaded by OMEN – HP’s gaming brand – and contemporary fashion and streetwear platform HYPEBEAST, the first-ever OMEN Underground was a virtual livestream event which showcased the growing influence of gaming in contemporary culture.

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Audi House of Progress Taipei 2023

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Audi House of Progress Taipei 2023

A highlight of summertime 2023 in Taipei was the ‘Audi House of Progress’, held at Kelti Building in the city’s Xinyin District. Presented by Audi Taiwan, for nearly a month its presence increased awareness of the carmaker’s core value of ‘Living Progress’, showcased its latest models, and enhanced customer engagement through a variety of activities. 

As the event partner, Pico managed everything from operations to creative design in close collaboration with the client.

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