Credit Karma U.S. Tour
- Consumer Activation
- Street-Level Awareness
- Grassroots Engagement
Credit Karma's "Score Higher" West Coast summer consumer activation brought the brand to more than a million attendees across events including Cinco de Mayo, L.A. Pride, and the Vans U.S. Open of Surfing. Proscenium served as end-to-end production partner across strategy, creative, content, and live show execution.
- Audience
- Consumer
- Attendance
- 1 Million+
- Location
- California
- Format
- In-Person
Services
- Strategy
- Creative
- Production
- Graphics
- Experiential
- Tour
Score Higher
What do Cinco de Mayo, L.A. Pride, and the Vans U.S. Open of Surfing have in common? They're all events where Credit Karma literally elevated the experience. With the primary goals of acquiring new accounts and promoting positive brand awareness, Proscenium developed a consumer activation that accomplished both. After researching events across the country, we identified opportunities attracting more than a million total attendees and aligned with Credit Karma's target demographics, and built a West Coast summer tour schedule around them.
A Ride With a Hook
We had a feeling from the start that attracting passersby to discuss their credit scores would be a challenge, especially at outdoor festivals. We knew we had to do something different, something that would stop people in their tracks. The focal point of the "Score Higher" experience was a 20-foot-tall prototype interactive ride, reminiscent of the old carnival Hi-Striker, with a twist: two players competed to send riders up into the air. The harder and faster the players whacked the mallets, the higher their friends and family rode up the tower. We branded the attraction with credit scores from 300 to 800 climbing up the sides, and festival-goers gathered en masse to watch the action.
The focal point of the "Score Higher" experience was a 20-foot-tall prototype interactive ride, reminiscent of the old carnival Hi-Striker, with a twist: two players competed to send riders up into the air.
Extending the Experience
Our branded swag, including foldable Frisbees, towels, and slap bracelets were very popular, and extended the experience well beyond the event itself. Attendees could take a photo in front of a green screen, choose a background custom to each event, and immediately blast it out on social media. A custom Snapchat filter encouraged additional engagement, and local social media influencers were invited to share the "Score Higher" experience with their followers to generate buzz for the brand.
From all the smiles, laughs, and excitement radiating from the activation, we know we put a positive spin on the often sensitive topic of credit scores.
Watch the filmIt was great to see the amount of excitement surrounding Credit Karma at all the events. The Proscenium team was responsive, attentive, and creative throughout the entire process, and expertly delivered an experience that kept people coming back.
Senior Director, Brand & Creative Strategy