REROUTE TO MIDAS

This fall, Hollywood's Production's shifted gears towards the automotive repair industry with a new mobile unit for Midas. Founded in 1956, Midas grew from one auto repair shop to over 1,200 locations in the U.S. and Canada. Renowned for quality and dependability, Midas offers personalized service, expert guidance, and lasting repairs, blending tradition with innovation for customer savings and assurance. With the help of Fog City Presents, we developed a footprint, which included a branded trailer, tire seats created from real tires, a life-sized Plinko game where participants could win giveaway items, charging stations, a water bottle refueling station, and photo opportunities with a truck front end and a mirror wall for selfies and freshening up. The top of the unit was used as a VIP area to show appreciation to several Midas franchise owners where they could enjoy the performances and a view of the festival footprint. The journey from concept to creation for this project was exceptional, it was rewarding to see this activation space come to life.

The Midas footprint first debuted in September at the Oceans Calling Festival in Ocean City, MD. Positioned right next to the 'Carousel Stage', we enjoyed unforgettable performances from artists like Tonic, Sugar Ray, The Revivalists, , The All-American Rejects, and Boyz II Men, alongside 55,000 other attendees. Fans lined up to play the life-size Plinko game for a chance to win premium items, such as a Midas branded cowboy hat. With a consistent line for Plinko across the three day festival, we were able to provide sizeable data capture results for Midas. With incredible outreach of patrons at Oceans Calling, Midas left its mark in Ocean City, paving the way for more activations to follow.

We returned to Ocean City, MD in October with the Midas footprint for the Country Calling Festival where there were 51,000 attendees, three stages, and more than 25 performances. The footprint location offered a prime view for attendees as we were situated next to the 'Boogie Stage,' featuring artists such as Hueston, Kylie Morgan, Martina McBride, Drayton Farley, Dasha, and Paul Cauthen. Similar to the initial activation, with the assistance of three brand ambassadors, we achieved another successful turnout, increasing awareness of Midas and enhancing the overall enjoyment of the festival!

With an impressive turnout at each festival totaling approximately 106,000 attendees, we distributed 1,500 pairs of sunglasses, 1,000 clear fanny packs, 2,500 koozies, 500 cowboy hats, 1,000 sunscreens, and 1,000 car coasters to fans who played the life-size Plinko. Midas initiatives with our collaborations were designed to encourage customers to visit Midas stores for outstanding service, no matter who they are. Statistically within the automotive repair industry, 50% report poor service. Don't put up with B/S, meaning bad service, and reroute to Midas!