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.

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.

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.

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

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.

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.

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.

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.

Tencent at Digital China Summit 2024

Organised and supported by the Chinese government, the Digital China Summit serves as a platform for technology companies and scientific research institutions to communicate, interact and connect. The event’s exhibition area also offers the public a peek at the latest achievements in digital technology.

For four consecutive years, Tencent has entrusted Pico to provide comprehensive exhibition services at the Digital China Summit. For Tencent, the Summit represented a high-profile opportunity to amplify its presence and influence among China’s top technology brands. 

As well as architecturally representing the brand, the exhibition area would serve as a showcase of more than 20 technological projects. As built, it also engaged visitors with interactive elements such as a flight simulator visual system, medical AI, and a captivating ‘Dunhuang Discovery’ VR experience area.

Archer x Usher ‘Coming Home’ Campaign

US-based Archer Aviation is a company pursuing the long-held dream of the ‘flying car. To introduce their Midnight eVTOL (electric vertical take-off and landing) to the mass market and generate wide brand awareness, the brand appointed Infinity Market Team, a member of Pico Group, to design a social media campaign during the 2024 Super Bowl in mid-February. 

The team leveraged the momentum of Usher’s Superbowl Halftime Show and an integrated brand experience by maximizing reach through the power of influencers and media. The groundbreaking ‘Coming Home’ story served as the ultimate vessel to welcome in the new era of transportation.