Are You Experienced? Thinkingbox Brings Chobani to the Alianza de Futbol Games
David Palmer is a designer based in Salt Lake City that currently works as a group creative director at Thinkingbox, a design agency that focuses on craft and curiosity and finding ways to push the possible.
Before transitioning to Thinkingbox, David has influenced creative and products for Google, Microsoft, Starbucks, Nike, Pinterest and Audi as well as worked with talented creatives at BBDO, Grey and Deutsch. With recognition from AIGA, Webbys, Clios and Awwwards.com.
His work is dedicated to crafting solutions and stories that resonate with human needs and experiences, integrating cultural insights and technological advancements to redefine and elevate design practices.
LBB> Can you give us a brief overview of the experience/event itself and a flavour of some of the unique or special elements in this experience?
David> Chobani tapped our agency, Thinkingbox, to create an immersive and engaging experience at the Alianza de Futbol games, the leading Hispanic soccer league in the US. We introduced the Nutrition Lab, a unique activation designed to replenish athletes and their families with Chobani’s Drinkable Yogurt.
This experience spanned three tournaments in San Bernardino, San Jose, and El Paso, where participants not only received complimentary product samples and coupons but also engaged in various activities such as a skills challenge, consultations with an on-site nutritionist, and the chance to win limited edition merchandise. Each youth team was gifted a custom-branded Yeti cooler, ensuring they stayed refreshed both on and off the pitch.
LBB> What was the initial brief from the client on this project?
David> Working with its Hispanic agency, Chobani uncovered a unique opportunity to grow awareness of the brand’s drinkable yogurt portfolio in that market by partnering with the largest Hispanic football league in North America, Alianza de Futbol.
Beyond the solid strategic foundation, the initial brief was simple and direct: make the most of this opportunity. We had under seven days from briefing to final concept, which required rapid ideation and execution.
LBB> Why was an experience or event the right solution for them and how did you figure what kind of activity you wanted to do?
David> An experience was the perfect solution because it allowed Chobani to connect directly with its target audience in a meaningful and memorable way. Given the context of the Alianza de Futbol games, we knew we needed to create something that resonated with the community and added genuine value to their experience.
The idea of the Nutrition Lab was born out of the desire to offer more than just product sampling, but an interactive and educational space that provided real replenishment for athletes, who just performed under pressure for hours, and their families. This environment aligned with the event’s spirit and Chobani’s brand values.
LBB> Who were you designing this experience for?
David> We designed this experience for the athletes, their families, and the broader Hispanic community attending the Alianza de Futbol games. Our focus was on creating something that would be inclusive, engaging, and beneficial for everyone involved.
LBB> What was your starting point for designing the experience or event - was it brand-driven, opportunistically driven (i.e. if it took place at a bigger event/convention/ sport tournament was that the initial inspiration), user-driven or something else?
David> Our starting point was a combination of brand-driven and user-driven considerations. We wanted to showcase Chobani’s commitment to health and nutrition, while also providing a valuable experience to the participants. The idea was to create something that would leave a lasting impression on the attendees and align with Chobani’s mission to provide wholesome, nutritious products.
LBB> How did you build accessibility into the experience design?
David> To ensure a seamless experience for all guests, we doubled the footprint square footage guidelines to prevent any bottlenecks and installed a custom floor to improve accessibility, making it easier for those using wheelchairs or crutches. All signage was bi-lingual and every brand ambassador team had bi-lingual speakers.
Additionally, the product catered to a variety of health and diet plans such as zero sugar, lactose-free, and protein-packed offerings.
LBB> Tell us about the creative ideas - how did that come together?
David> For a sports sponsorship, it’s easy to fall into the basics - lots of soccer-themed experiences, kiosks with product brochures, or simple tent giveaway pop-ups, but we were determined to cut through tropes and deliver an experience that added value to attendees and put Chobani product portfolio in the spotlight.
The result was what we called “The Replenishment Lab,” consisting of a skills arena and a locker room to relax and replenish (with Chobani products). We also had to inject some fun into the experience with prizes, contests, samples, sport legends appearances, ample shade, and more.
LBB> What were the most interesting challenges that you faced in the ideation and design stage?
David> In the end we sampled over 60,000 products at these three events, an impressive feat that required extensive coordination and creative thinking throughout the ideation, planning, and production of the experience. Not only did large quantities have to be delivered to each site, but they had to stay refrigerated in 90+ degree heat, including front-of-house and at our mobile carts for sampling.
LBB> What details or magical moments were the trickiest to bring to life and how did you approach them?
David> The trickiest part was integrating the on-site nutritionist in a way that felt natural and engaging. We wanted to avoid a clinical feel and instead create a warm, approachable environment. We achieved this by designing the space to feel like a community hub, where participants could casually engage with the nutritionist while enjoying the other activities.
LBB> What other partners did you work with on this and what did they bring to it?
David> We collaborated with agency Creyentes and our client, Chobani, as well as the local event organisers, to ensure the seamless execution of the experience across the events. Each partner brought expertise in logistics, on-site management, and cultural relevance, which was crucial in delivering an authentic and impactful experience.
LBB> What was it like for the team in the run up to the launch of the event or experience?
David> A symphony of calm and cool organisation. Daily scrums and constant open communication amongst all partners were key to executing this amazing experience.
LBB> What uncontrollable external factors did you have to work around?
David> It was over 100 degrees, so we had to account for keeping the dairy-based products cold. We needed lots of ice!
LBB> Can you tell me about any craft or production elements that were brought to life in a particularly interesting or unusual way?
David> Our footprint needed to be structurally sound and able to easily pack up and move to different locations across the country. In addition, the interactive skills arenas required a mobile network to set up and control through iPads at each location. They were also battery-powered.
LBB> What technologies did you build into the experience - what benefits and limitations did those specific technologies bring?
David> The interactive skills arenas were the most impressive technology that we integrated into the environment. Our two skills arenas consisted of 8-foot diameter rings that were a series of pressure-sensitive panels. The rings launch a 30-second game where players kick a ball against a flashing light to score a point. To achieve a high score players need to be on their game, so to speak, and aware of their surroundings and light on their feet.
The game was a fun intro to the world of replenishment where players would head to our locker room to win a prize and recharge.
LBB> When the experience went live, what were some of the surprising or exciting reactions or interactions you saw from the public/the audience?
David> Attendees genuinely loved the footprint and the drinks. The vast majority of attendees didn’t just grab and go, they wanted to learn about the product portfolio, how it benefited them, and enjoy the experience. Committing to make a genuine connection with the community, we also gifted teams and clubs branded Yeti coolers pre-filled with ice and product - something that blew people’s socks off.
Working with Alianza de Futbol and optimising each event based on live feedback was also a great experience. We found ways to integrate the community and event in our footprint throughout each weekend, such as award ceremonies and influencer photo ops.
LBB> Overall can you give us a taste of the impact of the event/experience - number of users, social media reactions, impact on brand etc?
David> We had over 60k attendees with 68k+ products sampled, 300+ Nutritionist Consultations, 4,500 Plays in the Skills Lab, 4,500 Exclusive Chobani Merch Giveaways, and 300+ Custom Yeti coolers gifted to teams and clubs.
LBB> And what did you learn from the experience/event?
David> We know that creating a truly immersive and interactive experience can have a powerful impact on brand perception and customer engagement. The importance of cultural relevance and accessibility was also reinforced, as these elements were key to the success of the Nutrition Lab. Additionally, the experience highlighted the importance of agility and teamwork in executing a complex project within a tight timeline. Nothing beats in-real-life connections.
