Booster Juice

Situation

Booster Juice was looking to connect with families and younger audiences in a way that felt energetic, interactive, and true to the brand. The goal was to create an experience that would drive engagement in high-traffic community spaces, build positive brand association, and create memorable moments that extend beyond the initial interaction.

They partnered with us to develop an activation that would stand out in recreation centres and retail environments, while encouraging participation, repeat engagement, and strong on-site buzz.

Approach

We developed Dragon Slay-Ah, a high-energy, interactive experience designed to capture attention and create a sense of competition and excitement. The activation combined gameplay, prizing, and tournament-style engagement to encourage repeat participation and longer dwell times.

The experience was designed to be visually bold and instantly recognizable, with a strong branded environment that elevated Booster Juice’s presence within each location. Key elements, including high-value and kid-focused prizing, were intentionally built in to drive excitement and participation.

We strategically deployed the activation across multiple high-traffic locations, including West Edmonton Mall and several recreation centres, allowing us to reach audiences in both retail and community settings while maintaining a consistent brand experience.

Execution

Our team manages the activation end-to-end across all locations, including logistics, setup, and on-site execution. We work closely with venue partners to ensure seamless integration into each space, adapting the footprint and flow based on location requirements.

We recruit, train, and manage brand ambassadors who lead gameplay, facilitate tournaments, and maintain energy throughout the experience. The team is focused on creating a welcoming, high-energy environment that encourages participation and keeps engagement levels high.

We also monitor and optimize performance in real time, ensuring strong flow, consistent execution, and a polished brand presence across all activation days.

Outcome

Across four locations and nine activation days, the experience generated strong engagement, reaching over 7,000 participants.

The activation was a standout with its target audience, particularly kids and families, driving repeat participation and sustained engagement throughout each event. The competitive structure and prizing strategy created high-energy environments, with participants staying longer and returning multiple times.

The activation also delivered strong brand impact, with attendees leaving with a positive association with Booster Juice and a high recall of the experience. In some locations, increased demand for featured products during activation periods indicated a direct connection between on-site engagement and in-store behaviour.