Colle McVoy helped Minnesota’s tourism board launch an immersive pop-up experience during Super Bowl week.
The experience, called ‘Sota Pop, is an immersive storytelling experience that the agency said is “flipping the script to show visitors that Minnesota is more than cold; it’s cool.” The temporary installation in downtown Minneapolis during through Super Bowl Sunday allows people to journey through a maze of brightly colored, themed rooms with specially designed backdrops that inspire social media selfies.
The exhibition, which took cues from the Museum of Ice Cream and Refinery29’s 29 Rooms experience, contained five main rooms, as well as several smaller scenes. All were designed by local artists and celebrate the wide variety of destinations, four-season activities and attractions that make Minnesota unique. Colle McVoy considers 'Sota Pop the first "single-brand installation" of its kind.
Mike Caguin, chief creative officer of Colle+McVoy said, "We rented out a space near Super Bowl Live, where you could walk into this multi-room experience and get a flavor of the things that happen during the other three seasons, from golf to all the lakes and boundary waters, fall leaves and colors. representing all regions of the state during their different seasons through the vibrant, colorful artist installations."
Both agency and client predicted that during Super Bowl week, to expect around 10k visitors. Caguin said within the first three days of the installation, they surpassed that. "It's been lot of fun," he continued, "We looked at what are people doing during their travels that are becoming sharable, and we definitely look at these experiences. We've seen brands do partnerships, but we haven't seen the tourism space take advantage of this opportunity."
The experience encourages its visitors to check out all that's good in Minnesota by exploring its tourism board's instagram and using #OnlyinMN