Starry Sampling Tour

Motive was tasked with bringing the Battle for Refreshment to life for Gen Z and multicultural audiences across marquee music festivals, college campuses, and cultural events through a national partnership with Live Nation. The goal: drive brand awareness and trial through immersive sampling experiences that turned trying a soda into a shareable cultural moment.

The activation transformed product sampling into a playful competition, where guests could put their fandom behind #TeamLem or #TeamLime . Immersive brand environments featuring LED walls, mascots, photo ops, and custom staging brought the brand’s identity to life in high-energy settings designed to fuel social sharing. By pairing direct engagement with digital amplification, the campaign sparked conversation while scaling trial across key markets.

As activation lead, I oversaw strategy, experience design, and field execution, ensuring consistency across festivals, campuses, and cultural stops. I also directed the amplification plan, integrating social and influencer touchpoints to extend the reach of live activations well beyond the sampling footprint.

Key Metrics / 286 Activation days, 460 Stops, 2M+ Samples, 84.2% of respondents said that their opinion of the STARRY® brand was positive after experiencing the event
Role / Account Director (Motive)
Client / Pepsi Co (Starry)