Illinois Soybean Association (ISA)
Soybean Association Experiential Marketing Popup – Chicago
Soybean Association Creates Popups to Highlight Everyday Benefits
The Illinois Soybean Association (ISA) transformed WeWork spaces into immersive popups called “Soy in the City” to highlight how soybeans benefit people’s everyday lives.
ISA partnered with MorganMyers, an agricultural marketing agency, and ALT TERRAIN, a production company, to create the outdoor-themed environments, complete with picnic tables, wood stumps, rocks, and vinyl window visuals to bring nature indoors.
As people walked into the space, they were greeted by ambient nature sounds. Visitors could have a snack or sip tea in the swing chairs, practice morning sun salutations in the yoga room, have informal meetings at the picnic table, or chat with a coworker at the conversation wall.
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Entrepreneurs also took advantage of the lounge, using the walk-in, 3D live plant sculpture to change up staff meetings and job interviews.
Throughout the spaces, people learned about the many ways soybeans touch their everyday lives in the Midwest, from biodiesel’s impact on city air quality to food production to supporting family-owned farms.
What made this Chicago experiential marketing installation special?
Prime location:
WeWork's location in downtown Chicago placed the activation in the path of a steady stream of entrepreneurial-minded people open to new experiences and understandings.
Inviting design:
The immersive outdoor-themed environment attracted and engaged people, with most spending 20 minutes to 2 hours a week inside the experiential space.
Immersive storytelling:
The installation conveyed the intended growers' association messages via immersive and participatory ways, such as the walk-in 3D live plant sculpture and the conversation wall.
This call to action is clear and concise, encouraging readers to learn more about how they can create their own successful experiential marketing campaigns.
