UPS at ComplexCon

UPS made a splash at the 'Super Bowl' of culture as the official shipping partner of ComplexCon, which was amplified through influencers, paid media, and press...

  • Digital
  • Event Activations
  • Strategy
  • Talent Procurement

The Challenge

To drive relevance amongst Gen-Z and Millenials, helping them to see UPS in a new, positive, innovative – even cool – light by impacting culture.

What We Did

For the first time ever, UPS made a splash at the ‘Super Bowl’ of culture at ComplexCon in Long Beach, CA as the official shipping partner through a partnership that FlyteVu secured and managed. The partnership not only included experiential activations on-site to over 30K+ attendees, but extended further outside the convention via  social media, digital media and editorial coverage through the Complex Media channels along with earned press.

FlyteVu further amplified the partnership to include a meaningful collaboration with local minority-owned streetwear brand Kids of Immigrants and a diverse curation of thirteen minority owned and operated small businesses. To further incentivize small business purchases, UPS produced co-branded KOI + UPS Merch featuring complimentary customizable inspirational tote bags that were gifted with every purchase from the KOI “Support Your Friends” activation. Additionally, FlyteVu brought in a UPS truck to amplify the brand’s presence and support the UPS + KOI activation next to one of the four shipping stations. The hero activation included a locally beloved live-muralist “Mr. B Baby”, who tagged an Instagrammable mural and photo backdrop directly onto the iconic UPS truck. The partnership was highlighted with UPS surprising & delighting each of the 13 small businesses with KOI with a $5,000 grant to grow their businesses, which was captured and amplified on social and in press coverage.

To amplify this partnership, FlyteVu secured (3) local, relevant, and streetwear credible  influencers (@mscrisssy, @darionfamous, @davidalvarez) to attend the event, capture content, and highlight all of the UPS touchpoints with their followers. FlyteVu worked with these influencers in real-time onsite which resulted in engaging content and several bonus social posts that provided added value. FlyteVu also supported UPS brand socials with paid media boosting which resulted in over 1.7 million impressions while beating industry benchmarks on cost efficiency.

The partnership allowed the UPS brand to show up in a culturally relevant and surprising place to drive brand affinity and relevance amongst younger and more diverse audiences. The authentic partnership and combined activations drove engagement, solved for a useful shipping utility to elevate the fan experience at ComplexCon, and provided a seamless consumer experience. By leveraging the significant social reach and cultural power of @Complex, @ComplexCon, and a collective of relevant urban influencers, the on-site activations went well beyond the walls of the event. Ultimately, these activations elevated perceptions that UPS is a performance brand and showed consumers that UPS not only says that they help small businesses to become unstoppable, but they actually do.

The Results

First-ever Shipping Partner for ComplexCon

137+ Million Earned Media Impressions

227MM+ Total Estimated Social Impressions

56MM+ Total Cumulative Reach

$65K Gifted in Small Biz Grants

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