Client Objective: An Engaging Activation on a Smart Budget.

For a high-energy Formula 1 race weekend, the production agency Event House was tasked by Edelman to create a memorable fan activation for the end client, eBay. To execute their design, they required an expert fabrication partner who could build a creative, interactive centerpiece that was both on-brand and aligned with the budget, demanding a clever and efficient production and fabrication strategy.

Strategic Planning: Designing a Custom Rental Solution.

Our engagement began by collaborating closely with Event House on their design. Our role was to provide fabrication expertise and develop a custom rental solution that would bring their creative vision to life. Our engineering process focused on blending cost-effective rental structures with a high-impact, custom-fabricated centerpiece. This strategic approach ensured we could deliver a “wow” moment while providing maximum value to the project.

Craftsmanship and Production: Building the Main Attraction.

The heart of this project was bringing a one-of-a-kind interactive experience to life. As a leader in experiential marketing fabrication in Las Vegas and beyond, we focused our custom efforts on the hero element that would generate the most buzz and engagement.

  • Custom Brand Activation Game: We created the main attraction: a life-sized, foam-carved replica of a classic Barracuda. Inside the engine bay, we engineered a custom jigsaw puzzle where fans raced against the clock to correctly place engine components to win prizes.
  • Custom Fabrication: Beyond the car, our team handled the custom millwork and metal fabrication for the surrounding game-support structures, ensuring durability for an outdoor, high-traffic environment.
  • Exhibit Rentals & Graphics: We supplied the main tented structure and other foundational elements from our custom exhibit rentals inventory, customizing them with high-quality graphic production to create a cohesive and fully-branded eBay environment.

Execution and Onsite Management: Flawless Delivery on the Racetrack.

Executing a fan activation fabrication at a live outdoor event like F1 presents unique logistical challenges. Our dedicated onsite management team handled the complete installation in Austin, ensuring the custom game and rental structures were assembled perfectly and functioned flawlessly throughout the race weekend. We managed all logistics to provide a turnkey service for the agency, allowing them to focus on running a successful event.

Impact: A Winning Formula for Fan Engagement.

The eBay activation was a massive hit. The custom Barracuda game became a must-see destination for F1 fans, drawing huge crowds and generating exciting, shareable moments that directly connected attendees with the eBay brand. The project successfully demonstrated how a smart custom rental solution for events can serve as the foundation for a highly creative and memorable brand experience, proving you don’t need a fully-custom build to make a major impact.

Key Services Provided.

  • 3D Design
  • Engineering
  • Account and Project Management
  • Graphic Design and Production
  • Exhibit Rentals
  • Custom Millwork Fabrication
  • Custom Metal Fabrication
  • Onsite Management
  • Installation

This project showcases our ability to deliver creative solutions for any environment.

Power up your next fan activation. Contact Two Eighteen to discuss your project.