”Hap’s Backyard”

At Good Kids, we supercharge brands & redefine experience marketing. Our Doodles x Crocs case study showcases how our approach to innovative experience marketing and trade show booth fabrication results in creative, memorable and lucrative brand engagement.

We bring brands to life through innovative trade show booth designs and immersive experiences

Dive into the GoodKids Doodles case study:

PROJECT

The Doodles tapped Good Kids to create, design and fabricate an interactive trade show booth for their collaboration with Crocs at their Complexcon debut.

GOALS

The project focused on engaging a young adult audience with interests in exclusive merchandise, collectibility, and the intersection of technology, art, and design. Our agency was tasked with full end-to-end production spanning ideation / concept to final build and staffing - within a very short six week timeframe!

TARGET AUDIENCE:

Trade show audiences move FAST & you have to STEAL their attention. Complexcon attendees are range in age but all share a rabid fandom for exclusive merch drops, love collectibility & scarcity, hiphop, streetwear and tech. The convention truly lives at the cultural intersection of technology, art and design.

CREATIVE APPROACH:

Knowing the Complexcon audience, we needed something bold to lure them in and unique to hold their attention. Our team developed a strategy that honed in on the Doodles vibrant world of pastel color and their unique brand of humor. We commissioned the artist Burnt Toast to design art for a custom 1 of 1 Playstation 5 that could be won, driving data capture and awareness, creating quite a crowd and buzz around the convention.

Beyond just attracting attention, this served to be the first touch point to drive the audience deeper into the brand. This booth needed to scream “FUN“ and the Doodles brand statement to foster imagination and creative expression needed to be FELT.

EXECUTING THE BOOTH:

The oversize Doodles van was the star of the show, and our team desinged this closely with the Doodles through several iterations until they had a render that fit the brand. We constructed the wooden substrate clad in foam and sculpted and painted the exterior. within two weeks the van that would serve as a digital display complete with animated window screens featuring the duo!

Ready to roll, serving as beacon, display and POS; it was time to move on to the sprawling booth to bring the rest of the world to life: complete with animated window screens featuring the duo!

THE RESULTS:

This HUGE booth invited guests into the Doodle universe. Oversized sets pieces inspired levity & underscored the joy of the brand. We captured the #Complexcon spirit of exclusive collectibility; Digital signage, shopping areas, and thousands guests to entered to win the 1-of-1 PS5 !

Guests lined up 50 deep to get their hands on exclusive Doodles merchandise or to get limited edition posters signed by the brand’s creator @burnttoast! 

This uncanny branded environment felt like a set for a Doodles movie. It fostered conversations revolving around the Doodles Brand, their merchandise, and showcasing the collaboration with Crocs.

REAL IMPACT

🏆 Doodles x Crocs release- Completely Sold Out!

🎮 1-of-1 Doodles PS5 by artist @burnttoast Toast.

📬 Over 7000 contest entrants - 11% of all guests!

📢 Reached 60,000 visitors, skyrocketing Doodles’ visibility.

✍🏻 Distributed 10 football fields worth of branded material.

🌟 Hailed as one of the best booths at the convention!

🔥 Crafted an unforgettable brand experience.

This activation sparked so much attention that it became one of the more popular trade show booths of the convention, garnering press from @footwearnews, @grailed, @yahoonews and @buzzfeed:

SCOPE OF WORK

Market Strategy

Creative Direction

Experience Design

Trade Show Booth Fabrication

Brand Ambassador Staffing

CREDITS:

Project: DOODLES X CROCS
Venue: COMPLEXCON

Client: DOODLES
Doodles Brand Creator: Scott Martin
Doodles Chief Brand Officer: Pharrell Williams
Doodles Head of Live Experience: Mackenzie Keast

Agency: GOOD KIDS
Agency Creative Director: Steve Rock
Agency Producers: Matt Vaile, Aaron Thomas
Design & Fab: GOOD KIDS
Partners: TOSHIBA, SHOPIFY, COMPLEX

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