Research Objective

Evaluate why the Game 7 pop-up event, featuring Mark Messier, felt disconnected from the brand and identify ways to design future activations that strengthen the brand’s legacy, engage fans, and drive meaningful interactions.

Finding #1

While Mark Messier’s signing was a draw for fans, the overall event felt disconnected from the Game 7 brand and its legacy. Professional dancers, music selections, and stage design were unrelated to the brand’s story, making the experience feel generic rather than reflective of its heritage. Fans reported low purchase intent, as the activations did not create a sense of excitement or connection with the brand. The celebrity appearance alone was not enough to make the event memorable or meaningful for attendees.

Insight #1

Future activations must integrate the Game 7 brand and its legacy into every element of the event—from visuals and music to interactive experiences—to create cohesion and drive engagement beyond celebrity appearances.

Methodology

Event Observation

Attended the pop-up to observe fan interactions, event flow, visuals, signage, music, performances, and merchandising. Assessed alignment with the Game 7 brand and its legacy.

Finding #2

Attendees struggled to feel emotionally connected to the brand. Without activations or merchandise that reflected Game 7’s identity and story, fans felt like the experience was a one-off event rather than an authentic extension of the brand. As a result, the event had minimal impact on long-term brand loyalty or future sales.

Overall Impact

By designing pop-up events that authentically reflect the Game 7 brand and legacy, future activations can maximize the value of celebrity partnerships, create memorable fan experiences, strengthen emotional connections, and drive both loyalty and sales.

Competitive Analysis

Reviewed similar celebrity-led pop-up activations and experiential campaigns to identify best practices for integrating a brand’s identity, heritage, and storytelling into live experiences.