MALEKSALEHI
CREATIVE PRODUCER
MASTERCLASS: WAYNE GRETZKY LAUNCH
BRIEF
Launch Masterclass’ course with Wayne Gretzky, taking insights on the Gretzky’s pre-game rituals to create a social and experiential activation for the fans.
WHAT I DID Backstory: Gretzky crushed an average of 4 hot dogs before every game.
Produced experiential 3-day pop-up at x3 hot dog restaurants across the country, where fans could enjoy a 99¢ “Victory Dog,” custom merch, exclusive Upper Deck trading cards, and scan a QR code to sign up for the course.
EXPERIENTIAL ACTIVATION
IMPACT Masterclass met goals for course sign ups. The activation garnered social buzz and lines out the door at each location (even selling out at one restaurant!).
DELIVERABLES
— Experiential activation (Chicago, New York, LA)
— Custom restaurant packaging
— Exclusive Upper Deck trading cards
— Giveaway merch
— Social announcement assets