Mike's Hard lemonade

Oh Snap! Nostalgic Mike’s Hard Lemonade launched a new product, the Freeze, with a campaign themed around the ‘90s. To promote this product launch, Crush created a time capsule in the form of a 3,500-sf house takeover—designed for multi-purpose promotional use. Influencers were invited to time travel to a place where they could enjoy highlights of the decade, with a few modern-day conveniences—and the perfect set and setting to create some clever and hilarious TikTok and Instagram videos. The house also doubled as the perfect hangout for an industry promotional event and later, a sweepstakes giveaway.

The four bedrooms were themed to the beverage flavors—Red, Blue, Pink and White—which were complete with closets filled with Grunge, Hip Hop or Clueless-inspired wardrobes. Influencers were able to make Real World-style confessional videos, decorate a mix CD, listen to throwback audio clips on vintage phones or snap a Polaroid.

Every inch of the house was included in the design process, allowing influencers a plethora of content opportunities in the garage turned 90s’ arcade, the backyard pool lounge or the rooftop with stunning views of LA. We had a blast watching the creative content roll in during the month-long activation. Booyah!

Partner Agencies / Work In Progress, Evolve
Location / Los Angeles