We Brought Chair-Ades to New York City

We amplified Wayfair's Chair-Ades Challenge with a pressworthy pop up and partnership with "Master of Chairemonies" Blake Griffin.

Overview

In Wayfair's new Wayborhood ad, Chair-ades—a twist on charades where you act out your favorite Wayfair chairs—was introduced during their game night spot. Our job? Make the game-turned-sweepstakes a headline worthy moment.

Our Approach

We executed a larger-than-life consumer pop-up with a digital first approach, enabling clients to capture man-on-the-street content with Blake Griffin. The activation doubled as a press hub, where Blake conducted ten interviews discussing the challenge and his Wayfair partnership all perfectly timed to the NBA Finals for maximum buzz.

Results

We welcomed 20+ press & influencers to the Wayfair pop-up, distributing 1,000 gift cards. Nearly all recipients scanned our landing page QR code; some even bought chairs onsite! Blake appeared on NBC's New York Live, giving the pop-up a shoutout. This event was Wayfair's first direct-to-consumer experience, delivering standout brand content & media-worthy moments.