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Case Studies

Here's a closer look at how we partner with brands, artists, and organizations to turn ideas into thoughtful, well-crafted experiences.

For Balls Up Field Day, Something New was engaged to produce a high-energy, 90-minute experience tied to the upcoming Amazon Prime Video comedy film Balls Up. Designed as a fast-paced field day program, the activation brought together 40 creators for a series of interactive challenges that leaned into humor, chaos, and competitive gameplay. The event was structured as a rotating circuit, with creators moving through multiple stations of custom-designed games. The result was a dynamic, content-ready experience that kept energy high, encouraged participation, and delivered nonstop moments of laughter and engagement throughout the program.

Balls Up Field Day

Balls Up Field Day |
Experiential Event Marketing |
Something New

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Something New partnered with Libby, a sponsor of Los Angeles’ professional basketball team, to deliver a high-energy activation during the team’s Fan Appreciation Day. Designed for a passionate fanbase and a fast-paced event environment, the goal was to create an engaging, basketball-themed experience that would draw attention and keep guests actively involved. We brought a fully branded indoor booth and custom game experience, creating a standout destination within the event. In under three hours, the activation engaged 500+ guests, with lines stretching down the hall as fans waited to participate. The combination of strong theming, polished execution, and interactive gameplay made the activation a clear highlight of the day.

The Libby App Brand Activation

The Libby App Brand Activation |
Experiential Marketing Services | Something New

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For March Madness Mania at Santa Monica Place, Something New brought high-energy, basketball-themed gameplay to a public shopping center activation designed to attract and engage guests. Set in a highly visible, open-air retail environment, the experience invited passersby to step in, play, and become part of the action during one of the most exciting times in sports. Featuring four basketball-themed games, the activation drew approximately 500 attendees, many of whom stayed for extended periods trying to complete all challenges. The result was a dynamic, interactive experience that didn’t just capture attention - it held it - turning casual visitors into active participants and creating meaningful connections throughout the event.

March Madness Mania at Santa Monica Place

March Madness Mania at Santa Monica
Place | Event Marketing | Something New

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Something New is partnered with Angel City FC for a year-long fan engagement activation, bringing interactive carnival-style games to five pregame fan fests throughout the season. These events gave supporters a chance to gather, celebrate, and get into the competitive spirit before kickoff while adding an extra layer of excitement to the matchday experience. At each fan fest, we delivered a three-game package featuring curated games and custom Angel City FC–branded booths designed specifically for the team’s audience. The activation encouraged fans to step up, play, and connect with fellow supporters, while branded giveaways helped extend the team’s presence and create memorable takeaways for attendees.

Angel City FC Fan Fests

Angel City FC Fan Fests |
Custom & Branded Carnival Games |
Something New

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At the IIBEC Convention & Trade Show VIP Reception, Something New partnered with The Specialized Marketing Group Inc. (TSMGI) to help a roofing client create a memorable brand activation designed to promote their innovative building product that protects against hail damage. The goal was to create an engaging experience that would stand out in a professional convention environment while clearly communicating the value of the client's solution. To accomplish this, we designed and produced two custom branded games that immediately drew attention and participation from guests throughout the reception. The experience centered around the theme “How much can you save with our client?”, tying gameplay directly to the product message while delivering a fun, interactive experience that brought attendees together and kept energy high throughout the evening.

IIBEC Convention & Trade Show VIP Reception

IIBEC Convention & Trade Show |
Custom & Branded Carnival Games |
Something New

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For NBA Crossover at NBA All-Star Weekend 2026, Something New designed and operated a fully custom, branded dunk tank experience inside the Los Angeles Convention Center. Built for one of the most high-profile fan events in sports, the activation delivered a full weekend of interactive fun - combining bold visuals, professional execution, and nonstop crowd engagement. As a true turnkey partner, we handled everything from creative design and print production to delivery, setup, staffing, operations, staffing, and teardown. All the partner had to do was supply the water source. With thousands of fans moving through the space, the dunk tank became a high-energy attraction that drew crowds, created shareable moments, and ran seamlessly from open to close all weekend long.

NBA All Star Weekend 2026

2026 NBA All Star Weekend |
Custom & Branded Carnival Games |
Something New

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We partnered with Bakemark for their annual sales conference at the Pacific Palms Resort, delivering a high-energy, three-hour gaming experience designed specifically for an adult audience. Set within a conference environment, the activation brought a playful shift in tone - giving attendees a chance to unwind, compete, and connect outside of traditional programming. Featuring five custom-designed games, vibrant LED lighting, and fun facilitators, the game zone quickly became a highlight of the night. The irresistibly fun gameplay kept lines full from start to finish, creating a buzz that carried throughout the evening and turned a single activation into a multi-event partnership.

Bakemark Annual Sales Conference

Bakemark Annual Sales Conference |
Carnival Games for Adults |
Something New

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The Crenshaw Imperial Plaza Winter Wonderland transformed the plaza into a festive holiday destination, welcoming approximately 1,000 guests for a joyful community celebration. Something New activated the space with a curated lineup of three Christmas-themed carnival games: The Missile Toe, Shooting Stars, and Not Snow Fast! Alongside festive booths and a digital caricature station that added a personalized, take-home element for attendees. Together, the games and seasonal décor created an immersive holiday atmosphere that invited guests to stop, play, and linger. With interactive experiences spread throughout the plaza, the event maintained strong energy and steady participation from start to finish. Families, kids, and adults alike gathered around the games, cheering each other on and returning for multiple rounds, while the caricature station provided a memorable keepsake that extended the holiday experience beyond the event itself.

Crenshaw Imperial Plaza Winter Wonderland

Crenshaw Imperial Plaza Winter Wonderland |
Carnival Games for Christmas | Something New

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The Town of Clairemont celebrated its 75th anniversary with a community block party hosted at a local retail plaza, drawing 2,500+ attendees for an afternoon of neighborhood pride and celebration. Designed as a family-friendly, walk-through event, the block party brought together residents, local businesses, and longtime community members for a high-energy milestone moment. Something New supported the celebration with interactive games that doubled as lead-generation tools for local sponsors. Two carnival games - Squirrel Throwing and Pickle Toss - were sponsored by Town Square Family Dental and Wheelhouse Credit Union, giving each brand a fun, highly visible way to connect with attendees. The games quickly became crowd favorites, creating steady lines and meaningful interactions throughout the event.

Clairemont's 75th Anniversary Celebration

Claremont's 75th Anniversary Celebration |
Carnival Games for All Ages |
Event Marketing |
Something New

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At Ivy Station in Culver City, Something New brought playfulness and crowd energy to three separate events, delivering a fresh, interactive experience each time. With roughly 1,000 attendees per event spanning all ages, our game activations became reliable gathering points - drawing families, groups of friends, and curious passersby into the action. To elevate the experience, we paired each activation with premium prizes, expert facilitation, and LED lighting for nighttime visibility and vibe. We also promoted the events to our own audience to help amplify reach and engagement. The result was a series that felt welcoming and memorable: kids loved the hands-on play, while adults enjoyed a nostalgic twist on something familiar - keeping participation strong and the atmosphere upbeat across all three events.

Ivy Station Night Market

Ivy Station Night Market |
Carnival Games for Event Marketing |
Something New

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In Hollywood Hills, Something New partnered with Boom Pop to bring a premium, adult-friendly carnival experience to a corporate event for a top streaming company. With approximately 100 attendees, the evening called for entertainment that felt elevated, social, and instantly engaging - and our interactive game booths delivered exactly that, creating a lively hub that drew guests in from the moment the event began. We featured three games - Pickle Toss, Squirrel Throwing, and a customized “Net Flicks & Chill” game designed specifically for the client - complete with vibrant LED lighting that made the activation pop after dark. Guests played for premium and grand prizes, and even with additional attractions like a DJ and petting zoo, our booths consistently stayed busy and became the main entertainment of the night. The event is a strong example of how Something New creates customized, high-energy experiences that feel perfectly suited for corporate audiences and adult carnival-style events.

BoomPop Corporate Event Partnership

Private Party in Hollywood Hills |
Carnival Games for Adults |
Something New

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Crenshaw Imperial Plaza Halloween Festival was a high-energy, three-hour community celebration that welcomed 1,000+ attendees for an afternoon of seasonal fun. Designed to bring families and neighbors together, the event delivered a festive atmosphere where guests could jump in, play, and explore from the moment they arrived. Something New activated the space with a six-game carnival experience that quickly became a focal point of the festival. With strong Halloween theming, steady lines, and constant movement, the game zone stayed lively throughout the event - keeping participation high and energy consistent from start to finish.

Crenshaw Imperial Plaza Halloween Festival

Crenshaw Imperial Plaza Halloween
Festival | Carnival Games for
Halloween Festival | Something New

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OpenDrives’ Astraeus launch during LA Tech Week needed more than a standard product demo - it needed an experience that would pull people in, spark conversation, and make the brand memorable. Something New delivered by creating a fully interactive game zone built around Astraeus, turning the launch into a high-energy, on-brand destination that attendees could instantly understand and jump into. Over the course of the four-hour event, a couple hundred guests rotated through a custom four-game circuit - Squirrel Hunting, On Cloud 9, OpenDrives, and Down to Earth - each designed to reflect OpenDrives’ identity and reinforce the product story through playful, branded mechanics. With fun facilitators keeping gameplay smooth and social and plush prizes rewarding participation, the games stayed active throughout the event, creating a steady flow of engagement and a launch experience that felt as fun as it was effective.

LA Tech Week Product Launch

LA Tech Week Product Launch |
Custom & Branded Carnival
Games for Adults |
Something New

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CSU Bakersfield’s Trunk-or-Treat turned campus into a packed, family-friendly Halloween celebration. Bringing together students and families for a lively four-hour event filled with costumes, excitement, and nonstop movement. Something New transformed the gathering into a true carnival-style destination, creating a central hub where guests could jump in instantly, cheer each other on, and keep the energy high from the first arrivals to the final minutes. We delivered a six-game experience built specifically for the spirit of the night, combining fan-favorite crowd-pleasers with Halloween-themed games like Pumpkin Patch and Don’t Ghost Me. With LED lighting setting the vibe and keeping the area glowing into the evening, the game zone stayed visible, inviting, and consistently busy - drawing steady lines, repeat play, and big reactions throughout the event. The result was a centerpiece activation that kept participation strong and the crowd’s energy up all night long.

CSU Bakersfield Trunk or Treat

CSU Bakersfield Trunk or Treat |
Halloween Carnival Games for Adults |
Something New

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Matador Nights is CSUN’s signature back-to-school festival, drawing thousands of students together for an evening of entertainment, community, and campus pride. For the six-hour event, 4,000+ students filled the grounds - and Something New was brought in to deliver interactive games that could match the scale and energy of the night. We activated four of our high-throughput carnival games, supported by LED lighting to keep the space vibrant well into the evening and designed to stay engaging from start to finish. With premium prizes on the line - including themed plushies and custom apparel - the games quickly became a must-visit destination, with students lining up for hours and returning for repeat plays. By the end of the night, our games were still drawing crowds, effectively closing out the event with active lines and sustained energy. The experience resonated so strongly with both students and organizers that CSUN invited us back to power their spring back-to-school event, turning a single activation into an ongoing campus partnership.

CSUN's 'Matador Nights' Festival

CSUN Matador Nights Festival |
Carnival Games for Adults |
Something New

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With a massive built-in audience across platforms (7.9M on YouTube, 2.4M on TikTok, and 1.5M on Instagram), The Try Guys tapped Something New to create and host the final challenge for the upcoming season of Drop Into City - their Amazing Race–style competition series. The challenge needed to deliver real stakes for the players while translating cleanly to screen, keeping viewers just as engaged as the competitors themselves. We took the teams to the Santa Monica beach, where we transformed three of our fan-favorite carnival games into a custom, winner-take-all circuit challenge. Designed specifically for head-to-head competition, the games were adapted to heighten tension, pace, and momentum - creating clear wins, dramatic swings, and laugh-out-loud moments. Because our games are inherently physical, visual, and a little ridiculous, the challenge felt tailor-made for social media and episodic content - delivering a finale that was as fun to watch as it was to play.

Try Guys 'Drop Into City' Finale

Try Guys 'Drop Into City' Finale |
Carnival Games for Adults |
Something New

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We were proud to serve as the exclusive carnival game provider for Indiana’s 2026 Big Red Warm-Up at the Rose Bowl, bringing our signature playful energy to the pre-game Fan Fest experience. With five fully branded games and matching crimson & cream booths, our team created an immersive, high-visibility activation that made it easy for fans to jump in, play, and connect. Even on a rainy morning, the experience brightened the atmosphere and helped set the tone for an unforgettable game day. Beyond the fun, the activation delivered meaningful impact for campus engagement and brand building. Thanks to prizes provided by the Indiana University Alumni Association, each game became a moment of connection - encouraging participation, sparking conversation, and drawing in a steady stream of visitors for sampling and interaction. With 5,000+ attendees flowing through the event, the Big Red Warm-Up was an ideal opportunity to amplify school spirit, deepen alumni and fan engagement, and build excitement in the playful lead-up to the big game.

2026 Rose Bowl: Big Red Warm Up

2026 Rose Bowl: Big Red Warm-Up |
Custom & Branded Carnival Games |
Something New

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We partnered with St. Martin of Tours School to bring a full-scale carnival game experience to their annual Fall Festival, welcoming 1,000+ guests over a seven-hour event (11am–7pm). As the event’s exclusive carnival game vendor, we delivered a high-throughput lineup of five carnival games plus a digital caricatures booth, creating a lively, family-friendly destination that kept students, parents, and community members engaged throughout the day. The experience was designed to feel premium and exciting — complete with high-quality plush prizes, themed giveaways, and grand prize moments for adventurous players who chose to go double or nothing for a chance to win even bigger. The festival also served as a strong example of how carnival games can power school fundraising. Sponsors helped fund the game experience, while the school managed ticket sales and distributed play tickets to guests, creating a simple and scalable system for participation. With consistent lines, repeat play, and a prize structure that encouraged guests to keep trying, the games became a reliable revenue engine — and by the end of the day, the school successfully turned a profit while delivering an unforgettable event for the community.

St. Martin of Tours Fall Festival

St. Martin of Tours Fall Festival |
Carnival Games for School |
Something New

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We brought a full carnival-style game experience to Pier PLAY, a music festival on the Santa Monica Pier, serving thousands of attendees over the course of seven hours. As the event’s exclusive carnival game provider, we delivered a high-energy three-game package — Squirrel Throwing, Pickle Toss, and Bigfoot Hunt — complete with fun facilitators, LED lighting, and arcade-style themed prizes that kept participation high and players coming back for more. Designed for maximum impact, the games were high-throughput, highly photogenic, and instantly shareable, creating a constant crowd draw and an unforgettable interactive layer between sets. We partnered with RASA Worldwide, the team behind Pier PLAY, and a Los Angeles–based experiential entertainment company known for producing culture-forward live events and transforming iconic spaces through immersive programming, music, and art. Their expertise in large-scale event production and audience experience helped make the activation feel seamlessly integrated into the festival environment — elevating the games from a simple add-on to a polished, high-energy destination on the pier.

Pier Play by RASA Music Festival

Pier Play Festival by RASA |
Carnival Games for Adults |
Something New

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