Something New partnered with the Ice Cream Man film campaign to create a high-impact experiential pop-up outside the iconic Irv's Burgers in the heart of West Hollywood. Designed to capture attention and immerse guests in the campaign, the activation transformed a busy sidewalk into an interactive destination through two custom-branded carnival attractions that were nostalgic, engaging, and highly shareable.
At the center of the activation were a custom-branded dunk tank and high striker, inviting guests to step up, compete, and become part of the story. By pairing iconic carnival attractions with a recognizable neighborhood landmark, the activation felt authentic, approachable, and perfectly at home in one of Los Angeles's busiest entertainment districts.
Ice Cream Man Pop-Up |
Custom & Branded Carnival Games |
Something New
Case Study
A Custom-Branded Dunk Tank and High Striker
The activation featured two instantly recognizable carnival experiences: a custom-branded dunk tank and a high striker. Together, they offered the perfect balance of spectacle and participation - one creating laugh-out-loud moments, the other inviting guests to test their strength. Their simple gameplay and high visual impact naturally drew crowds, creating a steady flow of participants and spectators throughout the event.
Scooping Up the Fun
What made this event stand out was the way Something New transformed a film promotion into an interactive brand experience. Rather than asking guests to simply walk by, the activation invited them to play, compete, and engage directly with the campaign. From custom-branded attractions to professional event facilitation, every element was designed to spark conversations, encourage participation, and create memorable moments that extended well beyond the event itself.
Features & Add-Ons
The carnival games came with full-service support from Something New as a carnival game vendor, turning the setup into a seamless, end-to-end experience.
Custom-Branded Games
Both attractions were fully branded for the Ice Cream Man campaign, transforming classic carnival games into immersive extensions of the film's creative identity.
Full-Service Staffing
Our experienced facilitators handled setup, operations, and guest engagement, keeping the games running smoothly while maintaining high energy throughout the activation.
Iconic Carnival Attractions
A dunk tank and high striker are instantly recognizable crowd magnets. Their visual presence, spectator appeal, and universal gameplay made them the perfect choice for generating attention and encouraging spontaneous participation.
Why it Worked
The activation succeeded because it gave people more than something to look at - it gave them something to experience. By combining two iconic carnival attractions with custom branding, a memorable location, and expert facilitation, the pop-up transformed a film promotion into an immersive brand experience. Guests didn't just see the campaign - they became part of it, creating authentic engagement and the kind of organic excitement that's difficult to achieve through traditional advertising alone.
Carnival Games,
Reimagined.