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Be The Machine
EXPERIENTIAL MARKETING SHOP
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  • We are an experiential marketing shop that embraces challenges and turns them into opportunities
  • Be The Machine researches and produces activations, including the "Never-Been-Done-Before"
  • We combine strategic thinking, creative concepts, & expert production to create meaningful experiences
Services
Custom Event Production
Experiential Media
Sponsorship Activations
Mobile Tours
Public Installations
B2B Activations
Partnership Networks
PR Stunts & Launches
Case Studies
SIX:02
Foot Locker's upscale brand targeting females SIX:02 wanted to activate far beyond conventional promotions and sponsorship. We created the "It's Your Time 6K", a proprietary race experience with pre-event activities and a post-race village immersing women into the brand. SIX:02’s invention of the “Sweaty-to-Ready” post-race salon turned a race into a true experience. Through this annual activation we helped the brand become a household name among ladies throughout Texas metropolitan areas!
MailChimp
Leaning into the oddball name MailChimp, we brought FailChips to life as part of the "Did You Mean MailChimp?" campaign which gained major attention including garnering a Grand Prix award at Cannes. From bodegas in LA to delivery services in Atlanta, we shared hundreds of thousands of bags of broken potato-chip crumbs with lucky snackers. "Did You Mean MailChimp?" was a bold idea that came to life through daring activations including other cool extensions.
Jeep
Jeep is a major sponsor of the X-Games in Aspen, with their footprint massive as it ranges from a course takeover to activity centers to village activations. We helped Jeep get event go-ers to immerse into the Jeep lifestyle through a combination of touchpoints. From graffiti license plates, to flipbook photo marketing, a husky puppy playpen, snow projection mapping, custom etched magnets, free Jeep rides, a massive mountain build-out, and lot more you'll have to ask us about. We think, produce, and execute it all!
Brisk
We helped Brisk hit SXSW hard by converting a giant truck into a fully mobile walk-up refrigerator. In collaboration with influential street brand Mishka, everything from the cans, to merch, and the wrapped truck were all decked out in the cool and unique graffiti inspired designs. We even brought to life a loved shark character as our Brisk x Mishka mascot, travelling with us from Austin, TX to the offices and HQ of PepsiCo!
Dunkin'
Dunkin' knew they wanted to promote a new Baskin Robbin's coffee line in a fun way and loved the idea of doing something with nail polish, but didn't know where to take the idea. We brought the idea to life by collaborating with Lauren B. Beauty to create a custom line of high quality non-toxic polish in custom colors and launched a nationwide campaign placing the polishes in upscale nail salons in 10 different markets. The campaign swept consumers and media by storm driving 894M+ earned media impressions—just search "Dunkin' nail polish" and you'll see!
L.I.F.T. Summit
We partnered with VentureFuel to produce and execute this free B2B summit to help clients, start-ups, and investors connect and learn in these fast times. Over 200 C-Suiters came out to NASDAQ in NYC to learn from our impressive panel of leaders from UnderArmour, SAP, Anheuser-Busch, and more! And most importantly we brought in former Secretary of Defense General Jim Mattis, interviewed by Professor Scott Galloway, who shined light on his new book and essential leadership wisdom.
Banner Health
Banner Health wanted to build community engagement and drive awareness in select Tucson, AZ areas. We achieved these goals by creating a series of community-centric murals to help beautify the local area. Five local artists were selected to design artwork featuring Banner's theme of "Exhale" as related to Tucson and brought a free community kick-off event with music, food, painting activities, and a mini-mural set up to gather the community in a meaningful way.
Hulu
Few artists and locations are as strongly linked as the Wu-Tang Clan and Staten Island. Hulu wanted to make sure everyone in Shaolin knew about their upcoming fall show "Wu-Tang: An American Saga" but didn't know the best way to drive awareness and tune-in. Working with Rapport, we staged a takeover of one of the most iconic and busy hubs in the country - the Staten Island Ferry. Dominating the landmark terminals and boats with all sorts of branding elements, we made sure Hulu was front and center.
Instax
The Instax Mini Link is the latest addition to the brand and for pre-launch hype, the brand came to us looking for concepts that would get the product in front of active consumers nationwide. We took the new printer to the most popular destinations in the country with our Instax street team, adorned in trendy white jumpers- our team helped people capture their moment from Nashville's wing mural to San Francisco's Golden Gate Bridge to the Gum Wall in Seattle to Cleveland's Script Sign. Live demos and mailed mementos sealed the deal.
Whistle Pig
This masterful producer of Rye Whiskey seeks out very selective opportunities to showcase its newest products. All Things Go in D.C. was the scene for this Whistle Pig activation. The multi-day music and culture fest featured a VIP-only custom display and tasting area for the talent. A consumer-facing engagement with barrel build-outs let 21+ festival-goers get a taste of Whistle Pig in terms of its product but also its culture and style.
CBS Sports Network
For the Rice-Texas college football game in Houston, CBS Sports Network approached us to help them stand out from other sponsors and deliver a memorable experience. Our idea: insert the crowds into the action! We captivated the hearts and minds of fans with our unique photo marketing concept as thousands of people posed to look like they were making a dive for the ball in our custom build-out. Great share rates and social amplification had the CBS Sports Network activation resonating far beyond the stadium!
Carpool Karaoke: The Series
The Series turned to us promote the series with a fun and playful activation targeting Emmy voters as the awards approached. In this B2B activation, a team of ambassadors in a fleet of Range Rovers were dispatched in LA to ensure Carpool Karaoke: The Series stayed top of mind. Target voters enjoyed some karaoke in the vehicles, crazy musical fun, and custom-branded baked goods. And best of all, they won an Emmy a week later!
Humans Of The Machine
Wicksie Tu
National Account Executive

Wicksie is obsessed with solutions. Her history with events dates back to her time at Bryant Park where she pitched and landed the opportunity to create events as the strategy to market her newly founded public program. She's been hooked since and has developed formulas for other brands like Ainsworth and YouTube. Even when she's not solving a problem for a client, she's solving a problem just for fun. You can catch her at her local rock climbing gym tackling a V5 or among avid board gamers trying to terraform Mars.

Patrick West
CEO & FOUNDER

Patrick cut his teeth by launching the event and experiential divisions at YouthStream then at Zoom Media. Building and growing teams that develop creative solutions is what he does. Well, and impersonating Bobby Knight on the sidelines as the coach for his kids who dabble in far too many activities. He is known for big ideas and writing his own rules in the marketing space. But he is the first person to admit that a strong team can accomplish anything. Expect to find Patrick in cold ocean swells, avoiding thugs in the pit, and somehow sitting in courtside seats that probably don’t belong to him.

Lindsey Bancroft
Partner

Vowing to create the ultimate consumer experience out for anything she touches, Lindsey has spent more than a decade producing activations for top brands including Jeep, CBS, SC Johnson and Hulu. Leaning on her background in touring logistics, large-scale event production, and sponsorship management Lindsey loves the challenge of turning wild ideas into incredible Experiential programs. Outside the office Bancroft can be spotted at the local sandbar in Ft. Lauderdale, adventuring with her 2 pups, or in the kitchen attempting to make the perfect bowl of instant mac-n-cheese.

Maggie Covert
Partner

Maggie started out her career working for US Lacrosse helping to manage the Men’s National Team. Concerned she’d never find a job as cool, she wound up hitting the jackpot and has been designing and executing events and experiential marketing campaigns for the last 10 years. Her specialties range from large scale installations to national sampling campaigns with a concentration in B2B programs. When she’s not focused on client solutions you can find her picking things up and putting them down at her local CrossFit box, interior designing any space she can get her hands on and sitting on her dock enjoying lake life.

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New York Headquarters
817 Broadway, 4th Floor
New York, NY 10003
Fort Lauderdale Office
1800 Eller Drive, Suite 500
Fort Lauderdale, FL 33316