Roaming Hunger

Hyperlocal Micro-Activation


Paddle's Pop-Up Marketing Event Ice Cream Truck at WWDC

With over 6,000 ticketed attendees, and thousands more participating remotely, Apple’s Worldwide Developer’s Conference attracts techies from all over the world. So software sales platform tool Paddle knew an experiential marketing event during the annual conference would capture their target audience's attention (an audience of mostly software companies, already excited about ways to grow, streamline, and sell their products). With many other brands in attendance, Paddle and RMNG came up with an idea they knew would stand out – ice cream!

For the pop-up marketing event, we partnered with a local ice cream truck and created custom flavors with fun names specific to Paddle. We parked at hot spots like the Tech Museum, California Theatre, and Ritz Lounge, and served up so many scoops the first day that we had to extend the activation's hours on the following days.

By the end of the three-day conference, we’d treated about 2,000 conference goers to a sweet treat (and an even sweeter introduction to Paddle and their various software programs).