Abel McCallister Abel

When REESE'S wanted to make waves at the Big Game, we brought the lava instead ??? ABEL teamed up with Zeno Group to create an eruption of excitement for REESE'S Chocolate Lava Big Cups with a one-of-a-kind voice-activated volcano experience at the New Orleans Riverwalk Outlets to coincide with their Big Game campaign. Our week-long activation had NFL stars like Kirk Cousins and Fred Warner feeling the heat—and tasting the chocolate-lava goodness—before making its grand finale appearance at Travis and Jason Kelce's New Heights party. The result? A volcanic success that turned product sampling into an unforgettable spectacle, proving that sometimes the best way to make a splash is with a little lava ???? #WeAreAbel #ExperientialMarketing #BigGame

Rounding Up 2024: Our Favorite Simultaneous, Multi-market activations We kicked off March by helping Planet Oat turn Daylight Saving blues into breakfast bliss, orchestrating a simultaneous six-city activation across NYC, Chicago, LA, Boston, DC, and Philadelphia. Our teams brightened morning commutes with free coffee, overnight oats, and mini-muffins—proving that losing an hour of sleep isn't so bad with Planet Oat by your side ???? When Dolce & Gabbana and Macy's wanted to bring Mediterranean summer stateside, ABEL delivered with a nationwide pop-up tour for Light Blue fragrance. Our custom-created kiosks transformed traditional sampling into an interactive journey, featuring a fragrance-matching game that invited shoppers to explore and understand Light Blue's complex notes while creating unforgettable brand moments ??? Rounding out our multi-market magic, we helped Dolce & Gabbana launch FeFé, their first-ever luxury dog fragrance, with a mobile boutique tour through Chicago and Miami's most popular pet hotspots. Complete with Puppuccinos, artisanal treats, and custom-engraved D&G collar charms, our activation perfectly merged high fashion with pet parent culture, creating a tail-wagging success story ?? #WeAreAbel #ExperientialMarketing #BrandActivation #RetailInnovation

Rounding Up 2024: Our Favorite Products Created for Viral Content Product innovation plays a crucial role in modern marketing, where shareability and functionality must work hand in hand. This year, our team developed unique products that didn't just capture attention—they created conversations and drove meaningful engagement. SNICKERS? Ice Cream demonstrated the power of athlete partnerships with the Ice Cream Chiller. By leveraging NFL draft pick Rome Odunze's renowned catching ability, we created a product that was both functional and buzz-worthy, turning a simple ice cream holder into a collectible item that resonated with both sports and snacking audiences. Heluva Good!'s party table proved that sometimes the most shareable products are the most unexpected ones. By creating a comically oversized dip container that doubled as a functional piece of outdoor furniture, we turned a simple party accessory into a viral summer sensation. The table's ability to transform from a standing table to a ground-stake installation to a pool float added layers of entertainment value that made it impossible not to share. Staples' "Cable" Knit Sweater Vest campaign exemplified how product innovation can support sustainability initiatives. These vests, woven with actual cable cords, weren't just conversation starters—they powered a nationwide sweepstakes that encouraged consumers to recycle their old cables at Staples stores. The vests created a tangible symbol of sustainability that generated media coverage, social engagement, and increased participation in Staples' recycling program. #WeAreAbel #ProductInnovation #ViralMarketing #BrandExperiences

Rounding Up 2024: Our Favorite Product Seeding Kits The success of a seeding kit lies in its ability to transform a product story into a memorable unboxing experience. This year, our team pushed creative boundaries to deliver kits that didn't just introduce products—they created conversations. Hellmann's Big Game activation exemplified innovative product seeding. Our stadium-shaped mailers featuring an interactive Mayo Cat sound element turned a condiment into a social media sensation. The dual-purpose design, which transformed from mailer to serving tray, demonstrated our commitment to both creativity and functionality. Wyoming Whiskey's premium seeding kit showcased our ability to translate brand heritage into tangible experiences. By incorporating authentic materials—leather, wood, and actual ingredients sourced by the brand—we created a sophisticated storytelling vehicle that elevated the brand’s premium positioning and provided a valuable tool for sales associates to introduce consumers to the brand. Dunkin's ready-to-drink coffee launch demonstrated how strategic seeding can support retail expansion. Custom-branded mini-refrigerators filled with the new product created instant social media moments while positioning the brand as an essential part of the at-home coffee experience. Each of these kits represents our strategic approach to product seeding: creating shareable moments that drive immediate engagement while supporting broader marketing objectives through thoughtful design and premium execution. #WeAreAbel #ExperientialMarketing #ProductSeeding #BrandExperiences

Rounding Up 2024: Our Favorite Launch Events Our Auntie Anne's Knead Perfumerie Launch with M Booth exemplified our ability to transform familiar brand elements into breakthrough moments. By creating the world's first Pretzel Perfumerie in NYC, we elevated a signature scent into a luxury experience that resonated with Gen Z and Millennial audiences. The result? Over 100 consumers lined up at opening, substantial earned media coverage, and strong e-commerce performance. The DOLCE&GABBANA Beauty launch event at Saks New York demonstrated our expertise in creating high-touch luxury experiences. The Mother's Day activation balanced sophisticated brand positioning with interactive elements: custom bouquet stations, personalized card-making, and innovative AR product try-ons. An exclusive MUA Masterclass added influencer credibility while maintaining brand prestige. Our Planet Oat Barista Lovers tour with M Booth showcased our capabilities in scaling intimate brand experiences across multiple markets. Starting with a media night featuring Jason Mraz in Chelsea Market, the tour expanded to Boston, Washington D.C., and Philadelphia with an innovative inflatable coffee house concept. The activation drew over 3,000 attendees, with some traveling up to an hour to participate. Each of these launches demonstrates our strategic approach to product introductions: creating immersive experiences that drive immediate engagement while building lasting brand equity through earned media and word-of-mouth. By balancing innovation with authenticity, we help our clients make memorable first impressions that resonate with their target audiences. #WeAreAbel #ExperientialMarketing #ProductLaunch #BrandExperiences

Rounding Up 2024: Our Favorite Photo Moments As we approach the end of a transformative year, we're taking a moment to celebrate the photo moments that made 2024 truly unforgettable. Sally Beauty created a vibrant Pride celebration featuring custom-wrapped trailers serving as mobile hubs for product giveaways, a hairstyling station, and the perfect photo moment in front of attendee-created post-it notes filled with positive messages. Macy's Camp Style Crew turned an influencer trip into a picturesque adventure, blending luxury and outdoor aesthetics in a way that looked perfect from every angle. The Every Woman's Marathon's Milk Lounge proved that brand experiences can be both functional and incredibly photogenic with a branded refrigerator photo op #WeAreAbel #ExperientialMarketing #2024Highlights

Rounding Up 2024: Our Favorite Festival Activations As we approach the end of a transformative year, we're taking a moment to celebrate the festival experiences that defined our 2024. Each activation tells a story of creativity, brand engagement, and unforgettable moments. SHEIN Beach Club at Hangout Fest: Mediterranean Meets Music Festival We worked alongside Corso Marketing Group create the SHEIN Beach Club, transforming Alabama's Gulf Shores into a stylish coastal retreat. By bringing the relaxed opulence of Saint Tropez to a festival setting, we created a space that was part fashion showcase, part luxury lounge. Vibrant beach accents and the latest SHEIN festival collections offered attendees a taste of Mediterranean glamour. Charmin at Dreamville and Roots Picnic: Turning Bathrooms into Brand Experiences Who says bathroom-related brands can't be fun? Collaborating with Hovercraft, our Charmin activation became an instant social media sensation. A DJ booth built on giant toilet paper rolls and an oversized golden throne created an unexpected, hilarious photo opportunity that was irresistible to festival-goers. Tic Tac at Lollapalooza: A Flavor-Filled Festival Playground Alongside Golin, we reimagined festival experiences with an interactive Tic Tac pop-up that went far beyond traditional sampling.?Festival-goers escaped the heat in a vibrant activation that included: - Friendship-bracelet-making kits inspired by Tic Tac flavors - Personalized Tic Tac packages - Photo zones inspired by flavors like Orange, Mint, Tropical Adventure, and Strawberries & Cream #WeAreAbel #ExperientialMarketing #FestivalActivations

This past weekend, the ABEL team was proud to partner with GALE to help bring MilkPEP's inaugural Every Woman's Marathon Wellness Fair and Finish Festival to life in Savannah, Georgia. More than just a race, this event was a comprehensive brand experience that celebrated female athleticism, community, and inclusivity. ??♀??? By the numbers: - 7,000+ runners - 42% first-time marathoners - 18,000 milk samples distributed For the event, we created an interactive ecosystem that went beyond the traditional race experience.?Key elements included: - The Milk Lounge: A vibrant, Instagram-worthy space that transformed product sampling into a memorable brand interaction with photo moments that extended the brand's reach across social media channels.? - Live Entertainment: We kept the energy high with live performances throughout the entire weekend, which culminated in a show-stopping surprise performance by Natasha Bedingfield that had runners dancing even after conquering 26.2 miles. - The Expo: A space that transformed into a connection hub, with interactive areas like a sign-making station and a name tag wall that were color coded based on how many marathons the runner has completed & unveiled the mantra “We Run For Us” as runners removed their names.? - Scheduled Activities: In addition to standard race offerings we created unique touch points for runners including a Hair Braiding Bar, Cooking Demonstrations, Yoga & Mobility Classes, and Speaker Sessions. - Team Milk Recovery: Once finished with their race our runners were welcomed with 40 onsite stretchers and 25 compression boots ensuring athletes could recover in comfort and style. - The VIP Zone: A premium experience for sponsors and special guests, complete with refreshments, lounge seating, and an exclusive view of the concert stage. #WeAreAbel #ExperientialMarketing #EventProduction #TeamMilk

Tic Tac brought a refreshing pop-up experience to Lollapalooza. Festival-goers took a moment to escape the heat inside the activation, where they scored friendship-bracelet-making kits filled with colorful beads inspired by Tic Tac flavors. . Guests could also make personalized Tic Tac packages at one of two Tic Tac flavor bar, and snap photos in colorful areas inspired by Tic Tac flavors: Orange, Mint, Tropical Adventure, and Strawberries & Cream.? . #WeAreABEL Strategy | Design | Print | Fabrication | Production . See more in our latest feature on BizBash: https://lnkd.in/gzFnHVUq

To launch their new Barista Lovers product, @planetoat embarked on the Planet Oat Barista Lovers Coffee Tour.? .? To kick off the tour, ABEL created a pop-up experience in Chelsea Market, which included both a media night with special guest Jason Mraz, and a consumer experience.?As attendees entered, they found themselves in a cozy, homey coffee bar. Everywhere they looked, guests found classic, home-y accents to emphasize the at-home benefits of Barista Lovers. Attendees were served a latte or a cappuccino, and could decorate their coffees with coffee stencils.? .? #WeAreAbel Creative Strategy | Design | Fabrication | Event Production