Art of Mixology

Over the past few years, Kingpin has undergone a transformation - moving beyond just bowling alleys and arcades to a holistic entertainment venue that appeals to a broad cross section of society. As part of the transformation, Kingpin was set to launch a new range of signature cocktails and turned to CampaignLab to maximise awareness and drive a new type of customer through the door.

So to mix things up, we launched the Art of Mixology - Australia's first Drinkable Art Exhibition. Teaming up with production partners, VANDAL, the exhibition transformed Kingpin Melbourne into an interactive gallery space inviting guests on a multi-sensory journey through six rooms, designed by celebrated local artists including Mikaela Stafford, Nick Azidis, Ryan L Foote, Sahil Roy, Emily Rose Hill and Darren Healey.

To launch the exhibition, we hosted a media and influencer launch event - with more than 100 guests in attendance. The activation created the perfect backdrop for guests to capture incredible content and turn Kingpin Melbourne into the city's 'must-try' experience.Influencers that attended the opening posted without payment - creating a swell of social exposure to support the earned media push. Our content production team then created a bank of assets for paid and organic campaigns across socials, further driving brand engagement and ticket sales. Almost 3,000 tickets were sold, ensuring massive ROI for Kingpin, as well as increased foot traffic and brand awareness.