Curastory + PAC-12

When agency collaboration turns branded content into memorable moments and turn spectators into active participants.

The goal: create a live environment where storytelling, fandom, and sport could exist in the same conversation.

Brand strategy
Ambient advertising
Content Creation
Experiential event
AGENCY PARTNERSHIP
The Brief

The experiential marketing house, The Mad Hattar, reached out to collaborate on a series of events for the PAC-12 college football games. The goal was to create a space for college athlete influencers and their fans to interact, get a peak behind the scenes, and try out the latest from game  sponsors.

THE Challenge

Most brand partnerships play it safe with logos everywhere and zero substance.

This collaboration needed to be:

  • Authentic to the PAC-12 community

  • Aligned with the PAC-12’s cultural reach

  • Experiential and not performative

If it felt forced, it failed.

Our Approach

We designed the experience around the athletes and their fans, not branding.

  • Built a flow that encouraged camaraderie, playful interaction, and shared moments

  • Balanced brand visibility, using Curastory branding as an anchor for this collaboration, along with identifiable interactive storytelling that fans identified with

Nothing existed just to be seen. It existed to be fully experienced.

“Nicole, Amber, and their team are so knowledgeable and a breeze to work with! Nothing is impossible for them.”

- Rania, The Mad Hattar

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