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A Winning Activation: Live Engraving with Teeling Whiskey x Notre Dame

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Setting the Stage

Every brand activation begins with a goal; yet, a winning activation requires more than just a table and a product. It is built through preparation, partnerships, and a seamless guest experience. Teeling Whiskey recently demonstrated this approach at an activation for Notre Dame’s Football Friday by combining a tasting with live engraving. Before the event, they utilized promotional channels and collaborated with the Notre Dame clubs of Sacramento, Monterey Bay and the San Francisco Bay area.

The strategy, which helped create anticipation among guests before they arrived, also included a clear purchase incentive: buy two bottles, receive $10 off, and a limited-edition carrying case. In addition, the brand ambassador and alumni president guided the message by encouraging guests to engrave one bottle to keep and enjoy or gift the other. With these elements working together, a two-hour activation exceeded its target of 18 bottles, reaching 42 sold and surpassing the goal by more than 230 percent.



Behind the Scenes: What Made This Activation Work


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  1. Pre-Event Promotion

Teeling partnered with the Notre Dame alumni organization to raise awareness among the right audience. The event was promoted across social media pages as well as Eventbrite. As a result, they didn't have to wait for guests to stumble upon the activation. Many arrived familiar with the brand and ready to buy engraved bottles.


  1. Incentives That Make Sense

The “buy two bottles, receive a limited edition carrying case” offer gave guests a clear reason to upgrade. Messaging from both the brand ambassador and the alumni club President added credibility and reinforced value. Their suggestion to “Engrave one bottle as a keepsake and enjoy the other" shifted many guests to using the activation also to buy gifts, creating a win for both the client and the consumer.


  1. Seamless Event Flow

To ensure a smooth activation, we designed event-themed, branded signage for the client. The signage provided clear instructions that guided guests through each step at the activation table. Additionally, Teeling's brand ambassador, as well as the president of the Alumni Club, played an integral part in guiding guests through each station. Proper staffing ensured that guests felt confident and engaged, which in turn encouraged more people to participate.


How to Create a Winning Activation


While every activation is different, several principles consistently elevate an event from good to unforgettable:


  • Start with collaboration. Involve partners (such as retail, alumni associations, influencers, your calligrapher, etc.) to extend your reach before the event begins.

  • Build in incentives. From discounts to limited-edition items, give your audience more than one reason to say yes.

  • Educate through ambassadors. Having knowledgeable voices, such as event staff or brand ambassadors, lends credibility to the value proposition.

  • Streamline the experience. Staff multiple stations to reduce bottlenecks and use signage to guide guests. Clear direction leads to more engagement and higher sales.

  • Create keepsakes. Pairing personalizations, such as live engraving, with limited-edition or luxury products turns a keepsake into a story that guests are eager to share.


The Notre Dame activation is just one example of how preparation and personalization can shift results. If you are planning your own activation, reach out to us! Let’s explore how personalization, whether engraving, hand painting, or embossing can take your event to the next level.



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