Super Bowl Coffee Truck
A rebuilt promo vehicle where fans ordered coffee on a touchscreen and a hidden door revealed it in a Nike cup.
The brief
Give Nike Sportswear a presence at Super Bowl events across New York without building a pop-up at each one: a vehicle that could pull up anywhere, serve fans and sell merchandise.
The build
Fans ordered a coffee or hot chocolate on a custom touchscreen interface. Behind a hidden door, a brand ambassador poured it into a Nike cup, and an automated door revealed the drink. Two new screens showed the programming schedule, the LED dots below ran as a ticker, and the truck sold merchandise too.
The hard part
The vehicle had been through earlier activations and came with no manual. I took it apart to learn every system, updated its content management system, sourced new sunlight-readable screens and found a fabricator to modify it. With few vendor contacts that early in my career, we did the work in an outdoor body shop in Brooklyn through a cold, brutal week. To serve drinks legally, we also needed a permit, which meant bringing a licensed street vendor onto the team for the activation.
Outcome
Nike was very happy with the reception. Because the truck was mobile, it was easy to bring the experience to existing events and have a presence wherever fans already were.
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