Project location: Santa Monica Pier, CA · Project context: 2022 · Prepared by POPUP from the project archive in October 2026.
On Santa Monica Pier, internet-provider frustrations became targets in an oversized game. T-Mobile gave passersby an immediate way to participate, with a magenta mallet and a premise they could understand at a glance.
How can an interactive game carry a brand message?
The campaign’s home-internet message began with a feeling many people already knew: frustration with provider policies. A game could make that feeling visible and give passersby an immediate way to participate.
Turn provider grievances into targets. Visitors picked up a magenta mallet and took a swing at policies that popped up from an oversized game, with a high score to chase.
An idea anyone could play
The campaign turned maddening internet-provider policies into targets in a larger-than-life game. Guests could understand the premise at a glance, pick up the magenta mallet and take part.
Make the pier part of the experience
The public beachfront setting brought the activation into the path of people already out enjoying Santa Monica. POPUP planned for the open-air environment and coordinated the surrounding event so the bold concept worked on a busy pier.
Turn a turn at the game into a shared moment
On-site management and a welcoming guest experience connected the game with the people gathering around it. The brand message became something visitors could participate in together, with the live setting carrying the energy beyond each individual player.
The planning lesson
The rules should explain the message through play. Test the invitation from a passerby's position, then plan for the people waiting and watching as well as the player. A public setting needs a guest journey that remains clear when a crowd gathers.
Who delivered the experience
Working with agency partner Porter Novelli, POPUP produced the surrounding activation and managed the on-site experience. Detailed preparation for the open-air beachfront setting supported a clear, welcoming guest journey around the game.
Delivered through agency partner Porter Novelli for T-Mobile.
What the experience made possible
The Santa Monica activation made T-Mobile’s campaign tangible through a public game and a surrounding guest experience.
Project questions
Where did the experience take place?
T-Mobile: Santa Monica Pier, CA.
What was the delivery scope?
Activation production; Guest experience; On-site management.
Explore related work
Further reading
For the wider event and campaign context:
