Challenge:
Turning Stone enlisted Mintz & Hoke's help to launch "Lava," central New York's newest and hottest nightclub.

Strategy:
To entice visitors to experience first hand a new club that was both totally hot and incredibly cool, Turning Stone knew it needed a promotional program with elements as unique as the destination itself.

Mintz & Hoke created website concepts that looked, felt and sounded hot hot, and wicked cool. We also developed promotional programs delivering a variety of engagement points that would build to a fever pitch and keep the good vibes flowing.

We built communities via the "create your entourage" feature as well as a discussion board that allowed club goers to hook up with that night's action.

Visitors to the site were invited to download tunes from their favorite Lava DJ's personal dance mix. We also had downloadable graphics that they could use to create their very own Lava CD label. All of which gave Lava a very distinct, underground, in-the-know vibe.

Winning Results:
Performance artists and x-treme athletes travelled aboard the "Lava Extreme Limousine" and engaged in random acts of "extreme" street performance. These young, hip artists and athletes - who represent the hot/cool lifestyle - spread the word to the target audience in the language they understand.

To generate heat and entice "clubbers," a fleet of Hummer pickups with huge, man-made volcanoes brought the action to towns, cities and campuses, creating fun, attention-getting "dis-ruption" events.

By branding different public hot spots - i.e., hot dog stands, coffee cups, hand dryers and pizza boxes - with Lava stickers, we generated awareness and buzz that gave Lava a cool, hip aura. We also used sidewalk art to create hot spots that attracted curiosity and reinforced the idea of Lava as the hot new club in town.