Two smiling people behind the counter of a Fenty Beauty Event Tailgate Bar stand with their arms raised. The counter displays red cups, a drink dispenser, and a menu. The background features a Fenty sign and vibrant decor.

Fenty Turnt Up Tailgate

Client: Fenty Beauty2023 | Atlanta, GA & Los Angeles, CADivisions: Redrock Creative, Redrock Live

Featuring iconic moments on the ‘Road to Super Bowl’ with Fenty Beauty, Fenty Skin and Fenty Fragrance, Fenty Turnt Up Tailgate popped up in Atlanta and Los Angeles.

The tailgate promoted and sold limited-edition product drops in the weeks ahead of founder Rihanna’s Super Bowl performance. With a 6-week lead time, Fenty Beauty entrusted Redrock Entertainment to manage event design from concept to execution, including the integration of sponsor activations.

The pop-up stayed true to tailgate theme, encouraging roaming and exploration of the many engaging moments including fabricated shade-matching stations, custom product-engraving, on-site product sales and influencer giveaways, inventory management, thematic interactive photo moments, F&B and tailgate-style games. With budget in mind, we built the elements to last and successfully amortized the cost of activations across the two cities.

In Attendance

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