Adding Magic to Marketing

Starbucks Fizzio - Handcrafted Sodas

How do you fit a Starbucks
in a soda machine?

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Budweiser - Made in America

Two Cities, Two Days, One Event

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Ballitic - Perfecting Protection

Oculus Rift Experience

360 degrees of innovation.

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Project objective:
World peace. NBD.

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Mellow Mushroom

Play Music With Your Mind

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Custom Xbox Kinect experience
live in NYC.

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U.S. Department of State - Trace Effects

Changing the world,
one power up at a time.

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Wake up with a hot brazilian.

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$180,000 in savings per event,
not bad.

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The Weather Channel

It's like having a weather station
on your wrist.

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Displaying an anarchic sensibility that evokes Monty Python, Dadaist collage and YouTube viral video, [The Super- Group's] oddball, highly entertaining approach [evokes] the offbeat feel of a Coen Brothers film.”
-The Atlantan

We have also worked for:

  • Aveeno
  • Wendy's
  • Seventh Generation
  • Tylenol
  • The New York Times
  • Roc Nation
  • Children's Hospital Boston
  • Kraft
  • Disney
  • Georgia Pacific
  • Johnson & Johnson

About Us

We are makers, designers, programmers, filmmakers, musicians, illustrators, and writers.

Some of our core services include:

  • Creative Consulting
  • Experiential Marketing
  • Virtual Reality
  • Digital Design
  • Innovation
  • Product Design
  • Workshops
  • Video Production
  • Print Design
  • Kiosks
  • Mobile
  • Delivering Awesome
  • Never Quitting

How do you fit a Starbucks in a soda machine?

72 and Sunny came to the SuperGroup with a unique way to promote the new Starbucks, handcrafted soda called Fizzio. They wanted to set up a vending machine at the Santa Monica pier, that actually contained a real barista inside, making the soda that curious onlookers selected from a normal vending button.

The SuperGroup designed and developed a custom vending machine with privacy film that went transparent when a button was pushed, revealing the person inside. A small screen on the inside indicated to the barista which flavor the person selected, and they were then handed their beverage of choice through a small door on the side. The hidden cameras captured some priceless reactions as people were surprised by the reveal of a real person inside the machine.

The Starbucks Fizzio machine is the recipient of two Gold ADDY Awards.

Ballistic: Behind the Screens

Ballistic needed a way to reach an already extremely tech-savvy audience at the 2014 Consumer Electronics Show– and convince them to trade their existing mobile device case for a new Ballistic case.

TSG had been experimenting with the developer's version of the Rift prior to brainstorming innovative enhancements for Ballistic's booth, and it seemed like the perfect way to use the technology to show booth visitors just exactly what a mobile device endures on a daily basis.

Utilizing 360º video, TSG created a first-person simulation of a mobile device fitted with a Ballistic case getting dropped, run over by a jeep, and even going for a swim.

Not only where TSG's ideas original, they were incredibly effective. The Oculus experience, was one of the main reasons why our booth stayed busy throughout the whole show.

Jason Naylor, VP of Marketing for Ballistic

75% of the participants traded their existing case in for a Ballistic one, and attendees lined up each day of the show to catch a glimpse of the Ballistic Rift experience. The booth caused such a stir that Oculus representatives were even telling CES attendees to go by the Ballistic booth to check out the magic.

Coca-Cola: Smallworld Machine

Leo Burnett came to The SuperGroup with an incredibly daunting challenge... help Coca-Cola unite India and Pakistan. The plan seemed simple enough – create two video-enhanced, interactive, touch screen Coke machines that would allow users separated by hundreds of miles (and decades of warfare) to share a meaningful, eye to eye experience in real time. While many agencies would have settled for a glorified, Skype-like video conference, the TSG/Leo Burnett team aspired to create a never seen before, eye-to-eye interaction that would produce the kind of emotion one can only experience in a face to face moment.

When hands touched, Cokes were dispensed to the users on each side, who would in many instances “toast” their newfound friend as if they were standing just a few inches away. The two users viewed a full size video stream of each other and were prompted with different interactive activities. These activities include both users touching hands and tracing the shape of a peace sign together. At one point, a group of a hundred people in India spontaneously began dancing in front of their machine, which prompted the group in Pakistan to follow right along.

The machines that The SuperGroup developed weren’t just interactive, they were interpersonal. In the end, the experience proved to be so realistic that people focused more on the person “standing” right in front of them than on the huge technical lift that went into making the experience possible. The technology faded into the background and empowered two cultures to realize that more things in life unite them than divide them.

Arguably the most significant piece of work Coca-Cola will execute this year... this is brave and important work from brave and important marketers. This work will simply be the very best campaign of my career to date. The 'HillTop' of our time. And I don't say that lightly.

Jonathan Mildenhall, VP of Global Advertising Strategy and Creative Excellence at the Coca-Cola Company

Wow!! Such an incredibly simple but powerful idea. Thank you for driving cultural leadership.

Mellow Mushroom: Mind Slice

The SuperGroup has been Mellow Mushroom's premier interactive partner for years, so when we were asked to showcase our creativity at their annual conference, we delivered a fresh, mind watering interactive experience we call the "Mellow Mushroom Mind Slice". Presented on a large, HD display, the user sits down to see an empty, dimly lit stage, set for a rock band. The user then places a NeuroSky Mindwave on their head, and within a few short seconds, their mind begins to control the rock show– both musically and visually.


The sensor can measure levels of attention and focus as independent values. Since these values can change rapidly overtime, we calibrated our app to gauge averages in short intervals, and modify the output of the screen and speakers accordingly. If the participant is relaxed, but not very focused, they won't hear the intricate fingerpicking guitar riff, and the lights will remain somewhat dim... however, occasional puffs of magical pizza baking steam will appear and briefly form the shape of one of Mellow Mushroom's iconic characters. Additionally, the Mind Meter will reflect the relaxed state by filling up with more lava.

As the participant focuses (a good technique is to try to hum or imagine the guitar riff louder), the guitar riff is brought out louder, the meter glows a more reddish hue, and the stage lights up.

Zen is achieved when the participant is able to maintain high levels of focus and relaxation, and they get the full experience. A lights show, active lava lamp display, and a full musical experience.


Tassimo: Brewmaster Challenge

Tassimo, a producer of one-cup serving consumer-based hot beverage systems, launched the new BrewBot system in 2011. With objectives of driving product awareness, trial and sales, Tassimo contracted Pierce Promotions to create a pop-up cafe experience in SOHO, NYC. Pierce again called on the SuperGroup to create an innovative experience that would engage users and interactively enhance the BrewBot event.

Excited to take on this experiential challenge, the SuperGroup created a highly-innovative gesture-based two-minute barista game whereby users were tasked with brewing a variety of BrewBot coffee blends for demanding guests at a house party. The end result was a zero-downtime game that Tassimo customers loved.

The BrewBot game worked seamlessly from promo launch to promo end. As a matter of fact, this complex game build reflected a stability usually associated with much lower-tech activations. And since actresses Eva Longoria and Elizabeth Mitchell (aka Juliette from Lost) were on hand at the cafe's opening ceremony, the Brewbot game enjoyed some great celebrity interaction, as well!

U.S. Department of State:
Trace Effects

The US Department of State (DOS) has many divisions that help them achieve their worldwide mission. One of these divisions is the ESL (English as a Second Language), whose program, "Access English," helps teach the English language to over half a million non-American students across the globe.

In order to better reach today's younger crowd, DOS partnered with The SuperGroup to develop a new game-based learning program called, "Trace Effects." DOS wanted to create something groundbreaking that would combine gaming and immersive language learning techniques to help the Access English program "change the game" with a long-term, first-to-market product.

Our vision was to create a multi-channel program utilizing web, mobile, desktop applications and print. Students would interact with the language learning through a 3D adventure game available online (or offline as an executable), single and multi-player language challenge games and exercises, and even graphic novels!

Trace Effects was piloted in the Summer of 2011 in Saudi Arabia, Turkey, Brazil, Russia, Korea and South Africa. The feedback from the students was unanimous: "This is how we like to learn English. We want more Trace Effects!"

7-Eleven: The 711 Club

7-Eleven® needed a clever way to promote a piping hot line of new specialty coffees. They teamed up with Ketchum and The Supergroup and ended up with the highest coupon redemption rate in the company's history. Promising the opportunity to wake up next to a 'Hot Brazilian,' The 711 Club let 'players' practice their cheesiest of pickup lines on streaming HD videos of the type of Brazilian beauties that are normally too self-absorbed to be approached in real life.

Each character had a different personality — from a self-loathing vampire to a Casanova patterned after Antonio Banderas. Visitors could expect a different response to each of their questions from each person, admiring their beauty all along. Part of the fun was seeing if these chance encounters would lead to a slap on the face or the threat of being blogged about.

Those who made it through — and site visitors stayed a minimum of 7 minutes — got a coupon for a free cup of 7 Eleven's Brazilian Bold. The caffeinated buzz generated by the 711 club won the site a Favorite Website Award as well as being named a Webby honoree.

The Arris Experience

Arris, a $1.4 billion a year global communications technology leader, had a problem with their conference presence. Their massive conference / convention display, termed "The Great Wall," was becoming way too expensive to operate and maintain. Arris had been using The Great Wall for years to showcase their portfolio of hardware offerings, and it required a 53-foot-wide event footprint and a sizable number of personnel to manage. Frustrated with the expense, Arris turned to The SuperGroup for help.

Working closely with the Arris team, TSG created a 3D game-like digital experience that allowed conference attendees to explore and interact with Arris's vast product and service offerings in a virtual environment. Potential customers were able to immerse themselves in the Arris world, interacting virtually with each product. As users found products that fit their needs, they could instantly input a request for more information about that exact product using an on-screen keyboard.

This visceral experience allowed sales people to interact more casually with the customer without needing to drag them from one end of the room to another, and saved the company over $180,000 per show in shipping, travel, signage, printing, and personnel.

The Weather Channel:

For their 15th anniversary re-launch, wanted to show its most loyal advertisers all the cool things the new could do. But they didn't want to hand out the same old run of the mill corporate tchotchkes that typically fill any given ad buyer's desk.

In our initial brainstorming sessions, we began to consider how people from the " era" would imagine people of the future (meaning now) getting the kind of personalized forecast available at today. Our conversations kept coming back to those beloved, awkward gadgets from Dick Tracy comic strips.

So to deliver on that feeling, we scooped up some awesome wristwatch radios from the 80s—complete with full size retractable antennas—and packaged them as if they were the next iPhone killer. A fake, full color user's manual touted all the unbelievable things the watch was supposed to be able to do. After reading through a few of watch's features the joke was revealed, along with the clever twist that all the fake features on the watch were the actual features of the new

Each package included a promo code and a link to a mini-site where ad buyers could register for a chance to win a top of the line Tag Heuer watch. Over 40% of WeatherWatch recipients registered for the Tag Heuer giveaway.

Connecting concert goers across the country in real-time

The Budweiser Made in America music festival of 2014 added a second location to it’s summer event, traditionally held solely in Philadelphia, Pennsylvania. Roc Nation, the event’s organizer, called upon the SuperGroup to create a series of Window Walls to virtually connect participants in Los Angeles, the second city added to the festival with attendees in Philadelphia. The SuperGroup designed, built, and operated these larger than life video portals, which withstood the intense direct sunlight of LA, and survived a major thunderstorm in Philadelphia.

Event-goers immediately understood what they were looking at, and shared a lot of laughs, dances, and occasionally a virtual toast.