For the first event, a swimming pool was transformed into a float-in cinema in collaboration with Pathé, tied to a new film release. Guests enjoyed the movie from air mattresses, with a big screen, Danish Chef, and Bugles as the go-to snacks. The second event centered around a game night, where visitors played life-sized games. The winner went home with a year’s supply of Danish Chef.Together, the two events generated 600,000 organic impressions. In addition, 50 food influencers received a curated press kit, resulting in another 300,000 organic impressions. In total, the activations reached 900,000 people organically, with content that felt as if it was created by the audience themselves.