Mattel | UNO social club x Smyths | London

Experiential Marketing
All Star Lanes, Westfield London,
Creative Concept | Design | Creative Production | Event Management | Content Management

Brief.

UNO asked us to take their Social Club (games night) concept that had previously only been activated in the U.S. and bring it to life in London in a way that made it relevant to a UK audience.

Solution.

Playing on London’s love of speakeasies and quirky secret bars, we created a 1920’s speakeasy-style gaming night where we took over All Star Lanes Bowling Alley. For one night only, we invited London’s blaggers and bluffers along for an evening of friendly rivalry and unpredictable game-play.

We took over the interior and exterior of All Star Lanes - including parking a vintage Ford car outside!

With custom UNO-themed cocktails, several photo ops, and a photobooth, the event offered many opportunities for content creation.

Guests could book their slot on Eventbrite where they were also given a secret password that they would need to get past the heavies on the door.

Once inside, guests could play a range of UNO games at hosted tables, which included the brand new Liars game with our knowledgeable dealers, or else choose to grab a deck and play in smaller groups, with chances of winning prizes throughout.