Prime Gold

Campaign Overview:

To celebrate the sale of the 1 billionth bottle of Prime, a 42-hour non-stop event was held for fans to get their hands on exclusive drops and giveaways. With huge anticipation around the campaign, queues began forming hours before doors opened, setting the tone for a high-energy, round-the-clock activation. The event took place simultaneously in London’s Piccadilly Circus and New York City, creating a global hype and drawing thousands of dedicated fans and passers by.

The Brief: 

HEL’s was briefed to supply a large team of DBS-checked Brand Ambassadors to keep energy levels high, manage queues, oversee competitions, and ensure a seamless, positive guest experience across the full 42-hour runtime. The team needed to be enthusiastic, approachable, and ready to go the distance with the crowds.

The Activation

When guests began queuing even earlier than expected, we rapidly mobilised an additional team, ultimately delivering 130+ shifts across 73 hours non-stop. Our Angels managed queue flow, hosted giveaways, kept guests smiling, and worked in sync with security and production teams to maintain an exciting and safe atmosphere throughout.