TCG (The Creative Group) holds a networking event at the yearly HOW Design Conference. It's no mystery that, for many people, striking up a conversation with a stranger doesn't come naturally. So we gave them a conversation-starting prop and employed a bit of a bribery. This piece encourages attendees to mingle by asking each other specific questions, and recording their answers for a chance to win an Amazon gift card.
In addition to the print piece, I designed custom bowling shirts which were worn by TCG staff at the event and given away as prizes.
The marketing team extended the concept by turning the event space into a popup bowling alley and giving away vintage bowling bags.