Diageo Day Night Mrkt
In alignment with Society 2030, Diageo Multicultural and House of Slay developed the Diageo Day Night Mrkt Presented by House of Slay. The first-of-its-kind pop-up hype-house-meets-day/night-market, was a love letter to the AAPI community hosting 2,350 guests across 2 days.
The goal with Day Night Mrkt was to create interactive experiences that shined a light on the rich AAPI cultures that exist across the Asian diaspora, in a safe and inclusive space, entertaining and educating the community through vibrant activations, all while combating anti-Asian hate. We knew the event would be co-curated by AAPI fashion collective House of Slay, including designers Prabal Gurung, Phillip Lim, creative director Laura Kim, socialite Tina Leung and Ezra J. William. In their role as curators, the “slaysians” served as the ultimate connectors for the top AAPI food, fashion and photo vendors.
At The Good Times Karaoke Bar By Smirnoff Pink Lemonade guests had a chance to sing along while honoring the role music plays in bringing people together. Consumers supported local AAPI-owned businesses and shopped limited edition styles at The Damn Fancy Everyday Pop-Up by Tanqueray. Guests were able to experience a selection of AAPI-inspired dishes across the Asian diaspora spearheaded by female restaurateurs at the First Strides Food Hall By Johnnie Walker. At the For The Love Art Exhibition By Tequila Don Julio, we honored artist Andrew Kung through a one-of-a-kind art installation.
Over 21,334 samples were enjoyed across the two days from five different bars with a robust cocktail strategy developed by Destinee Almonte ● 45,000 consumers reached through the program ● 447.1M+ total earned media coverage surrounding AAPI Heritage Month including press release pickups ● 163.2K+ total earned social coverage at the Day Night Mrkt ● 2.5M+ estimated brand impressions for Diageo ● 1M+ estimated talent impressions