How to Educate While You Entertain

If you’ve seen a John Wick movie, you’ve seen a Trijicon optic. So for Trijicon’s recent product launch at SHOT Show—the industry’s largest gathering—JACKSON knew it needed to tap into two things: John Wick and exclusivity. 

We accomplished this by designing a custom desk that closely resembled one from a scene in John Wick, complete with LED lights. Behind the desk was a paid actor who played the part of the sommelier who sells John Wick a few tactical items in the movie. (The only reason we didn't have the actual actor, Peter Szymon Serafinowicz, was because he was on set for another movie at the time.) Our actor showed the new products (scopes) to guests at the event, all while staying in character and even throwing in a few lines from the movie.

Every Customer Touchpoint Counts

The “wooing” of prospects doesn’t start when they walk into your event. Ideally, the invite hints at what’s to come. We gave each invitee a custom, John Wick-themed Trijicon challenge coin as their key to the VIP event, complete with a gold metal invite. 

And when guests walked into the event, they were greeted with products frozen in ice. This ice wasn’t just to “wow,” it served a strategic purpose: demonstrate the extreme conditions these new Trijicon products are designed to survive.