To build excitement in the weeks leading up to the new store opening, Event Marketing Strategies crafted an experiential campaign supported by a social media contest to promote a $1,500 Z Gallerie room makeover. For an impact, EMS developed a giant 8-foot tall, three-dimensional “Z” filled with thousands of gold “Z heart C” stress balls. The Z was placed in two specially selected high traffic areas within Columbus to serve as the event scenes: Columbus Commons and Easton Town Center—one of central Ohio’s most vibrant and popular shopping areas. Both venues boasted a full Z Gallerie furniture and décor display alongside the “Z”. EMS Brand Ambassadors prompted guests to take a selfie with the Z and post their photo to social media channels with hashtag #WhatTheZ along with their guess of the number of gold balls inside of the Z to win. Participants who registered to win were rewarded with a custom branded ”Z Heart C” vintage tee.