In April 2011 bmi launched a new marketing campaign focussed on café culture destinations. In order to bring this campaign to life Blackjack organised experiential activity to run alongside the ATL media campaign for one week. The experiential activity consisted of chalkboards detailing the café culture destinations and offers in the style of the advertising creative. These bespoke chalkboards were placed outside coffee shops in order to raise awareness of the bmi offers and attract coffee drinkers who would be interested in the destinations. Blackjack placed the content and logos onto each of the boards using our in-house creative team and negotiated appropriate site space for ten independent coffee shops. We arranged the chalkboard deliveries to the sites and organised brand ambassadors to ‘mystery-shop’ the coffee shops ensuring the boards were placed in high footfall areas and communicating additional key messages to the managers so they were able to deal with any consumer questions.