Five Guys National Franchisee Conference and Games

Go West Creative > Case Studies > Five Guys National Franchisee Conference and Games
18 Jun

Five Guys National Franchisee Conference and Games

Jun 18, 2015 2879

Services:  Activations, TUFFtxts, Video content, animation,

Five Guys Burgers and Fries has evolved from a family-run, local burger joint in the Washington, DC area, to a national and international phenomenon. With over 1300 stores, the company has grown to over 35,000 employees, but more challenging, hundreds of Franchisees.

Go West Creative began working on their annual conferences in 2012.

In addition to the General Sessions, consisting of working with the Five Guys team to establish core messaging and theme – followed by all aspects of content creation, execution and production, Go West has helped create the “Five Guys Games Arena” in the expo hall at the Gaylord National.

This pop-up stadium (aesthetically themed to reflect a Heavyweight Championship fight), held the eight finalists from a nationwide battle that began with their 35,000 employees. The winner would walk with $50,000 or a Ford Raptor. Second and third prize winners also received cash or a car. The goal was to celebrate the best of the best.

Two working kitchens were constructed on the stage. Bleachers held 1000 spectators. Oversized banners were designed for each of the eight finalists. Six cameras and Go Pros captured the action from all angles and were broadcast onto multiple massive screens. A fabric roof structure enclosed the entire space. Finally, through the use of TuffTxt, the crowd could even “talk smack” on the screens.

The energy shook the building. Each contestant was introduced and took the stage in satin robes like any championship contender entering the ring. 8 head-to-head timed competitions – with the winner determined by less than one second. When the winner was announced and the confetti cannons fired, there were very few dry eyes in the place.

The Five Guys experience was an example of taking expectations and raising them well beyond the client’s imagination.