T.D.G Allies pop-up

How an adventure roadshow elevated a new brand in China

Imagination redefined The Durant Guild (TDG) with T.D.G Allies – a 19-day pop-up at Beijing’s SKP and Shanghai’s TX Huaihai. Transforming vehicles into superheroes, the event invited super fans to complete missions, elevating TDG as a premium lifestyle innovator.

Transforming vehicles into superheroes

To elevate The Durant Guild (TDG) from an unknown acronym to a premium lifestyle icon, we reimagined its vehicles as superheroes. The T.D.G Allies concept introduced three iconic characters: Captain Almighty Tahoe (strength and reliability), Hardcore Giant Hummer EV (rugged innovation), and Lightning Bolt Corvette (speed and precision). This narrative transformed TDG into a mission-driven platform for super fans, blending American heritage with localised storytelling to resonate with Chinese luxury consumers.

The Ultimate Base: A 500+ sqm immersive mission

At the heart of the pop-up was The Ultimate Base, a fully immersive environment where guests became super fans tasked with completing missions. The journey began at the Energy Activation Station, where players activated their missions via a mini-program and earned a branded “super energy” drink. Next, the Armoured Arsenal invited them to take photos with the Hummer EV to “unlock super energy,” while the Allies’ Intel Hub showcased TDG’s heritage through retro-game digital newspapers. At the Energy Supply Station, players spun a slot machine for rewards, and the Engine Club let them redeem energy to “unlock” Corvette’s power. Each zone reinforced TDG’s narrative of adventure and discovery, turning passive visitors into active participants.

Gamified storytelling for maximum engagement

The pop-up’s gamified approach transformed the brand experience into an interactive adventure. From photo ops to slot machines, every touchpoint was designed to engage and delight. Guests didn’t just see TDG’s vehicles; they interacted with them, forging emotional connections through play and exploration. This blend of storytelling and interactivity ensured the experience was not only memorable but also highly shareable, amplifying TDG’s reach beyond the event.

Eventex Awards:
Event concept

For the audience

Guests experienced TDG as a premium lifestyle brand, not just a carmaker. The gamified missions and superhero narrative created a sense of exclusivity and adventure, leaving a lasting impression.

For the brand

The pop-up generated 2m+ exposures and 21m+ impressions, with 97% positive sentiment. It secured 70+ Tahoe reservations and 5000+ leads, proving TDG’s appeal to luxury consumers. The success led to an extended partnership for 2024 activations.