How We Holiday: A Look Back at MAG’s Holiday Activations & Events


Similar to Buddy the Elf, the michael alan group is a big fan of celebrating the holiday season. Throughout the years, the MAG team has found this time of year to be exciting and special for targeting consumers. There seems to be an extra bit of jingle and happiness in the air making activations and participants more interested and engaged. Looking back or “TBT”ing, the michael alan group has executed some very holiday-esque programs to spread cheer. Let’s take a look at a few of our favorites!

The Flatiron Ugly Sweater Happy Hour

During the holiday season, everyone attends at least one ugly sweater party if not two! We took this idea and paired it with our Flatiron 23 Days of Holiday Cheer program two years in a row. Our first year consisted of a live event complete with judges and a runway for contestants to strut their stuff and showcase their sweaters. Passersby stopped in their footsteps to clap and root for the participants. The winner was selected based on the creativity of their sweater and their answer to a random holiday question. Photos of the event and winner were featured on social media outlets for all to see. To mix it up a bit for the following year, we worked with Café El Presidente to throw an ugly sweater happy hour. This removed the competitive aspect and focused on bringing New Yorkers together for some music, food, drinks and the opportunity to spin the custom Flatiron prize wheel. Once again, everyone enjoyed themselves as they celebrated their love for ugly sweater parties.


ION Gingerbread House

The holiday season would not be complete without the mounds of candy, chocolates and sweets we indulge in. One of our favorite sweet-filled campaigns was the ION Gingerbread House. For this event, we created a large-scale gingerbread house complete with all REAL ingredients such as graham crackers, icing, gummy bears, candy canes, etc. The whole house was edible! Well it was… until we sprayed it with preservatives. 🙂 Fun fact, each gummy bear was 5 pounds and if you dare to ask –contained over 1,600 calories. Talk about a sweet treat.

The edible house was placed on a flatbed and toured around NYC targeting media agencies. Agency representatives were encouraged to climb on board and create their own tin of goodies. Participants took lots of photos outside of the gingerbread house to share with their family and friends. The ION team also stopped by to thank reps and wish them a great holiday season and Happy New Year!


Union Square Partnership Photo-Op

Smiles are big and bright during the month of December due to all the festivities, lights, goodies, giving and upbeat singalongs. To create smiles with our friends at the Union Square Partnership, we assisted with launching a holiday greetings photo op. The photo experience was complete with a custom holiday themed background, hand-held props and of course, a complimentary print-out keepsake. Consumers of all ages happily participated in snapping their photo and sharing it on social media. To top off the event, we passed out branded Union Square cookies and fresh hot chocolate.

MAG Holidays

Don’t be fooled, MAG always puts aside some time to plan their own holiday shenanigans. Each year we host a few traditions including a Secret Santa swap and donations to New York Cares through their Winter Wishes gift-giving program. And of course, the calendar year wouldn’t be complete without the annual MAG holiday party. These have been known to feature MAG Libs, specialty cocktails, karaoke, and custom videos produced in-house dubbed The Real Employees of MAG. All of these activities not only bring the team together to celebrate the holidays but they also allow us to reminisce over another successful year together.

From all your friends at MAG, we wish you a joyful holiday season and a happy and healthy New Year!


Case Study Spotlight: USOC 2015 Team USA Awards

We produced USOC’s 2015 Team USA Awards honoring exceptional Olympic and Paralympic Athletes from the past year.

  • Served as venue liaison with the University of Pennsylvania where the event was held
  • Transformed the traditional venue space into a modern club lounge to host the award show which was later broadcast on NBC Sports Network
  • Kicked off the event with a pre-party showcasing Olympic memorabilia and offering meet-and-greet opportunities with select athletes
  • Coordinated all talent, VIPs and athletes throughout the evening, including host, Natalie Morales, and Grammy-winning artist, Andra Day
The michael alan group is a full-service experiential marketing agency & event production company. Check out our work and our team, and drop us a line to see more case studies and discover our full scope of capabilities.

Case Study Spotlight: Northwell Health Brand Bus Road Show

We promoted North Shore-LIJ Health System’s name change (now Northwell Health) to internal employees.

  • Produced the Brand Bus Road Show which consisted of 2 custom RVs retrofitted to create a wellness-inspired brand lounge and 1 Sprinter Van
  • Engaged employees with a social-sharing photo op, onsite sweepstakes, interactive trivia station, and prize wheel
  • Designed an app tutorial, driving hundreds of sign-ups to the system’s new digital platforms, myNorthwell and myWellness
  • Partnered with KIND Snacks to distribute bars at activation stops throughout New York
  • Traveled to 44 hospitals and practices over the course of 15 days, posting real-time blog posts along the way
The michael alan group is a full-service experiential marketing agency & event production company. Check out our work and our team, and drop us a line to see more case studies and discover our full scope of capabilities.