• Creative Partnerships
• Event Management
• Influencer Relations
• Public Relations
• Social Media

Fogo de Chão partnered with The Dana Agency to bring its 12-day soccer pop-up at Wynwood Marketplace to life during one of the year’s biggest international sporting events. The objective was to transform the venue into a destination for fans through immersive daily programming, strategic partnerships, media relations and influencer engagement while driving sustained awareness and visitation throughout the activation. The pop-up culminated in two signature VIP experiences designed to further amplify the brand among media, influencers and community partners.

The Dana Agency led the activation from concept through execution, overseeing every aspect of planning, promotion and on-site logistics. Our team secured Wynwood Marketplace as the venue and developed a 12-day programming strategy featuring daily watch parties, fitness classes, interactive brand experiences and family-friendly activities designed to keep guests returning throughout the activation.

To strengthen the experience, we secured and managed a variety of strategic brand and community partnerships, including Havaianas, Pilates & Lattes, SipMARGS, CoAqua, BrightStar Credit Union and Magic City Flea.

Alongside the 12-day soccer pop-up, we executed a comprehensive earned media campaign that included local, regional and national media outreach, influencer engagement and on-site interview opportunities. Our team also planned and executed a Wagyu & Wine Night and the VIP Brazil vs. Scotland Tailgate Celebration, overseeing everything from guest invitations and RSVP management to event production, vendor coordination, staffing, media relations, influencer experiences, check-in operations and post-event follow-up.

We also sourced and coordinated activation partners for key event moments, including Museum of Graffiti during the VIP Brazil vs. Scotland Tailgate, adding interactive experiences that complemented the programming and enhanced the overall guest experience.

The activation generated 110 earned media placements across broadcast, print, digital, newsletters and social media, resulting in more than 1.1 billion earned impressions in less than 30 days. The Dana Agency secured broadcast coverage throughout the activation, including a live remote from Telemundo 51’s Acceso Total, along with features on NBC6 News Today and WSVN Channel 7’s Deco Drive, bringing viewers directly inside the experience.

Coverage also spanned local, regional and national outlets including Forbes, Yahoo Travel, Miami Herald, Axios Miami, Miami New Times, Secret Miami, Lifestyle Media Group, The Miami Guide and numerous syndicated Yahoo outlets. Beyond traditional media, the activation generated extensive influencer content and social engagement, positioning Fogo de Chão’s soccer pop-up as one of Miami’s premier destinations for fans throughout the tournament.