Fiesta San Antonio

San Antonio, TX

THE CHALLENGE

Chick-fil-A wanted to deepen its connection with diverse audiences — and Fiesta Fiesta, San Antonio's 11-day celebration of the city's culture, was the natural moment to do it. As a 4-year sponsor, the brand needed to stop showing up like a sponsor and start showing up like a participant. ROX United was brought in as the agency leader to make sure Chick-fil-A landed in Fiesta in a way that was culturally relevant, locally rooted, and unmistakably memorable.

THE ACTIVATION

A 50' x 50' immersive Chick-fil-A footprint built into the heart of Fiesta Fiesta — designed to feel less like a brand booth and more like a piece of San Antonio. We programmed the space with a live mariachi band, a bilingual emcee, a DJ, Chick-fil-A's signature dancing cows, and chicken nugget sampling. Every touchpoint was built to reinforce cultural authenticity over corporate sponsorship.

MY ROLE

Account Manager for Chick-fil-A within ROX United's Experiential Division. Led ideation and fabrication of the 50' x 50' activation, booked bilingual talent (emcee, mariachi band, DJ), designed the consumer journey end-to-end, directed on-site photo and video capture, ran on-site social, and managed production and execution in San Antonio across the full 11-day run.

The wins

A 50' x 50' immersive footprint at the heart of an 11-day Hispanic-market cultural moment. Programmed end-to-end with bilingual talent, live mariachi, and on-site brand ambassadors. Renewed partnership: Chick-fil-A continued investment in Fiesta as a flagship market activation.

Renewed partnership: Chick-fil-A's continued investment in Fiesta as a flagship consumer market activation.