Sam’s Club wanted their customers to experience the wonder of the holiday season, so we partnered with Momentum Worldwide to create an immersive winter activation full of surprise, fun and connection at every corner. We transformed 50 Sam’s club parking lots across the country into The Merry Express—a magical train station where families could unwrap the joy of the season while playing games, sharing their winter wishes with Santa, and enjoying a sweet holiday treat. Pinnacle’s team of expert programmers and craftsmen meticulously engineered and produced every detail of the event to create a storybook, full-sensory experience. An interactive “gift grab” machine featured a mechanical arm to hand presents to guests, a Reindeer Ring Toss game lit-up Rudolf’s nose, trains whistled and blew steam—all while festive music played to engulf visitors in a surreal winter wonderland.