How One Way turned a mini-golf terrace into a summer destination with a 10-creator rooftop night at T-O Mirabel.
On the evening of September 14, the rooftop terrace at T-O Mirabel turned into something closer to a film set than a summer mixer: mini-golf clubs in one hand, a cocktail in the other, and a curated group of Quebec creators treating the whole evening as one long, unscripted shoot.
The activation, produced by One Way for T-O Mirabel (the terrace and social putting space inside the Time Out Market Mirabel complex), was built around a specific problem: how do you convince the North Shore that a mini-golf terrace is a summer destination in its own right, not just a stop on the way somewhere else? The answer, as it usually is with experiential marketing, was to stop telling people and start giving them something worth filming.
A Rooftop Built for Summer
The brief was simple on paper and harder in execution: position the T-O Mirabel terrace as a must-visit summer destination for the North Shore and Greater Montreal, and do it through content people would actually want to watch rather than a paid placement they would scroll past. One Way's influencer team sourced close to forty lifestyle, outings, food, and social-golf creators through Modash, screening for fit with the brand's world rather than raw follower count.
What made the night work wasn't the mini-golf course alone, though it got plenty of use. It was the full package: bites, an open bar, a tropical atmosphere, and a setting built for the kind of candid, unscripted photo a creator actually wants on their own feed rather than one they were paid to post.
Jessika Beaudin, T-O Mirabel
Ten Creators, One Night
The next morning, One Way's own Instagram account reshared every creator who had posted from the event to its Stories: ten in total. Among them were two One Way talents who came out for the night themselves: Ines Lalouad, whose wellness and lifestyle audience made her a natural fit for exactly that kind of content, and Stevens Dorcelus, One Way's co-founder, who spent the evening on the course right alongside everyone else.
It's a small operational detail with an outsized payoff. Rather than asking creators to tag a brand and hope for organic visibility, the agency does the amplifying itself the next day, turning ten separate posts into one coordinated wave of reach instead of ten scattered ones.
| Detail | Figure |
|---|---|
| Date | September 14, 2026 |
| Venue | T-O Mirabel rooftop terrace |
| Format | Mini-golf, bites, open bar |
| Creators sourced | Around 40, via Modash |
| Creators reshared | 10, including Ines Lalouad and Stevens Dorcelus |
| Combined Stories reach | 23K+ and still being measured |
Why It Worked
The instinct to trust a lived experience over a paid ad isn't just a hunch. Research from EventTrack on live brand experiences found that 98% of attendees who already had some interest in a product or service said the experience made them more likely to buy it, a number that helps explain why brands keep showing up in person instead of running another paid social flight.
For T-O Mirabel, that logic plays out one Story at a time. A creator who genuinely had a good night on the course is a far more convincing spokesperson for a summer destination than any billboard on the way to Mirabel. The full case study breaks down the reach the activation generated, along with the caveats worth knowing before reading the number.
What Comes Next
The T-O Mirabel night is the second rooftop-style activation One Way has run this summer, and the playbook is starting to look repeatable: source creators for fit rather than follower count, build an experience worth filming, and let the agency's own channels run a second lap of amplification the next day. For brands weighing whether an event like this is worth the lift over a straightforward paid partnership, our playbook on collaborating with influencers and our primer on what influencer marketing actually means are a good place to start.
