The reason experiential marketers produce branded events is to establish an emotional connection with their audience, earn their loyalty, and, ultimately make them feel special. Every last event attendee should feel like they were cordially invited to an exclusive VIP experience, even if they purchased tickets or the event was open to the public.
Why host one brand activation, when you can host three?
HGTV teamed up with the construction crew and tiny house aficionados at Tiny Heirloom to create the ultimate tailgating experience - inside a tiny house. Traveling to three college tailgates (Florida State University, University of South Carolina, and University of Tennessee), HGTV Tiny Tailgate transformed a 225 square-foot tiny house into a tricked out entertainment center.
Originally published on Event Marketer on October 12, 2016 by Rachel Kirkpatrick. Check out the article on country music events in its entirety here!
It can be indie, it can be gritty, it can be rock and pop. It’s on primetime à la the CMA Music Festival’s annual “Country’s Night to Rock” (called the most social show of the year by Forbes in 2014). And thanks to Blake Shelton, the country music genre has earned mainstream influence on NBC’s hit singing competition, “The Voice.”
VidCon, Comic-Con’s younger sibling, is a three day, millennial-centric extravaganza. Celebrating the creativity of today’s youth and the ever changing entertainment environment, Vidcon is a bit of a double edged sword for the marketing industry. On one hand, it offers a one-stop-shop ticket to connect with thousands of millennials. The problem, however, is that this demographic is programmed to tune out anything that remotely resembles an advertisement, so marketing can be a bit tricky.
We live for Comic-Con. Pop2Life has been activating at the annual gathering of all things geek for more than five years now. At the end of each event the same thought repeats itself - How will we ever top that? Yet, we always do. We've pulled off some pretty unbelievable activations, includingConan Bingo, The Ender's Game Fan Experience, and The Walking Dead and the trend didn't stop for 2016.
As an intern in the P2L marketing department, I’ve seen so much behind-the-scenes work in action - endless brainstorming sessions, production planning with clients and vendors, building and breakdown, and everything else that goes into executing a successful event. So it was about time I had the (amazing) opportunity to experience an activation!
The Pop2Life team is prepping for Comic-Con 2016. We’re packing our cosplay outfits, Yelping fish taco spots, and trolling the cast of Suicide Squad on social media (WIll Smith, I’m a nice and normal girl once you get to know me…).
The Pop2Life team just wrapped up a full week in Nashville, TN for CMA Fest. We laughed, we cried, we built a lodge. Every year, the Lodge is one of the biggest, baddest activations we produce - comprised of months of planning, permits, artist signings, radio sweepstakes, social prep, and surprise additions. If you missed it, check out our list of the 11 coolest things that happened at the HGTV Lodge.
Growing up, going to the mall was a destination planned with the same thought and expectation as an all expenses paid resort vacation would be now as an adult. Everything was scheduled ahead of time, usually on a conference call (insert joke about post-modern iPhone life here), in which at least six teenage girls decided who was “invited,” at what mall and at what time, which stores we would hit, which food court kiosk was best, and whose mom was picking us up.