Bad Ass Summer Brand Activations
BRAND ACTIVATIONS & MARKETING, CAMPAIGN, EXPERIENTIAL
Brands are hyping up summer 2017 with traveling treadmills, tequila, stunt doubles, and engaging consumers along the way. Here are our favorite brand activations of this summer (so far).
We re big tequila drinkers at Decibel Management (especially after a successful event), so this one is our favorite. The Patron the Summer Tour is traveling around the US and UK from May to August with top-notch bartenders to whip up some summer inspired tequila cocktails. Aside from a truck load of their tequila, Patron is also bringing a GIF booth, bikes that blend your margaritas when you peddle, and Patron popsicles to their visiting cities. We couldn t think of a better way to spend a Sunday.
More Than Miles Tour by lululemon
The More than Miles Tour by lululemon is bringing a truckload of their gear to select cities in the US and Canada .literally. Traveling in a Test Truck with a state-of-the-art treadmill to connect with running communities. Runners can test out the treadmill in lululemon gear and keep the clothes when they re done with their on-site workout. Most of the onsite staff at Decibel Management swear by lulu for our own gigs, so we re hoping their next truck stop is in Raleigh or D.C.
Coca Cola surprised Ipanema Beach goers last to promote their latest packaging with some free cans. And by some , we mean 500. In a massive block of ice that weighed 8 tons. Pretty impressive stuff. Beach goers were seen breaking the ice with beach toys to get their can of Coke in a time when they wanted it most. A+ Coke.
Spiderman gets his fuel from somewhere. The release of the new Spiderman movie already has been producing a lot of buzz, but we have to give New York agency Thinkmodo the credit for this one. At participating Starbucks stores, Spiderman drops from the ceiling to retrieve his coffee order, but scaring the shit out of customers in the process.
Breaking the ice is never easy. Publicis teamed up with Nescafe and developed the hello bench as a way to initiate conversation between strangers. The activation included a shrinking bench, free coffee and a nudge in the right direction. This shifty bench gets smaller as two people sit on it cue conversation starter.
Top 3 Experiential Marketing Campaigns of 2017 (Thus Far)
BRAND ACTIVATIONS & MARKETING, EVENT INDUSTRY, EVENT PRODUCTION INSPIRATION, EXPERIENTIAL, LIVE EVENTS
Experiential marketing. Engagement marketing. On-ground marketing. Event marketing. Whatever you want to call it, can be very successful if done right.
The goal of experiential marketing is to form a memorable connection between the consumer and the brand to make a lasting impression, influence purchase decisions and ultimately build brand loyalty. It s proving to be a valuable part of a company s marketing plan, especially for large, faceless brands who can be viewed as out of touch with the general public.
With the explosion of new technology (like virtual reality) in the past year, combined with good ol fashion creativity, we expect 2017 to show us big things for experiential marketing. Here are some of our favorites so far.
The Casper Nap Tour & SXSW Takeover
Casper, one of the heavy-hitters in the mail order mattress-in-a-box industry, took this year s South by Southwest Festival by storm. For starters, they had their Nap Tour RV strategically stationed to help exhausted festival goers take 8-minute power naps. Attendees got to experience the comfort of a Casper mattress in a private pod, complete with slippers, a cold brew coffee, and a dog bed if they also had a furry friend.
Casper also partnered with the Standard Hotel s One:Night app to help people find a last minute, reasonably priced hotel room in an otherwise completely booked city. Each day at 3:00pm, the One:Night app released 20 rooms that could be booked for just $99 (more reasonable than the other hotel prices in downtown Austin during this time, which ranged from $250-$1,200). Guests got to sleep in comfortable rooms outfitted with a Casper mattress, pillows and slippers. Car service was provided by Tesla, and you could even request a real mom from the front desk to come read you a bedtime story.
Thanks to Mother Nature, Casper really solidified themselves in people s memories when an unexpected snowstorm cancelled flights in the North East at the end of SXSW. Casper extended their event to help stranded attendees find rooms, and even threw a Stranded in Austin party with rapper Warren G.
Talk about turning a nightmare into a dream.
XFINITY Fast & Furious Drive-Out Cinema
XFINITY partnered with the release of the next Fast & Furious movie, The Fate of the Furious, to take two of their customers on the ride of their lives. Excited to see and sit in some of the super cars from the movie, the two contest winners strapped in to watch a sneak peak of the film. That is until the people in the driver s seat suddenly discovered that the keys had been left in the car. Cue revving engine, confusion and adrenaline.
Turns out the people in the driver s seat were the actual stunt drivers from the movie, and they take the two unsuspecting super fans straight through the wall of the theatre and into an explosion-packed stunt ride. It was literally just like a scene from the movie. While this experience wasn t had by many people in-person, the YouTube video posted about it did a great job of capturing the event. While watching, you instantly start imagining what you would do in that situation. It evokes a feeling, a rush.
Plus, it s just flat-out funny to watch these people s faces as they flail about doing donuts next to impressive pyrotechnics.
Crayola Retires a Classic
Crayola made waves in the social media sphere by announcing that they were going to retire one of their iconic crayon colors from their 24-count box. They set up a giant box of crayons in Time Square, and had a countdown going on their website to March 31, 2017 (National Crayon Day) when they were going to announce live on Facebook which color would be getting the ax. Engagement and buzz on social media was high, as Crayola encouraged people to share which color they hoped to keep around (there s lots of Cerulean fans out there).
As it turns out, a box of the new crayons made its way onto shelves one day ahead of schedule, and of course an excited fan spotted it and posted it to Twitter. We give major props to the Crayola social team for reacting to this leak swiftly and positively by saying the color Dandelion just couldn t wait, and decided to announce his retirement a day early. This fast-thinking, positive spin saved the campaign, and may even end up gaining it more attention in the long run. Who doesn t love a good spoiler scandal? Here s wishing that Dandelion enjoys his golden years.
Do you have a favorite 2017 experiential marketing campaign that didn t make this list? Let us know! Tweet us at @DecibelEvent. We re social butterflies.
Top 5 New Gadgets and Technologies We re Excited For As Event Managers
BACKSTAGE, EVENT COLLATERAL, EVENT INDUSTRY, EVENT PRODUCTION TECHNOLOGY, EXPERIENTIAL, MOBILE MEDIA
Earlier this year, Las Vegas played host to the largest tech conference of its kind, the Consumer Electronics Show 2018, or CES 2018 for short. The event showcases technology and cool gadgets, both real and conceptual, entering into the consumer realm. Here at Decibel Management, we re also excited to embrace (and play with) new technology and see how we can implement it into the world of event management. We paid close attention to the news coming out of CES this year as well as other tech markets and here are some items we are looking forward to seeing change the events game.
1. Samsung s The Wall Television
Come on. This is an easy one. A 146-inch micro-LED screen that is adaptive to its surroundings and has nearly endless customization features? Yes please. The Wall allows you to change the size and shape of the display, making customization of visuals and presentation limited only to your imagination. It can also mimic the area it is mounted to, allowing it to disappear from view or allow for more focused areas within the screen. Visuals are a fantastic way to gain engagement and attention at events and The Wall has the size for both main stage focus and the discreetness for professional and intimate settings. Price tag: don t-care-we-want-one USD.
2. Laptop/Tablet Combo Computers
Going to be honest. We don t think combo computers is the official name for these devices, but we liked the way it sounded. Essentially these are laptops that can convert and fold over to function as a touchscreen tablet. While this technology has been around for a few years, it is only now actually being perfected and made to be less clunky. Take Dell s XPS 13 2-in-1 for example. It has a sleek design, is responsive and has great battery life. As event managers we are running around, like constantly. Being able to work on the go, while standing, lying down or trapped in a shipping container is essential and the 2-in-1 technology is making that easier. Now if only Apple would get on board.
3. Projection Phones
The headline says it all. These are phones that can project videos, pictures and media onto any surface. Again, small projection devices have existed for a few years but they are just now starting to live up to expectations. Look at the Movi Phone unveiled at CES 2018. It s an Android smartphone that can project in beautiful 720p. Granted that s no 1080p, but come on it s literally shooting out of the back of your phone. As event managers, being on the road and having to respond quickly comes with the territory. Projection phones allow giving on the fly presentations or adding quick visuals to a space easy and relatively affordable.
4. Augmented & Virtual Reality Technology
Augmented and virtual reality is on the rise in 2018 (or at least Steven Spielberg hopes it is) and has the potential to have a significant effect on the events industry. For the first time ever you don t actually need to attend an event in order to be there. Hell, there doesn t even need to be an actual event space anymore. Just strap on your virtual reality gear and suddenly you re at the Bellagio for your company s sales conference. The best part is that the equipment for this technology is pretty affordable too, with many AR and VR devices only costing a couple hundred dollars. Don t get us wrong, we believe there is no substitute for true in-person engagement, but we are excited to see how this new technology will change the industry. At the very least it could make the conference calls between our D.C. and NC offices a little more entertaining
5. Wireless Charging
We know. Charging your device does not sound as sexy as a 146-inch high-def modular TV from the gods (please someone buy us The Wall ) but it s a great example of a subtle technology that will change our lives as event managers. Companies like Powercast and Energous have developed technology that allows your devices to be charged wirelessly .THROUGH THE AIR. Imagine never having to be tethered to a wall again while
you re late for a presentation but you need to send out that one last email so you don t get fired and oh God your kid s school is calling now, damnit what did Billy do this time. Well, this scenario could soon be a thing of the past, well at least the being tethered part, Billy is still a monster. At Decibel, we are seriously excited at the prospect of an entire event space being charged. All the attendees no longer having to fight over the two outlets in the venue, everyone happily snapping pictures, sending emails etc. while throwing caution to the wind over their power bar levels. Ahh.
Honorable Mention: Self Delivering Pizza Trucks
It s a thing now and we don t think this requires an explanation. Just hurry up and get to Washington, D.C. already.
Audience Engagement: A Trend To Watch Literally.
BACKSTAGE, EVENT COLLATERAL, EVENT INDUSTRY, EVENT PRODUCTION TECHNOLOGY, EXPERIENTIAL, MOBILE MEDIA
While 2018 may only be in its infancy, we have already seen some amazing productions take place. The first few months of this year have played host to some of the largest global events in the industry. One trend we here at Decibel Management are seeing consistently is how planners have up d the game for audience engagement, but not just for those in attendance, but rather those viewing at home.
The Super Bowl:
Polls show that 92{04d9822e7d95da125d508d8e1efbcf2edc79acd8aec1f0bbdcbd6a6f684f9bb3} of Super Bowl views can t even name the two teams playing in the game (not a real stat). But let s face it, most of us just watch for the commercials and to have an excuse to gorge yourself on various batter & sauce covered foods. That s why the people behind the Super Bowl are always looking for ways to have viewers turn the sound back up on their TV once the commercials are over. This past year marked Super Bowl LII (that s 52 for those of us who forgot our Freshman year Western Civ lectures) and the producers brought in a big hitter for the halftime show. None other than JT himself, Justin Timberlake. While many viewers may have watched the half-time show in hopes of another wardrobe malfunction , unfortunately, Janet Jackson s invite was lost in the mail. However, the production teams came up other tactics to make viewers feel like they were right there in the mix. Much of the halftime show was shot at ground level in single shot format, the camera moving around the field with Timberlake, resulting in a viewing experience designed to make you feel like you were in the stadium walking alongside. The icing on the cake came towards the end of the performance when Timberlake entered the stadium s seating area to dance and sing with those in attendance, thus helping to further remove the wall between performer and audience. We even got a new meme out of it! #selfiekid
The 2018 Winter Olympics In Pyeongchang:
The Olympics are notoriously difficult for producers. Whether it s the time differences (this year saw a nearly 12-hour gap for the US East Coast and Pyeongchang) or viewers lack of interest in hurling a rock down an ice rink and sweeping it along. There are many hurdles to overcome when coming up with strategies for this event. NBC had an interesting tactic for this year s games Quantity. NBC live-streamed a record-breaking 1,800+ hours of coverage, including every single event, over 100 medal events and 24/7 news and highlights, almost doubling their coverage from the 2014 Winter Olympics in Sochi. Viewers had more access and viewing options to this global event than ever before, making the Olympics feel more accessible and approachable. So sorry to all the chumps who bought round-trip flights to South Korea, chances are the fans at home got way more Olympic intake than those in attendance. Which is great news if you love shooting guns while cross-country skiing.
The Academy Awards:
The Oscars have seen declining viewership in recent years. The 2018 Academy Awards saw the lowest ratings ever. Yep. EVER. It was the least watched Oscars broadcast since their inception, down a whopping 19{04d9822e7d95da125d508d8e1efbcf2edc79acd8aec1f0bbdcbd6a6f684f9bb3} from just last year. I mean, who doesn t love a four hour ceremony of celebrities thanking themselves. However, while viewership may be down amongst this event that many people see as being out of touch or unrelatable, it s not for lack of trying. This year s awards included a segment where host Jimmy Kimmel surprised a theatre full of unsuspecting movie-goers with a who s who of celebrities handing out snacks and talking with the audience. You see, THEY RE JUST LIKE US! The Oscars team also attempted to poke fun at themselves a bit, by having a jet-ski giveaway for the recipient with the shortest acceptance speech. While elements like these work to remove the barrier between Hollywood and the audience, it s clear the Academy Award producers face an uphill battle if they want to get back to where the ratings used to be. Our vote: host the next ceremony at the Super Bowl halftime. It ll be a win-win.
With all this emphasis on audience engagement for those not in attendance, we are interested to see how this could have an effect on live event production moving forward. New tech and production techniques are making it easier and more cost effective to have offsite attendees. As an event management team, we believe there is no substitute for in-person impressions, but this is definitely a trend we ll be tracking and embracing.
dB Blog #318: The Best of Both Worlds: Hybrid Events Offer Unique Benefits
BRAND ACTIVATIONS & MARKETING, COMPANY NEWS, EVENT INDUSTRY, EXPERIENTIAL, LIVE EVENTS, PRODUCTION, TIPS & TRICKS, UNCATEGORIZED, VIRTUAL EVENTS
It s no secret that producers of large-scale events have had to quickly rethink almost every aspect of their existence due to the COVID-19 pandemic. Hybrid and virtual events took off, becoming the new normal for marketers and event organizers, with the majority of major events using updated technologies in their event planning to accommodate new health and safety concerns.
Hybrid events are not new. They have been around for years now, usually consisting of an in-person event combined with some kind of live streaming technology that allows viewers at home to tune in. That format still exists, but is quickly evolving. The COVID-19 pandemic has added serious fuel to the fire, necessitating events to embrace virtual and hybrid options, which ultimately means new technologies and greater innovation. Here are some awesome benefits hybrid events can provide for audiences and event organizers.
Let s start with some data. A recent study conducted by LinkedIn, based on interviews with more than 1,800 marketers across 13 countries, gives us insight into the current attitude of the events industry towards virtual and hybrid events. Of those interviewed, 85{04d9822e7d95da125d508d8e1efbcf2edc79acd8aec1f0bbdcbd6a6f684f9bb3} had held a virtual event in the last year and 28{04d9822e7d95da125d508d8e1efbcf2edc79acd8aec1f0bbdcbd6a6f684f9bb3} said that between 91-100{04d9822e7d95da125d508d8e1efbcf2edc79acd8aec1f0bbdcbd6a6f684f9bb3} of their events are now fully virtual. The same data revealed that event marketers are predicting 40{04d9822e7d95da125d508d8e1efbcf2edc79acd8aec1f0bbdcbd6a6f684f9bb3} of events will be virtual, 36{04d9822e7d95da125d508d8e1efbcf2edc79acd8aec1f0bbdcbd6a6f684f9bb3} will be in-person and 24{04d9822e7d95da125d508d8e1efbcf2edc79acd8aec1f0bbdcbd6a6f684f9bb3} will be hybrid events, combining what could be the best of both worlds, if they are produced well.
Hybrid and virtual events are changing the capability expectations for marketers and event management companies. Skills nowadays should include producing and directing video content, having technical knowledge of different platforms, being able to moderate online comments and discussions, and understanding how to amplify the event on digital marketing platforms after the fact.
While all of that might seem overwhelming, we think it s all worth it and the events industry is largely in our camp. In that same study we mentioned earlier, LinkedIn also predicts many event organizers will develop a digital twin or create an online component of their event to ensure they are getting the most out of their investments. On top of the potential increase in ROI, the shift in the event industry towards hybrid and virtual events also poses serious benefits for audiences, event management companies, and the environment.
Let s put this in the context of hybrid events. Hybrid events are actively experiencing a growth spurt. These new grown-up events will be integrated experiences for both virtual and physical attendees. They can be tailored to individuals preferences, allowing for a wider audience and more speakers, and open the door for more extensive discussions and post-event promotions. They harmonize the magic of an in-person event while enjoying the extensive reach of a virtual one.
For conferences and speaker based events, hybrid events massively widen the scope of the experts from which they can choose. Now, organizers can invite and host speakers from nearly anywhere in the world. With more speakers comes more interested individuals. The virtual side of the event can accommodate many more attendees than an in-person venue ever could.
Hybrid events create the opportunity for the event to stay connected and relevant long after the in-person experience has ended. Organizations and companies can continue to extend the hype around their events with post-event campaigns and/or repurposing content for blogs and social media. This can help retarget attendees, gaining access to an entirely new audience beyond the one that attends the in-person experience. Hybrid events uniquely allow organizers to engage two types of attendees, measuring success both in-person and through an online community that will continue to grow long after the actual event is over.
For the environment, hybrid events, and virtual events even more so, pose an interesting solution to some of the more wasteful practices used for large-scale events. Hybrid events have the added value of maintaining the balance between sustainability and the joy of having an in-person experience. Again, the Linkedin research found that 42{04d9822e7d95da125d508d8e1efbcf2edc79acd8aec1f0bbdcbd6a6f684f9bb3} of organizers will continue to produce virtual events in some capacity because they are more environmentally friendly than in-person sessions, reducing the need for transport, and cutting down on disposable items.
Inclusivity is another awesome perk of virtual and hybrid events. Having a virtual side to an event opens up the experience to more people, especially those who, for a myriad of reasons, might not have been able to access it in-person. Now, anyone can take part in the event from the comfort of their own home, with options for closed captioning, transcription technology, or other health and safety necessities.
This is all predicated on the fact that you produce a Hybrid event well. We have all seen some real disasters and epic fails over the past two years. We have also seen some very large AV companies claim they can host virtual or hybrid events, only to discover that they really do not have a handle on the platform, basic best practices, or have platform tunnel vision for their specific tech platform. What we know is that there is no platform panacea. They all do something really well, and many try to do lots of things pretty poorly. This also includes true accessibility and 508 compliance. With this in mind, it is important to have a solid vendor with an in depth knowledge of the landscape, that can anticipate needs and hiccups before they become problems and one that you trust.
As we enter 2022, we can t wait to see how major events start to push the technological and social boundaries of the industry.
For more information about organizing hybrid events get in touch with the team at Decibel!
Elevating the Ambiance: 5 Awesome Ideas for New Year s Eve Events
BACKSTAGE, COMPANY NEWS, EVENT COLLATERAL, EVENT DESIGN, EVENT INDUSTRY, EVENT PRODUCTION INSPIRATION, EVENT RESOURCES, EXPERIENTIAL, LIVE EVENTS, NEWS, PRODUCTION, TIPS & TRICKS
We don t do boring. Event management requires a high level of creativity. The ability to create inspired, original experiences is the mark of a competent and compelling event management team. At Decibel, we do exactly that. We re not simply talking about big-picture issues here. Consistency and attention to minor details elevate an event from average to exceptional.
Organizing events requires detailed planning and execution, design, marketing, production, stage management, and more. With New Year s Eve around the corner, here are five awesome ideas that can elevate a party s ambiance:
1. Immersive Experiences:
Taking advantage of technological creativity for entertainment purposes allows you to give your event an innovative, immersive aspect. Incorporating interactive displays and all-encompassing experiences will ensure your party is a memorable one. Cater to all five senses, mixed with thematic elements and story driven content. These elements can elevate your event from a typical end-of-year party to an unforgettable experience.
2. Creative Themes and Venues:
Theme and venue are paramount when it comes to event planning. On one hand, you need to make sure your venue aligns with your theme, while, on the other hand, it should check all logistical boxes for your unique event. Get creative, go bold. Try hosting your party in a museum, art gallery, brewery, or a bold architectural space.
3. Phone Charging Stations:
What s worse than an empty phone battery at a party? We ve got you. Include smart charging stations at crowded parties and events to give your guests the opportunity to charge their phones safely. They can pick up a portable battery, charge their phones, and return the battery to any station. These stations are present in many venues, including the Las Vegas Convention Center or MGM Grand Garden Arena.
4. Go Live With 3D Virtual Platforms:
Virtual and hybrid events can be just as entertaining, interactive, and professionally produced as in-person ones. When going live on a 3D platform, virtual guests can create their own holographic avatars that can run, jump, wave, dance, and do other things, making them perfect for participating in any party! Webcams on avatars may be turned on and off, allowing for live presentations or face-to-face chats. Attendees can also keep digital information in a briefcase to view or download directly to their devices.
5. Crowd Control Solutions:
When planning large scale events, there are a few safety measures one should consider. Floor mapping, organizing crowd control solutions, and COVID safety measures are essential for a safe and secure event. After being under lockdown and separated for two years, the intensity of the audience must be considered. Our team at Decibel provides custom plans for our clients in order to maintain safety and ensure a successful event every time. This is something not to forget.
We hope you have a very Happy New Year s Eve and wish you the absolute best for the upcoming year!
Want to learn more about planning and executing a successful NYE party? Reach out to our team of experts and we ll get it handled.