Mashable describes itself as a global media company “that informs, inspires, and entertains the digital generation.” That mission also drives its experiential marketing strategy, resulting in a diverse portfolio of events, from the buzzy and playful Mashable House at South by Southwest in the spring to the activist and inspirational Social Good Summit in the fall.
Natasha Mulla, 34, has been Mashable’s director of events since 2014. She says the company’s events, which totaled more than 30 in 2015, are each unique and yet linked by a common theme. “Our audience wants to know what’s new and what’s next, and that’s part of what we are trying to make happen,” Mulla says.
Since Mashable is an online brand powered by social sharing, its events also incorporate elements to extend their reach beyond the physical experience. At the Social Good Summit, which convenes world leaders, activists, and foundation leaders to address issues such as poverty, education, and climate change, the presentations are translated into seven languages and streamed online to more than 200 countries.
“The conversation is the focus, and getting out the message to as many people as possible is the goal,” Mulla says. At South by Southwest this year, the Mashable House offered a variety of shareable activities, such as emoji-inspired temporary tattoos from Tattly, the PepsiCo NSPIRE Photo Booth, a virtual reality bar provided by the city of Las Vegas, and a speakeasy-style lounge— accessible only those who follow Mashable on Snapchat—serving what it described as “Pinterest-worthy overnight oats served in Mason jars” from partner Quaker.
“The power of having that experiential is it can help create a physical product for us,” she says. “It’s the method that we [use to] close the gaps between offline and online.”
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