Photo: Aaron Davidson
Held at the Sony Pictures lot in Culver City, the launch featured a special performance for more than 400 teens by Austin Mahone. "It was important to select the right venue because we wanted it to be centrally located for our teen audience, since it was on a Tuesday night," said Scott Floyd, chief operating officer and executive vice president at PMK-BNC. The chosen venue offered a fun, outdoor atmosphere coupled with ample space to build a stage and custom activations.
Photo: Getty Images
The entrance was framed by walls of falling water, designed to give guests the feeling they were entering a virtual oasis.
Photo: Getty Images
Once inside the venue, bright and colorful signage and lights led guests around the perimeter of the space to different activity booths. Areas included a photo booth, which was complemented by stations where guests could make iPhone cases and T-shirts printed with custom digital artwork.
Photo: Getty Images
Special 16- by 30-foot trusses that held a unique water display spelling out Aquafina and "Make a Splash" made for a dramatic visual.
Photo: Getty Images
Not only were Austin Mahone's social media channels displayed for guests to encourage interaction, but R.F.I.D. bracelets also allowed the attending teens to share content from the event via Facebook and Twitter. The bands were activated via an email sensor whenever brand ambassadors snapped their photos. Pictures included a branded Aquafina overlay when shared.
Photo: Getty Images
As part of the event decor, and also because the event was alcohol-free, displays of Aquafina's colorful new sparking water beverages were placed throughout the venue.
Photo: Getty Images
Catered by Wolfgang Puck, the dessert buffet offerings were all infused with and themed by the Aquafina FlavorSplash light water enhancers. As with the build-your-own-burger station and taco bar, the passed foods were all teen-friendly, including items like chicken-and-waffle sliders, French fries, and soft pretzels.
Photo: Getty Images
As the brand's first-ever event specifically aimed at the teen market, the launch of Aquafina FlavorSplash was just one of what will be several more marketing-driven events targeted at the ever-growing influential audience of 14- to 19-year-olds.
Photo: Getty Images
Photo: Courtesy of Altimeter Group
One way to keep online attendees engaged in your event's content is to use an online host or virtual M.C. Emilie Barta hosts online events for organizations such as the American Public Works Association.
Photo: Courtesy of Emilie Barta
