The credit card company enticed cardholders to tweet about the iHeartRadio Music Festival via an interactive vending machine that provided them with a unique hashtag and prize once they posted a message about the event. Prizes included $10 prepaid MasterCards and free music downloads.
Mashable House at SXSW 2014
Submitted by Mashable
At South by Southwest Interactive 2014, the Mashable event team aimed to create a buzzed-about experience that would resonate not only with the Austin, Texas-based Internet-savvy attendees, but also with the brand’s digital audience of 17 million social media followers. The result was Mashable House, a three-day activation filled with one-of-a-kind photo ops and attractions. More than 4,700 guests attended to get pictures with Internet celebrity Grumpy Cat, to recreate Miley Cyrus’s infamous “Wrecking Ball” video, and more, which were then shared extensively on social media. There was also a secret speakeasy within the house; to enter, guests were required to follow MashableEvents on Twitter and tweet using the hashtags #MashSXSW and #TheEasterEgg. Overall, there were 3,900 Twitter mentions of #MashSXSW and 99 million Twitter impressions.
A room with heavy draping by Revelry showcased a lace-topped table, which also served as Instagram bait for the social media-minded guests. Social media prompts on the floor encouraged and guided their posts.
