1. Put Them Where Guests Snap Pics
If your event has an oversize prop, eye-catching decor piece, or some other feature guests are likely to want to photograph, that element is a smart place for a hashtag—and it's bound to make its way online throughout the night. For instance, a Los Angeles event for British Airways and Variety saw hashtags splashed in the front windshields of traditional British black cars. Similarly, Diesel printed the hashtag for its Reboot campaign last September on large-scale installations in New York's Union Square.
Photo: Joe Scarnici/Getty Images for Variety
2. Place Them Where Guests Can't Miss Them
Hashtags printed on items that guests hold in their hands throughout the course of an event—say, a fan giveaway at a promotion, or a table card for a seated meal—cannot be easily ignored or forgotten. At Essence magazine's Black Women in Hollywood Oscar luncheon in Beverly Hills, hashtags and handles decked seating cards for easy reference.
Photo: Alesandra Dubin/BizBash
3. Add Them to Activities
When events offer beauty and grooming treatments, guests are likely to feel compelled to share their post-experience transformation, whether it's a new hair look or a fresh manicure. At HBO's Luxury Lounge during the Emmys in Los Angeles, mats under mani stations encouraged social snaps for guests receiving Marc Jacobs Beauty manicures. And at Herbal Essences lounge at BMF's Hard Rock Hotel party during Lollapalooza in Chicago, hashtags on nearby signage encouraged guests to post beauty shots.
Photo: Alesandra Dubin/BizBash
4. Use Them to Encourage Interaction
Hashtags that encourage interaction on site through gamification or another kind of activity are sure to facilitate broad interaction online as well. At Target's Feed U.S.A. event, menus encouraged guests to interact and mingle with tablemates through social media prompts on menus.
Photo: Nilaya Sabnis
5. Create Subliminal Reminders
Sometimes, it's not the biggest message that makes an impact, but the subtle and cleverly rendered one that gets guests' attention. For a look that was well integrated with the venue's existing decor, Pandora launched a new jewelry collection in Los Angeles and emblazoned the Mondrian hotel's bold oversize planters with hashtags.
Photo: Stefanie Keenan
6. Put Them Where Guests Are Likely to Linger
Hashtags get noticed in places where guests spend much of their time on event day—and where they have physical space and incentive to hang out. Certainly, a photo activation is a compelling incentive: Evian's photo activation at the South Beach Wine & Food Festival in Miami put a hashtag right above the action, where it was sure to make its way online.
Photo: Elizabeth Renfrow for BizBash
7. Offer Rewards for Using Them
Turning tweeting into a competition drives major social media engagement—not to mention huge buzz at the event. During Mercedes-Benz Fashion Week Swim, prompts directed guests to use a tweet-operated Polaroid vending machine at the Ocean Drive Sun Covered Pool Party.
Photo: Tracy Block for BizBash
8. Pick a Medium That Gets Them Noticed
Hashtags printed on ordinary signage might get overlooked as guests' eyes glaze over to unremarkable displays. But employ a surprising medium to communicate the message and it's sure to get noticed—and photographed for social media. For example, Sonos used lipstick to playfully jot its event hashtag in an unmissable way.
Photo: Alex Porter/Getty Images
9. Make Them Public—In a Big Way
Sure, promoting hashtags within the boundaries of an event can get guests interacting. But put them outside the event's official walls and you're more likely to capture a bigger crowd. At the Cannes Lions International Festival of Creativity, a 3-D projection of tweets using the official event hashtag appeared on a 35- by 65-foot billboard. The digital activation, created by Incredible Machines, ran at night, while during the day the billboard showed a static image of the hashtag printed on canvas. Similarly, AOL placed its hashtag on a giant billboard outside the venue of its upfront event during Advertising Week in New York.
Photo: Courtesy of Twitter
10. Supply the Technology
Every guest is likely carrying a smartphone in his or her pocket. But making social sharing as easy for guests as possible can only further encourage the behavior—so try printing hashtags right alongside displays of smartphones or other devices. At Samsung's tent at the Life Is Beautiful festival in Las Vegas, attendees ordered free frozen yogurt and designed T-shirts from devices at stations emblazoned with the activation's hashtag.
Photo: Alesandra Dubin/BizBash
11. Make It Edible
Putting hashtags on food isn't just a tasty idea—it's Instagram bait to boot. An event invitation to the Time Warner Cable Studios pop-up in New York before the Super Bowl came with a hashtag printed right on top of a cake.
Photo: Carolyn Curtis/BizBash
12. Make Them Selfie-Friendly
It's no secret that guests want to photograph themselves—and their friends—for their social media profiles. So if you put your message right in their field of view, you'll capture their attention—and social media impressions. At Prive Salon in Los Angeles for the Colgate Optic White beauty bar ahead of the Golden Globes, handles and hashtags decked mirrors.
Photo: Alesandra Dubin/BizBash
C2 Montréal took place in Arsenal, a shipyard complex built in the mid-1800s that has been transformed into a vast contemporary art gallery.
Photo: Agnieszka Stalkoper
Between speakers in the main Forum Microsoft space, author and strategist Justin Kingsley presented segments called C2 Minutes, lighthearted and interactive experiences designed to unite attendees and provide a taste of Montreal culture.
Photo: Jimmy Hamelin
The event’s “Narrative Space” included a variety of interactive activities, including a photo booth known as TouchBooth that reacted to contact between people.
Photo: Jimmy Hamelin
Organizers asked every attendee to bring a food item or make a monetary donation as part of an initiative to donate one million meals to fight hunger around the world.
Photo: Jakub Mosur Photography
This year’s Dreamforce attendees came from 91 countries.
Photo: Jakub Mosur Photography
Dreamforce is known for bringing in many prominent keynote speakers. The 2014 list included Hillary Rodham Clinton (pictured), Al Gore, Anthony Robbins, and Eckhart Tolle.
Photo: Jakub Mosur Photography
Attendees worked together to package meals on the first day of the conference.
Photo: Jakub Mosur Photography
To make the sport less intimidating for beginner players, American Express provided detailed information about the handicap process. The setup included take-home brochures about how to calculate a handicap, as well as a list of celebrity handicaps. (Vice President Joe Biden has a handicap of 8.2, while Super Bowl M.V.P. Joe Flacco’s is 9.4.)
Photo: Courtesy of American Express
American Express offered one-on-one swing analysis and instruction from P.G.A. professionals. Using cameras and motion-sensor technology, the pros addressed where each participant could improve. As an added perk, card members received an additional 10-minute video analysis via email.
Photo: Courtesy of American Express
Memorabilia from the U.S.G.A. Museum was on display, highlighting the four previous U.S. Open Championships held at Merion (1934, 1950, 1971, and 1981). The exhibit featured photos, historical accounts, trophies, and other artifacts celebrating the history between the golf club and the association.
Photo: Courtesy of American Express
American Express provided complimentary CourseCast Radio earpieces to card members and fans on Friday, Saturday and Sunday. The devices were tuned to the ESPN Radio broadcast of the championship, making it easy for attendees to keep up on the action going on throughout the course.
Photo: Courtesy of American Express
For the second year in a row, renowned golf trainer Sean Cochran (who counts Phil Mickelson among his clients) was on hand with a team of experts to promote overall physical fitness in the game of golf. Cochran stressed the importance of thinking of golf as a complete physical activity, not just the act of swinging a club.
Photo: Courtesy of American Express
Located in Spectator Square, the American Express Championship Experience tent created a welcoming environment for fans and card members. Attendees could get a break from the heat or the torrential downpours in an air-conditioned tent complete with comfortable seating and a slew of interactive, golf-related activities.
Photo: Courtesy of American Express
At the opening-night party, organizers helped attendees meet one another by having them play “Networking Bingo.” Guests had to gather Twitter handles of fellow attendees that met the criteria indicated in the 16 boxes on the card.
Photo: Courtesy of Social Media Marketing World
The second night of the conference, guests mingled as they played “social karaoke” while cruising around San Diego Bay aboard a 1,000-person yacht.
Photo: Courtesy of Social Media Marketing World
Topshop hung monitors made to look like birdhouses inside its Oxford Circus store during London Fashion Week. As images from its fashion show played on the screens, the monitors shared "chirps"—brief birdsong-like sounds that activated data on nearby mobile devices running the Chirp app.
Photo: Courtesy of Topshop
Brin Lewis (left), Lynae Cook (center), Stephanie Infantino
Photos: Courtesy of Brin Lewis, Lynae Cook, and Stephanie Infantino
Stackable Sensations' Saviour Universal USB Charger ($8.60 each for 50) can charge two devices at once and includes a logo display.
Photo: Courtesy of Stackable Sensations
UtherConvention attendees could peruse three tables of virtual gift bags.
Photo: Courtesy of Utherverse World Development
Body at ESPYs 20
In the Belasco's theater, DNA linked five separate screens together by having content transition from one screen to the next, creating what felt like one projection surface with moving video images. The stage was used for performances by R&B singer Miguel and rapper Big K.R.I.T.; former N.F.L. player Eddie George also provided music as the DJ.
Photo: Line 8 Photography. All Rights Reserved.
Microsoft enlisted Pacific Northwest-based creative and digital agency Roundhouse to create a public activation in San Francisco’s financial district called the Infinity Room in April 2014. The experience allowed visitors to visualize data generated by the company’s latest technology.
Photo: Courtesy of Roundhouse
Fullstream hosted an after-party following the Streamy Awards for a crowd of millennial and Gen Z guests.
Photo: Paige Jones
Instagrammable tabletop decor like succulents, terrariums, and other objects encouraged social sharing.
Photo: Paige Jones
Neon striping decorated the event space.
Photo: Paige Jones
Guests could discover—and share—decorative objects including owls, meant to conjure emoji in real life.
Photo: Paige Jones
Hashtags throughout the space underscored the notion of digital and live spaces converging within the party.
Photo: Paige Jones
The neon striped decor lent a bold, graphic, and youthful look apropos of the crowd.
Photo: Paige Jones
Tiny animals dotted decor and encouraged guests to share using the #EmojisintheWild hashtag.
Photo: Paige Jones
Confetti and props were available for guests to play with at a slow-mo video booth.
Photo: Paige Jones
The Breakers Palm Beach
Bored of traditional theater- or classroom-style room setups? Designing a arrangement with an assortment of furniture "is an ideal way to provide flexibility and choices for attendees’ different personalities," says Michele Wilde, the resort's director of conference services and event sales.
Photo: Courtesy of the Breakers Palm Beach
The Breakers Palm Beach
Comfort is a priority, especially during lengthy meetings, Wilde says. Offering multiple seating options can keep attendees engaged and also suit different personalities.
Photo: Courtesy of the Breakers Palm Beach
The Breakers Palm Beach
A threesided set up gives attendees a sense of proximity to the speakers.
Photo: Courtesy of the Breakers Palm Beach
Quartz's the Next Billion: New York
Quartz also experimented with seating. In the front of the room there were couches reserved for V.I.P. guests, and in the back of the room there was a row of high-top tables where laptop users could work.
Photo: Courtesy of Quartz
Quartz's the Next Billion: New York
Bags that attendees received at registration had various charts taken from Quartz stories that could serve as conversation starters.
Photo: Courtesy of Quartz
Quartz's the Next Billion: New York
Q&A sessions with speakers continued in a designated space outside of the ballroom. The move allowed more intimate access to speakers.
Photo: Courtesy of Quartz
Quartz's the Next Billion: New York
Quartz encourages its sponsors to bring unusual and engaging activations to its events. One example was a fully functional mini planetarium from Qualcomm.
Photo: Courtesy of Quartz
'Variety' and 'WWD' StyleMakers Event
Not every event wants to meet at a hotel. Variety and WWD chose Smashbox Studios for a different feel.
Photo: Courtesy of Variety
'Variety' and 'WWD' StyleMakers Event
An unexpected addition to the stage was a DJ booth.
Photo: Courtesy of Variety
'Variety' and 'WWD' StyleMakers Event
Before lunch and the presentation, guests gathered in a sponsor activation area. Its design had a look consistent with the main room, with the same color palette and furniture rentals.
Photo: Courtesy of Variety
Photo: Courtesy of Surkus
