Although it may be slow, a comeback for live events is on the horizon. While we all patiently await clinking glasses at an opening cocktail reception and being front row for educational sessions, big-time brands such as Chase and Southwest Airlines have found creative ways to stay connected to their loyal audience while large, branded conferences, experiences, and more are on hold.
One of five pop-ups took glamping to the next level with a canvas teepee surrounded by cushions, woven lanterns, and unique greenery.Photo: Rachel Rodgers
In partnership with Brides.com and FleishmanHillard Inc., the two brands teamed up and tapped event planning and design firm MAS to produce "Honeymoons for Heroes" pop-up experiences—which took place in Sonoma Valley, Calif., the Bay Area, and New York City—for five essential-worker couples whose original great escapes were postponed due to COVID-19. Take note: These small-scale events offered custom elements that can easily be bumped up to accommodate larger gatherings as they make their comeback.
"It's clever brands like Southwest Airlines and Chase that are providing moments, like the honeymoon series—taking inspiration from live events by creating meaningful touchable engagements—that build brand love, press interest, and fun social content," said Mia Choi, co-founder and CCO at MAS.
Steal-worthy customizations included a teardrop trailer photo-op for a couple who spent a lot of time driving across the West Coast and camping out in their car. Additionally, a campfire and marshmallow-roasting session carried the event’s theme into the night and served as a fun activity for two or 200. In lieu of logo-clad swag bags, as a sweet takeaway, each couple was awarded 200,000 Southwest Rapid Rewards points to use when the world is free to travel safely again.
“Overall, we wanted to make sure each couple got a unique experience that was personalized to them,” said Julia Ashworth, Chase’s managing director of Southwest Rapid Rewards Credit Cards.
MAS COO Raymond Brown adds, "This has officially been the year of more. We had to be creative, offer more solutions, and ensure that during these turbulent times we stood for more. These pop-ups showcased our ability to not only pivot but transform during a crisis, and the result was some of the most innovative, thoughtful, and meaningful work we have ever created."
