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  1. Production & Strategy
  2. Experiential Marketing, Activations & Sponsorships

Marketing Ideas

August 5, 2015
GoGo Squeez partnered with experiential marketing agency MKG to launch the 'Goodness Machine,' which was built by Square Design.
GoGo Squeez partnered with experiential marketing agency MKG to launch the "Goodness Machine," which was built by Square Design.
Photo: Dorothy Hong
Kids were encouraged to push a button in the center of the machine, which activated a launching mechanism that shot out a GoGo Squeez applesauce packet from the top.
Kids were encouraged to push a button in the center of the machine, which activated a launching mechanism that shot out a GoGo Squeez applesauce packet from the top.
Photo: Dorothy Hong
The packets were attached to parachutes, sporting the brand's label and the activation tour hashtag #CatchtheGoGo.
The packets were attached to parachutes, sporting the brand's label and the activation tour hashtag #CatchtheGoGo.
Photo: Dorothy Hong
A custom video recorder was on site to film kids interacting with the vending machine. The shareable videos were uploaded to the 'Goodness Machine' website as 15-second GIFs.
A custom video recorder was on site to film kids interacting with the vending machine. The shareable videos were uploaded to the "Goodness Machine" website as 15-second GIFs.
Photo: Dorothy Hong
At the T-shirt counter, attendees fill out a form indicating which years they have attended the Worldwide Partner Conference, and then staff print those 'tour dates' on the back of a shirt, similar to a concert tour shirt.
At the T-shirt counter, attendees fill out a form indicating which years they have attended the Worldwide Partner Conference, and then staff print those "tour dates" on the back of a shirt, similar to a concert tour shirt.
Photo: Andrew Herrold
Organizers are offering the custom U.S. partner tour T-shirts as a way to celebrate longtime attendees.
Organizers are offering the custom U.S. partner tour T-shirts as a way to celebrate longtime attendees.
Photo: Andrew Herrold
Microsoft is using R.F.I.D. wristbands to transmit information that in the past was delivered as printed materials. The wristbands will also be used to enhance some of the attendee experiences, such as a party Tuesday night at Walt Disney World.
Microsoft is using R.F.I.D. wristbands to transmit information that in the past was delivered as printed materials. The wristbands will also be used to enhance some of the attendee experiences, such as a party Tuesday night at Walt Disney World.
Photo: Andrew Herrold
In the audio spotlight area, attendees can view short videos about seven non-profit companies using Microsoft products in their work. Speakers mounted in a panel above the guest’s head direct the sound in a very narrow beam, so only someone standing directly below it can hear the narration.
In the audio spotlight area, attendees can view short videos about seven non-profit companies using Microsoft products in their work. Speakers mounted in a panel above the guest’s head direct the sound in a very narrow beam, so only someone standing directly below it can hear the narration.
Photo: Mitra Sorrells/BizBash
Around the lounge, attendees can tap their R.F.I.D. wristbands to activate things such as event R.S.V.P.s and receipt of photos.
Around the lounge, attendees can tap their R.F.I.D. wristbands to activate things such as event R.S.V.P.s and receipt of photos.
Photo: Andrew Herrold
The lounge’s photo area includes a tropical backdrop and a variety of playful signs for guests to hold.
The lounge’s photo area includes a tropical backdrop and a variety of playful signs for guests to hold.
Photo: Andrew Herrold
Behind the lounge's welcome counter, a monitor displays social media posts using #usatwpc, a hashtag specifically for the U.S. partner experience.
Behind the lounge's welcome counter, a monitor displays social media posts using #usatwpc, a hashtag specifically for the U.S. partner experience.
Photo: Andrew Herrold
The lounge offers a variety of seating options including work tables with built-in charging ports and soft seating with tropical pillows.
The lounge offers a variety of seating options including work tables with built-in charging ports and soft seating with tropical pillows.
Photo: Andrew Herrold
Microsoft product specialists staff the lounge’s help desk.
Microsoft product specialists staff the lounge’s help desk.
Photo: Andrew Herrold
A Pop Art-style diorama at the United Way of Greater Los Angeles HomeWalk event showed a park with a 3-D bench, designed to represent a common plight of homeless veterans in town.
A Pop Art-style diorama at the United Way of Greater Los Angeles HomeWalk event showed a park with a 3-D bench, designed to represent a common plight of homeless veterans in town.
Photo: Andrew Herrold
Another photo station featured a bedroom painted on a brick wall, meant to convey the seriousness of the problem for homeless families.
Another photo station featured a bedroom painted on a brick wall, meant to convey the seriousness of the problem for homeless families.
Photo: Andrew Herrold
Augment Reality Brand Experience
Augment Reality Brand Experience

Create a virtual celebrity photo opportunity with Air Graffiti Dallas’s new augmented reality technology. The new system, which launches this summer, is intended for brands that are looking for ways to leverage their celebrity endorsement contracts. Air Graffiti Dallas shoots a brief video of the celebrity in advance, for example, walking into the shot, waving, or bouncing a ball. At the live event, fans stand in a designated photo area, and the video of the celebrity is virtually added to the image. Guests receive copies of the images, which can include sponsor branding, to share via email, text, or social media.

Rendering: Courtesy of Air Graffiti Dallas
Photoboxx
Photoboxx

Photoboxx is a social media printing station for parties and events. When guests post their photos to Twitter or Instagram using a designated hashtag, the Photoboxx printer automatically prints a hard copy. Hosts can customize the background color of the prints and also add graphics or logos. They can also choose whether to display or hide information such as username, profile image, and comments. After the event, Photoboxx provides a report on hashtag usage, impressions, and reach.

Photo: Courtesy of Photoboxx
SloMo Lounge
SloMo Lounge

The SloMo Lounge from Air Graffiti Dallas turns four seconds of video into a 30-second slow-motion playback. The system uses a high-speed, high-definition camera to record guests interacting with one another and with quirky props so the playback can reveal funny facial expressions. Guests receive a copy of the video, and they can select stills from it to print on site; all the content is shareable via email, text message, or social media. The activation can be set up in a 10- by 10-foot area and can be done with a plain white, black, or green screen backdrop.

Photo: Courtesy of Air Graffiti Dallas
Neon Video Booth
Neon Video Booth

Add a splash of bright colors to event photos with the Neon Video Booth from Foto Master. Guests stand in front of a dark backdrop and use an LED spray can or pen to create virtual doodles. A camera in front of the guests uses an algorithm to detect and track the LED light. The resulting image of guests and their artwork can be saved as a video or turned into photos, GIFs, or flip books, all with brand logos and messages. Hosts can choose the color and size of the neon pen.

Photo: Courtesy of Foto Master
Hendrick's Gin Cucumber Festival of Wonder
Hendrick's Gin Cucumber Festival of Wonder
Hendrick's Gin celebrated National Cucumber Day (June 14) with a consumer event that took place June 11 to 12 at Hudson River Park's Pier 97 in New York. Produced by Momentum Worldwide, the event featured a giant Hendrick's hot-air balloon bar, aptly titled the "World's Tallest Collins Bar."
Photo: Alain Hain
Hendrick's Gin Cucumber Festival of Wonder
Hendrick's Gin Cucumber Festival of Wonder
The event's carnival theme included a roving cocktail bar, and staffers dressed up as members of a traveling circus while posing with cucumbers.
Photo: Alain Hain
Hendrick's Gin Cucumber Festival of Wonder
Hendrick's Gin Cucumber Festival of Wonder
Guests enjoyed a penny-farthing cycling performance.
Photo: Alain Hain
Grey Goose Boulangerie Bleue Pop-Up
Grey Goose Boulangerie Bleue Pop-Up
Grey Goose vodka kicked off its global experiential pop-up campaign June 16 to 19 at Le District in New York's Battery Park. Traveling to French bakeries in 20 cities throughout the summer, the experience is inspired by a French Riviera bakery club, and invites guests to enter through a secret entrance. At the New York event, Adam Leoti of Brooklyn Bread Lab taught a private bread-making class. The breads were inspired by Grey Goose ingredients.
Photo: Kent Miller
Grey Goose Boulangerie Bleue Pop-Up
Grey Goose Boulangerie Bleue Pop-Up
The pop-up featured a custom bar that served signature Le Grand Fizz cocktails in oversize, branded wine glasses in Grey Goose colors.
Photo: Kent Miller
Grey Goose Boulangerie Bleue Pop-Up
Grey Goose Boulangerie Bleue Pop-Up
The brand also brought its Grey Goose Camionette to the pop-up. The branded truck served as a personalized cocktail bar, inviting guests to schedule private consultations to make custom martinis.
Photo: Kent Miller
Gin Mare's Med Rooftops
Gin Mare's Med Rooftops
Spanish gin brand Gin Mare celebrated its U.S. launch by bringing its international Med Rooftops series to Ramscale Studios in New York on June 10. Produced and designed by BMF Media Group, the party featured branded displays of the gin and its logo throughout the space. One notable feature was a custom bar on wheels, which served classic gin and tonics.
Photo: Charles Roussel/BFA.com
Gin Mare's Med Rooftops
Gin Mare's Med Rooftops
The party featured branded lounge chairs and a DJ booth on the venue's rooftop, which offered guests views of downtown Manhattan and the Hudson River.
Photo: Patrick MacLeod
Gin Mare's Med Rooftops
Gin Mare's Med Rooftops
A wall of wooden crates showcased the Gin Mare bottles paired with fruit and greenery. The giant installation also served as an unconventional step-and-repeat.
Photo: Charles Roussel/BFA.com
Gin Mare's Med Rooftops
Gin Mare's Med Rooftops
The brand gave guests the opportunity to experience the gin in a variety of ways with six different cocktail options, some of which had unique ingredients including orange marmalade and chipotle Tabasco.
Photo: Patrick MacLeod
Cointreau Art of La Soirée
Cointreau Art of La Soirée
Orange liqueur Cointreau kicked off its artist-curated, cross-country Art of La Soirée tour with a French-theme summer garden party at Cedar Lake on June 15. A collaboration between the brand and Danielle and Jodie Synder of Dannijo Jewels, the event blended items from the jewelry collection into the garden-inspired decor.
Photo: Scott Rudd
Cointreau Art of La Soirée
Cointreau Art of La Soirée
The custom L'Orangerie bar, which gave guests the chance to craft their own cocktails, served as a makeshift orange tree with a tower of the liqueur bottles that branched out into a lush ceiling canopy.
Photo: Scott Rudd
Cointreau Art of La Soirée
Cointreau Art of La Soirée
Event entertainment included DJ Leslie Kirchoff performing alongside harpists Duo Scorpio. The harps kept with the event's color scheme.
Photo: Scott Rudd
Aperol Spritz Summer Solstice
Aperol Spritz Summer Solstice
Aperol Spritz hosted its Summer Solstice party on June 22 at the Sabbia rooftop at Eataly in New York. Designed by creative and content production studio Swell, the party featured an installation of hanging bottles of the Italian aperitif that served as vases for orange flowers, including marigolds.
Photo: Courtesy of Aperol
Aperol Spritz Summer Solstice
Aperol Spritz Summer Solstice
The party featured a branded orange balloon installation that served as a unique photo backdrop.
Photo: Courtesy of Aperol
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