Lured by the promise of huge ROI, brands are rushing to build their events around social media and screens. But they’re missing the point; real connection is so much more than a hashtag.
Image credit: Group Delphi
The event came to Sir Stage37 in New York on February 22.
Photo: Sean Paul Franget
The focal point of the event was a branded PatrĂłn pyramid. "This is the first year we used projection-mapping technology on our pyramids, which really added a dynamic element to the decor," said Pam Dzierzanowski, vice president of event marketing for PatrĂłn Spirits Company.
Photo: Sean Paul Franget
The event featured seven bars offering the different culture-inspired cocktails in the running for Margarita of the Year. The front of the bars featured PatrĂłn's bee logo, and each station featured a wall with the name of the margarita, images of the ingredients, and a video about the margarita.
Photo: Sean Paul Franget
Each bar showcased a branded, customized card with information including the margarita name, a list of ingredients, and the name of the mixologist.
Photo: Sean Paul Franget
Guests could vote for their favorite margarita by using touch-screen kiosks, which also served as video GIF stations for social sharing. The GIFs were displayed on the top of the pyramid.
Photo: Sean Paul Franget
PatrĂłn partnered with craft cocktail delivery company Cocktail Courier to offer guests Margarita of the Year cocktail kits.
Photo: Sean Paul Franget
Interactive elements for guests included a make-your-own margarita station. Guests could pick out ingredients from a branded "produce market" and bring their creation to bartenders to make the personalized cocktails.
Photo: Sean Paul Franget
Another interactive event element was a virtual-reality station, which allowed attendees to tour the PatrĂłn Hacienda in Jalisco, Mexico, and learn how the brand's tequila is made.
Photo: Sean Paul Franget
The event featured a illustrative timeline that highlighted the history of the margarita.
Photo: Sean Paul Franget
The brand partnered with ice pop company Pop Bar to create seven flavors to pair with the margaritas in the competition.
Photo: Sean Paul Franget
Pinch Food Design created unique catering options including churros served from an umbrella.
Photo: Sean Paul Franget
Planners can use Concierge EventBot to provide information such as locations, agendas, and speaker bios, and also to conduct simple polls of attendees, all via mobile messaging.
Photo: Courtesy of Sciens.io
In the “Bubble Up the Good Stuff” playlab, organizers invited teens to write a positive message on a notecard and tie it to one of the 200 balloons. At the end of the event, they each took a balloon and message with them.
Photo: Getty Images for Izze Fusions
Delta Dugout Subway Series Promotion
To commemorate the Subway Series games between the Yankees and the Mets in 2010, Delta constructed a fan zone in Madison Square Park in New York. From the subtle to the overt, all elements of the Delta Dugout included some branding by the airline, as well as references to baseball. Diamond-shaped flags labeled each station, information stands were marked as bases, and Shake Shack even created a Delta Dugout hot dog.
Photo: Courtesy of MKG
Guests received R.F.I.D. wristbands that photographers could swipe throughout the night, sending photos to the guest’s registered email address.
Photo: Amy Pollock
Champagne Creative Group’s Bicycle Buffet
Las Vegas-based entertainment design and production company Champagne Creative Group specializes in surprise-and-delight event moments featuring costumed staff. A summery, Instagram-friendly option for events is the bicycle buffet, which provides a roaming food and beverage station for events. Models’ attire can be customized based on an event’s color and theme; pricing for the bicycle buffet starts at $1,800 for two hours in California (prices may vary for events in other locations). Other creative serving options include the Strolling Carousel Buffet, the Champagne and Dessert Diva Dress, Living Topiary Greeters, LED Robot Greeters, and more options incorporating models. Logo branding is available for an extra fee on all items.
Photo: Haute Photography & Video
Agnes & Dora's owner created the convention’s “Bloom” logo; it was later worked into signage, name tags, and other collateral.
Photo:Â McKenzie Deakins
HBO's 'Insecure'
Guests were able to shop at local Inglewood stores, and to visit a custom pop-up shop with local vendors. They were also gifted “Hella Swag Bags.” DJ Kiss and Ms. Nix performed at the block party, and cast and crew mingled with fans. There were also Insecure-theme photo booths available.
Photo: Dorothy Hong Photography
Photo: Matthew Bologna/BizBash
A focal point at the Tiffany & Co. global fragrance launch, produced by creative agency MKG at Highline Stages, was this fragrance bar populated by the scent's three main notes: iris, mandarin orange, and patchouli and musk.
Photo: Jamie McCarthy/Getty Images for Tiffany & Co.
Against a custom-painted robin's-egg blue faux brick backdrop and neon sign, guests were received by Tiffany fragrance professionals who guided them through each of the scent's main notes. The setup also made for a popular Instagram moment.
Photo: Bryan Bedder/Getty Images for Tiffany & Co.
Positioned in the center of the venue was a larger-than-life replica of the Tiffany fragrance bottle, filled with hundreds of the brand's iconic blue boxes, that served as a social-media centerpiece for the evening.
Photo: Jamie McCarthy/Getty Images for Tiffany & Co.
Strong visual cues at each of the fragrance note stations, which included mandarin oranges, projected olfactory cues that further reinforced the main notes of Tiffany's first new fragrance in 15 years.
Photo: Bryan Bedder/Getty Images for Tiffany & Co.
In the lead-up to the evening's special live performance, MKG erected a custom platform stage flanked by a seamless video screen comprising two panels that flashed imagery and teaser stills of the new fragrance.
Photo: Bryan Bedder/Getty Images for Tiffany & Co.
At an LED neon photo booth, guests struck a pose inside an oversize replica of the fragrance bottle, choosing a traditional photo or interactive boomerang. A 10- by 4-foot cutout of the same bottle silhouette, glowing in Tiffany blue, also graced the entrance to the event.
Photo: Bryan Bedder/Getty Images for Tiffany & Co.
Singer St. Vincent, with whom Tiffany & Co. enlisted to choreograph a video singing "All You Need is Love," entertained the audience with a live rendition of the Beatles hit, as well as her signature songs.
Photo: Bryan Bedder/Getty Images for Tiffany & Co.
Bars with the appearance of white carrara marble were printed with the evening's hashtag.
Photo: Jamie McCarthy/Getty Images for Tiffany & Co.
Refinery29’s 29Rooms
Dunkin’ Donuts Coffee at Home created a "kitchen" where guests could taste the brand’s Bakery Series coffee flavors and vote for their favorite.Â
Photo: Taylor McIntyre/BizBash
Photo: Taylor McIntyre/BizBash
Festivals like South by Southwest in Austin, Texas, take extra safety precautions.
Photo: Nadia Chaudhury/BizBash
Photo: Joe Szurszewski
AT OCHO Candy in Oakland, festival participants took a factory tour and spoke with the executive team.
Photo: Courtesy of NewCo
Photographers working inside an event or on its red carpet need the right lighting, adequate space, clean shots, and enough time to get the best captures.
Photo: Michael Kovac/Getty Images for Moet & Chandon
Photo: Mitra Sorrells/BizBash
Mark Zablow
Photo: Courtesy of Cogent
At the 2017 Voodoo Music & Arts Experience, Cogent worked on an activation for Casa Modelo that celebrated Dia de Los Muertos with live art demonstrations, body painting, and a Modelo sugar skull float.
Photo: Courtesy of Cogent
Cogent recently worked on the Corona Electric Beach activation, which brought world-renowned DJs to festivals around the country.
Photo: Courtesy of Cogent
The Goldman Sachs 10,000 Small Business Summit took place February 13 and 14 in Washington, D.C.
Photo: Courtesy of Goldman Sachs
When deciding whether to attend trade shows and other exhibitions, about two-thirds of attendees surveyed indicated they rely on content on exhibitors’ websites and emails sent by exhibitors.
Photo: Courtesy of Surf Expo
Reed Exhibition's ISC East show last fall brought in 86 new attendees using InGo's social media marketing system. The company is now using it for ISC West in April in Las Vegas.
Photo: Courtesy of Reed Exhibitions
N.B.A. sponsor American Express gave fans a chance to experience its digital video Pivot activity at the N.B.A. All-Star Game in February 2015. Displayed on a 103-inch screen, the experience immersed fans in the movements of some of the league’s star players.
Photo: Vivien Killilea/Getty Images for American Express
Photo: Courtesy of Robyn Davis
