Retailer South Moon Under partnered with Rock the Vote for its inaugural Summer Spin Pool Party August 3 at the Embassy Row Hotel rooftop. To expand the reach of the intentionally intimate pool soiree beyond its 100 invite-only guests, event planner Jessica Hoy of NeuProfile put a social media spin on a familiar item: the gift bag. Converse, Lacoste, Stila, Kate Somerville cosmetics, and others contributed beach-related products like towels, sunglasses, and sunscreen to the gift bags. Hoy set up stations for each of the 11 sponsors with tent cards of the hosting brands’ Twitter handles and event hashtags. Bloggers and other partygoers took photos of the tables and wrote about the products individually rather than just collectively in a single story. Guests then showed a staffer their tweets on the way out to receive a bag.
Godiva Chocolatier designed part of a new product launch to promote social sharing. The Godiva Truffle Takeoff Tour introduced truffle flights, which package six truffles along a similar theme, arranged by intensity, like wine or beer flights. At the New York kickoff September 17 at Gansevoort Plaza, passersby could sample truffles and pose for photos in front of six tableaux. Playing off of the campaign tagline of “every truffle tells a story,” the tongue-in-cheek scenes included the tiramisu truffle's “Tiara Miss-U Pageant,” where people could wear tiaras and sashes on a stagelike setting, a “Take Flight” scene in which people stood in front of wings created from frilly feathers, and a sports-theme “It's Crunch Time” scene in which people could lift dumbbells that had giant nut truffles in place of weights. Large screens displayed social posts that used the #TruffleTakeoff hashtag.
For a highly visual—and Instagram-friendly—photo opp, social media prompts served as props against a grassy wall decorated with Veuve bottles at the fourth annual Veuve Clicquot Polo Classic at Will Rogers State Historic Park in Los Angeles on October 5. Working with Veuve director of communications Christine Kaculis, BrownHot Events produced the event once again with the chic, subtly branded details that characterize the annual sporting event.
