See How a Product Launch Boosted a Brand's Social Presence

Q&Q, a new watch brand, used a gumball machine and the opportunity to receive a free gift to encourage guests to help populate its Instagram feed at a New York event.

By Beth Kormanik May 8, 2014, 6:45 AM EDT

The gumball machine held several styles of the watch, and guests could only receive one if they posed in the photo booth.

Photo: Kent Miller Studios

Q&Q Launch
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The United States launch event for watch brand Q&Q served a dual purpose: to introduce the Japanese company to lifestyle media and style influencers and to populate its social channels.

Guests who posed for pictures in the photo booth—against a backdrop of oversize images of the watches—received a custom coin to insert into an giant gumball machine that dispensed watches. “We wanted to use the event as a way to generate content for their Instagram channel,” said Ryan Jordan of HL:Creative, which produced the event.

The event, held April 24 at Openhouse Gallery, was meant to have a fun, playful vibe. At the entrance, event entertainers the Bumbys provided hand-typed assessments of guests, and Solange Knowles was the DJ. In a nod to the brand's heritage, a candy bar was stocked with Japanese treats.

The mood of the evening “was more about introducing people to the brand and hosting a fun experience,” Jordan said.

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