An event is as much about immersing your audience as it is about their ability to share the experience with others.
When it comes to experiential marketing, an event's success is largely dependent upon its visibility. Offering consumers frictionless, intuitive channels to share their experiences is the key to maximising an experiential event's impact and driving attention back to your brand. But how do you get your guests to share their experiences without somehow diminishing their impact in the moment? By integrating frictionless, intuitive and enjoyable social broadcasting opportunities into the event itself.
At truly immersive events, attendees will often get so caught up in the moment that they’ll forget to broadcast their experiences. However, if social media is actually an integral part of the event itself, you can actually boost the visibility of your event and your brand without anyone even realising they’re helping you.
For example, all of The Flash Pack’s photo booths are social media-ready. What does this mean? All guests have to do is choose their favourite photo, apply the desired filter and then upload the image in real-time.
Not only does this make it easy for partygoers to share photos with friends, thereby increasing the impact of your event-based marketing efforts, but it also provides you with a valuable array of social analytics.
The Flash Pack’s live sharing platform operates through branded microsites for each event, which provide detailed reports on the number of physical prints, shares and tweets, as well as the peak times of attendee engagement. Ultimately, this will help you make your events even more influential, optimising the ROI of your experience-based marketing efforts.
Let’s take a look at some of these techniques in action, and see what kind of results they’ve been delivering to brands.
The Flash Pack was commissioned to create a permanent, socially connected booth at The W Hotel, Leicester Square. Rather than simply inserting a standalone booth in the corner of the lobby, The Flash Pack transformed an unused, empty storage closet into a uniquely immersive experience.
The photo booth is hidden behind a full-length, two-way mirror, and motion sensors activate a stunning display of filament-style lighting on each side. Guests can then use an interactive touchscreen to select their favourite photos, apply filters and share the images through various social channels via The W’s custom branded microsite.
Within the first three months, the booth captured over 10,000 unique images with 3,000 real-time social shares. In fact, the installation was so successful that The W Hotel NYC has since commissioned The Flash Pack for a similar install in their Times Square location.
The ASOS Summer Party is another great example of a socially connected experiential event. The Flash Pack set up a live light painting studio, in which guests stood still in front of a camera while a dazzling array of lights danced behind them.
Guests could then go to The Flash Pack’s visible photo sharing booth in order to select and broadcast their favourite images through the ASOS branded microsite. Every photo was unique and compelling, and attendees responded accordingly, taking over 241 photos throughout the course of the evening (that’s nearly one photo every minute). 78% of the photos taken were shared via email and social media channels.
While an experiential event’s success largely depends on its ability to be unexpected, unprecedented and unique, all successful installations have one thing in common: platforms for social connectivity that are integrated in an unintrusive and intuitive way.
All things considered, the pervasive nature of social media has made advertising pretty easy, as consumers are increasingly likely to broadcast their thoughts and experiences, and unsolicited, user-generated marketing is more abundant than ever. All experience-based marketers have to do is give their customers a soapbox to stand on.