“Wear” is the Engagement?! Leveraging Social Media, NFC and Wearable Technology at Your Next...
-
Upload
techsytalk -
Category
Technology
-
view
226 -
download
4
Transcript of “Wear” is the Engagement?! Leveraging Social Media, NFC and Wearable Technology at Your Next...
1
“WEAR” IS THE ENGAGEMENT?! LEVERAGING SOCIAL MEDIA, NFC AND WEARABLE
TECHNOLOGY AT YOUR NEXT EVENT
2
CLARA DE SOTO CO-FOUNDER, CREATIVE DIRECTOR
@CLEARHARTNY #TECHSYTALK WWW.VIMEO.COM/CLEARHART
C8
8
@CLEARHARTNY #TECHSYTALK
OUTSIDELANDS MUSIC FESTIVAL
MANHATTAN COCKTAIL CLASSIC
SOUTH BEACH WINE & FOOD FESTIVAL
+ Client: Esurance
+ Event: Outside Lands Music Festival
+ Location: Golden Gate Park, San Francisco, CA
+ Date: August 9th - 11th, 2012
ACTIVATION DETAILS
10
11
The Insider Band lets Outside Lands Music and Arts Festival attendees stay connected, save memories, and even win prizes, all with the tap of the wrist. Only AVAILABLE TO 10,000 OF THE
FESTIVAL’S 75,000-A-DAY AUDIENCE, the insider band is the future of concerts. !Uniquely connected to each attendee and their Facebook profile, the insider bands allows festival-goers to tap specially marked towers around the festival to take and UPLOAD PHOTOS, SAVE MEMORIES
LIKE MUSIC SET LISTS, AND REMEMBER breweries and wineries they tried from Outside Lands’s famous Beer and Wine Lands. Most importantly, users can check in at different stages and landmarks, see where their friends are checked in, and SEND MESSAGES to their network. !When it’s all over, users can relive their favorite moments by accessing an online memory bank full of photos, music, and cool stuff they did during their epic weekend at Outside Lands.
11
12
@CLEARHARTNY #TECHSYTALK
+ AUGMENTED SOCIAL ECHO
+ DEEPER CONNECTION WITH INFLUENCER AUDIENCE
SPONSOR SOLUTION+ INCREASED REACH + NEW SPONSORSHIP + BEHAVIORAL INSIGHTS
EVENT SOLUTION
+ LOST FRIENDS + PHONES DON’T WORK WELL
ATTENDEE PROBLEM:
1: PROBLEM/SOLUTION
BUZZ
July 1st - August 8th August 12st - 20th
of insider band users retrieved their
memory bank
66%
!Posse members
in total were invited
14,478
Tower Sessions
18,604Beer/Wine Lands Taps
11,149
ENGAGE RE-ENGAGE
August 8th - 10th
Registered Users via Facebook
8,060
45,000 PAGE VIEWS
1,857,000 SOCIAL IMPRESSIONS
13
sessions/taps
per minute
18sessions/
taps per person
9 10,000sessions/taps
per day
11,548 PAGE VIEWS with users consuming AVG. 5.1 Pages/Session
16
10,000 attendees | 200 tasting tables | 4 events| 1 tent
@CLEARHARTNY #TECHSYTALK 1: PROBLEM/SOLUTION
C17
+ Client: Esurance
+ Event: South Beach Wine and Food Festival
+ Location: North Venue, Miami Beach, FL
+ Date: February 20th - 23rd, 2014
ACTIVATION DETAILS
17
C18
The SavorBand is WEARABLE TECH that lets attendees track and SAVE THEIR UNIQUE EXPERIENCE at the Food Network South Beach Wine & Food Festival. A national, star-studded, four-day destination event showcasing the talents of the world’s most renowned wine and spirits producers, chefs and culinary personalities, now DIGITALLY CAPTURED WITH THE TAP OF YOUR WRIST. Attendees simply tap this NFC-enabled wristband at specially marked readers next to whatever they try to store and instantly rate all of their culinary memories. After the event, attendees use the unique 2-word code embedded on their SavorBand to access their experience at www.esurance.com/savorband. !
FOR THE FIRST TIME EVER, SOBEWFF IS AVAILABLE TO-GO.
18
19
@CLEARHARTNY #TECHSYTALK
+ TANGIBLE ENHANCEMENT
+ DEEPER CONNECTION WITH INFLUENCER AUDIENCE
SPONSOR SOLUTION
+ INCREASING VALUE BEYOND EVENT
+ PRIZING OPPORTUNITIES
ATTENDEE SOLUTION
+ LOW IMPRESSIONS BEYOND THE TENTS + HUGE MISSED CONTENT OPPORTUNITY
EVENT PROBLEM:
1: PROBLEM/SOLUTION
BUZZ
of savor band users retrieved their
memory bank
31%
media impressions
1,341,879
ENGAGE RE-ENGAGE3,355 PAGE VIEWS with users
consuming AVG. 4.71 Pages/Session
20
sessions/taps
per minute
14sessions/
taps per person
4 3,043sessions/taps
per day
Taps at Food and Sponsor
Stations
12,214
Foods Rated on-site
4,689
February 21st - March 1st, 2014
February 20th - 23rd, 2014
C22“This year, we’re excited to work with our new partners at Esurance to utilize NFC technology at our North Venue events.” - Lee Schrager (Interview on the District)
#SAVORBAND
22
C23
23
4,000 attendees | 60 Cocktail bars | 3 floors | 4 hours
@CLEARHARTNY #TECHSYTALK 1: PROBLEM/SOLUTION
C24
+ Client: Manhattan Cocktail Classic
+ Event: Black-Tie Opening Night Gala
+ Location: New York Public Library 5th Ave.
+ Date: May 11th, 2012
ACTIVATION DETAILS
24
With over 60 brands pouring nearly 40,000 cocktails throughout The New York Public Library’s 4 floors, there’s a lot to keep track of at the Manhattan Cocktail Classic opening night Gala. !So the Classic tapped ClearHart Digital for a way to do just that, which they delivered in the form of Near Field Communications (NFC). Equipping over 3000 of NYC's most distinguished with an NFC-enabled bracelet, each attendee now had the ability to TRACK EVERY DRINK THEY TRIED. After registering, an attendee could simply tap their bracelet on the NFC reader atop each speciality cocktail bar, storing that drink recipe in their Digital Goodie Bag. The following Monday (when headaches had subsided), Tasting Table sent each registrant a PERSONALIZED EMAIL WITH THEIR TRACKED RECIPES. !To maximize drinks –not phones– in hands, attendees could also LINK THEIR FACEBOOK AND TWITTER accounts to their unique bracelets. Not to broadcast imbibing, of course, but to instantly upload pictures from photo booths; auto-check-in on Facebook Places; even Tweet Flavorpill-curated booze-inspired quotes by famous authors – all with a simple tap of the wrist on specially marked readers.
25
26
@CLEARHARTNY #TECHSYTALK
+ QUANTIFIABLE RESULTS
+ DEEPER CONNECTION WITH INFLUENCER AUDIENCE
SPONSOR SOLUTION+ INCREASING VALUE
BEYOND EVENT + PRIZING
OPPORTUNITIES
ATTENDEE SOLUTION
+ NO MEASURABLE ROI + LOW SOCIAL ENGAGEMENT + REACH
EVENT PROBLEM:
1: PROBLEM/SOLUTION
BUZZ
of attendees open their personalized
email after the event
43%
social impressions on Facebook and Twitter
1,101,000
ENGAGE RE-ENGAGE
27
taps per minute
33taps
per person
7
Taps at Drink and Sponsor
Stations
7,983
Social Taps to Check-in on FB and Upload a
Picture
798
of Participants Connected via
90%
In the words of Charlotte Voisey, William Grant & Sons Mixologist and Brand Ambassador,
!!!!!!!!!!!!!!!!!!!
“It really kicks up what we’re able to do from a brand point of view. When you look at this event from a
business side, setting aside the glamour of the cocktails for a moment, it’s just a really smart, really intelligent way to really amp up the return on investment,
quite simply, that we get as a brand.”
29
31
HUMAN BEHAVIOR SHOULD DICTATE TECHNOLOGY,
NOT THE OTHER WAY AROUND
2: CUSTOMIZABLE @CLEARHARTNY #TECHSYTALK
32
4: SUMMARY
BENEFITSCREATES A QUANTIFIABLE LAYER OF MEASUREMENT TO OFFLINE ENGAGEMENT AND YIELDS VALUABLE ATTENDEE INSIGHTS
VOLUNTARY RE-ENGAGEMENT OFFSITE DOES NOT VIOLATE USER TRUST LIKE OTHER DATA MINING TECH PLATFORMS
RE-ENGAGEMENT EXPERIENCE PROMOTES AND DRIVES TRAFFIC TO OTHER EVENT RELATED MEDIA PROPERTIES THAT WOULD OTHERWISE COST MONEY
TECHNOLOGY IS HIGHLY CUSTOMIZABLE AND ADAPTABLE TO MULTIPLE SPONSORS AND ACTIVATIONS IN REAL-TIME
CREEPYX
@CLEARHARTNY #TECHSYTALK
C33
DEEPER CONNECTION THAT LASTS BEYOND THE EVENT
33
3: OPPORTUNITY @CLEARHARTNY #TECHSYTALK 4: SUMMARY 4: SUMMARY
GRACIAS THANK YOU
© 2014 CLEARHART. ALL PLANS, COPY, IDEAS, ART, LAYOUTS AND OTHER RECOMMENDATIONS MADE BY CLEARHART AND FRIENDS ARE FOR PRESENTATION PURPOSES AND REMAIN THE PROPERTY OF CLEARHART UNTIL SUCH TIME AS THE PROJECT IS COMMISSIONED. ANY UNAUTHORIZED USE OF THESE PLANS, COPY, IDEAS, ART, LAYOUTS AND OTHER RECOMMENDATIONS IS EXPRESSLY PROHIBITED.