Event Activation Campaign // #makeyourspark
I concepted a way to increase the value and reach of the activation, and in a team effort with George P. Johnson agency, we worked out the logistics. It was Speck’s first social-media activation, and it generated over 100,000 impressions and won a Brand Activation Association Reggie Award.
Speck employees roamed the celebration with a card explaining the simple way to get a free limited edition case. We had attendees create our logo out of anything they wanted, shoot a picture and hashtag it #showyourspark to social networks. In our 10’x20′ tent, we had displays with the hashtag feed and printed the entries through networked instaprinters. People wanting to redeem their case would find their image and add it to a mural of entries, which grew more varied as the day went on.
The constant flurry of activity at this small booth only helped draw more people to it. We hoped the 800+ participants of this activation would have positive memories of the day and associations with the brand, plus if they used the case or gave it to a friend, a story to tell.