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Event Marketer https://www.eventmarketer.com For creators of the brand experience. Thu, 03 Jun 2021 21:22:53 +0000 en-US hourly 1 https://wordpress.org/?v=5.7.2 Drone Drops, Diversity and Dimension: Inside the Global Launch of Amazon’s ‘Without Remorse’https://www.eventmarketer.com/article/drone-drops-diversity-global-launch-amazon-without-remorse/ Thu, 03 Jun 2021 13:37:36 +0000 https://www.eventmarketer.com/?p=161597 How Amazon unleashed a multi-platform campaign built for diverse audiences Leave it to Amazon Prime Video to execute an experiential marketing campaign as gripping as the action-packed film it was built to promote. Ahead of the debut of its original military thriller “Tom Clancy’s Without Remorse,” the brand launched a multidimensional global marketing program aimed at young, diverse consumers that […]

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Amazon film launch 2021_Drone_Wesley Snipes opens gift box

Drone gift drops to influencers, vets and celebrities like Wesley Snipes, pictured, were part of a worldwide coordinated effort.

How Amazon unleashed a multi-platform campaign built for diverse audiences

Leave it to Amazon Prime Video to execute an experiential marketing campaign as gripping as the action-packed film it was built to promote. Ahead of the debut of its original military thriller “Tom Clancy’s Without Remorse,” the brand launched a multidimensional global marketing program aimed at young, diverse consumers that encompassed drone drops in 10 different countries, physical and virtual screenings, a Twitch “raid” and partner integrations that ultimately contributed to the film’s ranking as the most-streamed movie of its launch weekend (April 30-May 2). To bring the activations from concept to reality, participation from several branches of the Amazon ecosystem, including Alexa, Amazon Fresh, Twitch and Audible Live, was required.

In an effort to appeal to a new, more diverse generation of action-movie fans, Prime Video leaned on its cast—including star Michael B. Jordan, who serves as the first Black action hero in a Clancy film—and a variety of platforms to deliver a campaign that resonated. Targeting the Black, gaming, military and veteran communities, the brand wove multiple themes from “Without Remorse” into its vast array of programming to connect with those audiences. A strong veteran giveback component, for instance, reflected not only the film’s plot about a Navy SEAL who uncovers an international conspiracy, but also Jordan’s emotional connection to vets, having worked closely with a retired Marine to prepare for his role.

“It was important for Amazon Prime Video to know, connect with and expand our audience to touch all the key groups the film spoke to,” says Jennifer Verdick, head of partnerships and consumer events at Amazon Prime Video and Amazon Studios. “We knew when we first acquired the film that we wanted to create a broadly-appealing campaign to reach the widest possible audience. And while the Tom Clancy universe is so well known, we took an approach that allowed us to introduce a new character to an entirely new audience, given the fact this is the first time a Black actor is portraying John Kelly/Clark.”


amazon coming 2 america launch_teaserMore Global Launch Campaigns:

 

Operation: Global Drone Drop

Among the campaign’s many touchpoints, the most extraordinary—and complex—aspect was the worldwide drone activation delivered in collaboration with Fooji and Dronegear. The endeavor entailed nearly 100 gift “drops” to Jordan’s inner circle, celebrities, influencers and veterans (among them: Wesley Snipes, Pete Wentz, T-Pain, Fedez and Lori Harvey) across 10 countries and 12 markets around the globe. The gifts were hand-picked for each recipient and included “Without Remorse”themed partner products, like personalized jackets and totes designed by DrX. Romanelli, custom PlayStation 5 (PS5) controllers, Dinner and A Movie meal kits from Omaha Steaks, tactical gear from 5.11, and the list goes on. To get fans in on the action on the day of the film premiere, Prime Video also surprised three attendees of its Twitter watch party with drone drops of their own (more on that event in a moment).

To coordinate the activation, Prime Video had to treat each drone drop as its own individual production, requiring the brand to pre-arrange drops in order to follow legal and safety guidelines for each region. Every element demanded “tremendous collaboration in order to coordinate the minute details required for a smooth and impactful stunt,” says Verdick. In territories where air drones were not permitted by law, for example, ground drones were used instead, requiring separate crews and permits. And as if that weren’t enough to juggle, COVID regulations also had to be followed to ensure a safe experience.

See the Drone Drops in Action:

 

 

Screenings and Watch Parties

Amazon Without Remorse 2021_Virtual Premiere_Michael B. Jordan on a screen

‘Without Remorse’ star Michael B. Jordan and other cast members attended a virtual premiere event and escape room experience in April.

An array of film screenings and watch parties were also part of the mix. A virtual premiere event hosted on April 29 by Prime Video was attended by more than 1,000 VIPs from 13 countries spanning celebrities, influencers, military groups (the Air Force and the Pentagon), filmmakers, cast and crew. Attendees were treated to an advanced screening of the film, with an introduction from director Stefano Sollima, in addition to a delivery box with items hand-selected from local businesses, like movie snacks and drinks. The screening was followed by a virtual escape room activation. The 10-minute interactive experience featured a recorded message from Jordan explaining the “mission” participants were about to embark on, which replicated a scenario from the film. Immediately afterward, guests attended the virtual after-party, where stars like Jodie Turner-Smith participated in movie trivia.

Another standout was a Twitch activation and watch party held on April 30. To engage the gaming community, Jordan made an appearance on Twitch alongside mega-streamer Swagg, one of the most recognized Black content creators on the platform. During the livestream, Jordan interacted with fans in the chat, dished out prizes and answered questions about the film. Afterward, Jordan and Swagg “raided” Black Marine Corps veteran WatchToweR’s stream, as a nod to the military aspects of “Without Remorse.” (Twitch raids allow streamers to boost other live channels by sending their audience to tune into another stream.) Once the raid was complete, Jordan spoke with WatchToweR before the up-and-coming streamer kicked off a watch party for the film’s debut.

Amazon film launch 2021_Twitch_WatchToweR and Michael B. Jordan laugh on screen

Jordan raided Marine Corps veteran WatchToweR’s Twitch stream as a nod to the military aspects of the film.

Other viewing events, all featuring special recorded introductions from Jordan, included advanced screenings for more than 950 HBCU students on April 28; 50 free in-theater screenings across the U.S. on April 29 at venues in predominantly Black communities; and a Twitter watch party, held April 30, featuring the entire cast and crew, which averaged just under 10,000 mentions per hour. Ahead of the Twitter watch party, Prime Video deployed 2,500 gifts to fans across the country with all the treats they needed to enjoy the virtual screening.

And then there was Amazon Live’s virtual book club on May 3, hosted by Jordan, the film’s screenwriter, Will Staples, and authors Marlon James and Mark Greany. The live simul-stream on Amazon Live and Audible Live included a discussion on the themes in select novels, including “Without Remorse,” and allowed fans to join the conversation through a live chat feature.

 

Partner Integrations

Amazon film launch 2021_Amazon Fresh storefront

Prime Video worked with Amazon Fresh stores in L.A. to deliver fresh groceries and household essentials to veterans via Village for Vets.

Yet another key element of the campaign was a grocery delivery program for veterans fueled by Amazon Fresh. On April 29, Prime Video worked with Amazon Fresh stores in L.A. to deliver fresh groceries and household essentials via Village for Vets, an organization that provides meals and social support for veterans and their families in need across Los Angeles. Working with Amazon’s Military Affairs team and Amazon Logistics, the groups coordinated the deliveries through veteran-owned Delivery Service Partners. To boot, custom Prime vans bearing the tagline “Heroes Always Deliver” were in-market in L.A. throughout Military Appreciation Month (May).

Verdick says Prime Video also worked with a variety of brands “based on their thematic relevance to the film, as well as their passionate and dedicated audiences.” Partners including Barry’s Bootcamp, 5.11 Tactical, Omaha Steaks, Scotch Porter and the Heart and Armor Foundation helped market the film through various promotions and experiences. Among them: a gaming influencer initiative in which Prime Video matched 10 big-name gamers with 10 military families from the Heart and Armor Foundation. Each influencer received a custom-skinned “Without Remorse” PS5 controller and the opportunity to gift a PS5 console to a military family as a thank-you for their service.

“The need for making our global launches feel big and special is more important now than ever before in order to capture the attention of audiences at home,” says Verdick. “It’s crucial for us to recognize all our global Prime Video customers and express our support for them, as well as involve them in the marketing campaigns for content that is important to them. Hence, why we collaborated with Black artists and organizations with military ties, as well as created events that paid special attention to these groups. Audiences have a deeper connection and engagement level with content and stories that are reflective of them as people. It’s important for us to amplify and raise up diverse stories and creators that resonate with our broad global consumers.”

The post Drone Drops, Diversity and Dimension: Inside the Global Launch of Amazon’s ‘Without Remorse’ appeared first on Event Marketer.

]]> Q&A: Clear’s Insights on the Challenges and Joys of Hosting In-person Experiences in the New Erahttps://www.eventmarketer.com/article/qa-clear-challenges-joys-in-person-experiences-new-era/ Tue, 01 Jun 2021 20:47:36 +0000 https://www.eventmarketer.com/?p=161574 On May 6, more than 100 family members and friends isolated by the pandemic finally experienced the in-person reunion they’d been waiting for at a “Day of Families” event produced by secure identity platform Clear. The brand leveraged its Health Pass service to ensure a COVID-safe experience at New Jersey’s MetLife Stadium that encompassed photo activations, performances by Broadway stars, […]

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On May 6, more than 100 family members and friends isolated by the pandemic finally experienced the in-person reunion they’d been waiting for at a “Day of Families” event produced by secure identity platform Clear. The brand leveraged its Health Pass service to ensure a COVID-safe experience at New Jersey’s MetLife Stadium that encompassed photo activations, performances by Broadway stars, shared meals, installations, partner experiences delivered by Marriott Bonvoy and United Airlines—and countless hugs (Superfly, New York City, handled).

The affair was a success by all accounts, but hosting in-person experiences amid the uncertainty the pandemic continues to present is no easy task. To find out more about the brand’s approach, we caught up with Laura Brounstein, vp-content and storytelling at Clear.


stock_social-distancing_covid_teaserMore In-person Event Insights:

Event Marketer: How does Clear’s Health Pass work to ensure event safety?

Laura Brounstein: We work with different events or venues, and they set requirements for entry. So let’s say that the organizers of the event say everybody needs to have had a clean COVID test within 72 hours [of the event]. There are myriad places where you can get that COVID test either at home or in person that we integrate with directly. That’s the only facet that will give you the green Health Pass light and it’s based on the organizer’s specifications; we just have the technology to make it happen.

 

EM: What was the goal behind the Day of Families event?

LB: I always think about it in terms of the kind of narrative arc and what story we’re telling. The story we were telling is, we can come back together and there’s nothing better, and to kind of walk people along that. It had to remind everybody what’s so great about coming together.

 

EM: Who attended the event?

LB: We worked with various partners to get people who are active in their communities in myriad ways. We got to see up close and personal, all of these families hugging each other and coming together for the first time in months. Everybody had a different moving story. It was grandparents and grandchildren. It was friend groups. It was found family. It wasn’t any one thing, which was, for me, part of what was beautiful about it.

 

EM: What are the challenges of planning in-person experiences of this size?

LB: The CDC guidance changed every day or every week about what was safe. And we had to start building this before the guidance showed that it would be safe. It caught up with us, but we had to start doing the work ahead of time. If we had started planning this as soon as they gave the guidance to say, you can be with people, you can travel, this couldn’t have happened. We had to plan it, believe in the administration’s ability to roll out the vaccine and people’s willingness to get it, and that it would all work—and it did.

 

EM: How did you create meaningful touchpoints for the experience?

LB: I think some of them were things that you’ve seen at events for years, but some things that weren’t as meaningful in the before now felt really meaningful. Having family-style platters felt meaningful because for a year we’ve been having individually-wrapped, disinfected food… And we leaned into photo activations. We’ve all missed out on a year of pictures with the people we love. I have more screenshots saved on my phone of group Zooms [than real photos]. We would take a screenshot and be like, ‘Oh, that’s nice.’ But, it’s not as nice as hugging somebody and being silly and fun together while you’re taking a picture.

 

EM: Were there any particular moments during the event that stood out for you?

LB: We worked with The Actors Fund and we had [Broadway stars] Seth Rudetsky and Mandy Gonzalez of “Hamilton” and Kerry Butler. And just hearing the voices together—being at a live event, hearing them singing “Defying Gravity”—you forget how much you miss hearing live music.

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Don Julio Marks Cinco de Mayo with a Bar Giveback Program for Hospitality Workershttps://www.eventmarketer.com/article/don-julio-cinco-de-mayo-digital-currency/ Tue, 01 Jun 2021 10:00:08 +0000 https://www.eventmarketer.com/?p=161392 For consumers who have spent the past year drinking at virtual happy hours—and the hospitality workers whose businesses has suffered—Tequila Don Julio wanted to make this year’s Cinco de Mayo memorable. And thanks to its own digital currency and an ATM—that’s Automated Tequila Machine—the brand prevailed. Don Julio took a thoroughly modern approach to the campaign: Using of-the-moment digital tools—digital […]

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For consumers who have spent the past year drinking at virtual happy hours—and the hospitality workers whose businesses has suffered—Tequila Don Julio wanted to make this year’s Cinco de Mayo memorable. And thanks to its own digital currency and an ATM—that’s Automated Tequila Machine—the brand prevailed.

Don Julio took a thoroughly modern approach to the campaign: Using of-the-moment digital tools—digital currency, NFTs, Venmo and Instagram—it encouraged people to return to local bars and restaurants that have reopened following pandemic lockdowns.


Tequila cazadores 2019_man singing with guitarMore Cinco de Mayo campaigns:

The spirits brand created its own digital currency, designed by the Mexican artist Claudio Límon, dubbed “Don Julio Cincos.” From May 1 to May 5, 3,000 Cincos were up for grabs daily. Consumers could win Cincos by swiping up on the brand’s Instagram Stories posts announcing each day’s drop and then entering their information on the campaign microsite. They could redeem Cincos for a $5 credit delivered to them via Venmo and were encouraged to use the money to buy a drink at their favorite bar or restaurant.

Money transfers on Venmo often come with messages, offering another chance to amplify the campaign online. The memo read: “Celebrate Cinco de Mayo by supporting your local bars and restaurants! Salud! Tequila Don Julio” along with the rocks glass emoji.

Don Julio Celebrates a Modern Cinco de Mayo pop-up storefront blue

The digital activation had one physical environment, a colorful pop-up on Melrose Avenue in West Hollywood.

“We wanted to reach our consumers where they are, and that’s in the digital space where it’s convenient, innovative, engaging and collaborative,” says Hadley Schafer, brand director at Tequila Don Julio. “It also allowed us to democratize our campaign so that consumers all around the country can go out and support their local bars and restaurants.”

Consumers in Los Angeles could withdraw physical Cincos at an Automated Tequila Machine. Visitors to the pop-up space on Melrose Avenue in West Hollywood could collect the colorful Cincos by scanning a QR code on the screen with their smartphones. The ATM randomly dispensed up to 10 Cincos with unique PINs that they could use to get a Venmo credit—up to $50 per day per person.

“Los Angeles is one of the brand’s biggest markets, so we wanted to engage our community there in an interactive way that would get them excited to celebrate Cinco de Mayo with us,” Schafer says.

In another digital dimension to the promotion, the brand created its own NFT. An NFT is a digital asset that stands for non-fungible token, but in this case was renamed NFTequila. For its NFT, Limón created digital art called “Tequila Trip” that featured the brand’s signature blue pickup truck winding its way through agave fields. It was parent company Diageo’s first NFT and helped “extend our reach beyond our typical audience,” says Schafer.

Don Julio Modern Cinco de Mayo digital currency design

Don Julio’s digital currency was designed by the Mexican artist Claudio Límon.

Through p.r., talent partnerships, online video, social and paid media, the campaign generated 513 million impressions, according to Schafer, and the microsite drew more than 260,000 page views.

“Cinco de Mayo is a key holiday for us, and we were able to encourage celebrations while also supporting the bartenders and restaurant workers who have always made our Cinco celebrations so special over the years,” says Schafer.

Finally, the brand marked the holiday by announcing a new charitable initiative. It created a new entity, the Tequila Don Julio Fund, to support the hospitality industry and committed $1 million in aid over four years. Its first contribution was a donation of $125,000 split between No Us Without You LA, which provides food security for Mexican hospitality workers in the Los Angeles area, and Restaurant Workers’ Community Foundation.

The NFT was auctioned using cryptocurrency on Rarible.com for 0.25 WETH, or the equivalent of $872.27. The proceeds were donated by Limón to the fund.

The Cinco spirit will continue through the summer as the ATM activation travels to markets including New York, Miami and Houston. Agency: NVE, Los Angeles.

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Optimize Your Strategy for a Future Dominated by Virtual and Hybrid Eventshttps://eventmarketer.tradepub.com/free/w_defa1300/#new_tab Mon, 24 May 2021 10:00:47 +0000 https://www.eventmarketer.com/?p=161377 Virtual events are here to stay—unlock insights on how organizations can best leverage event tech to prepare for the future…

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Virtual events are here to stay—unlock insights on how organizations can best leverage event tech to prepare for the future…

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Clear Hosts a COVID-safe Reunion Event for Families Separated by the Pandemichttps://www.eventmarketer.com/article/families-reconnect-clear-reunion-event-metlife-stadium/ Mon, 17 May 2021 10:01:54 +0000 https://www.eventmarketer.com/?p=161117 For many Americans, the hardship of being isolated from loved ones has been a reality for over a year as a result of the pandemic, but at Clear’s “Day of Families” event on May 6, more than 100 family members and friends finally experienced the in-person reunion they’d been waiting for. In partnership with United Airlines and Marriott Bonvoy, Clear, […]

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For many Americans, the hardship of being isolated from loved ones has been a reality for over a year as a result of the pandemic, but at Clear’s “Day of Families” event on May 6, more than 100 family members and friends finally experienced the in-person reunion they’d been waiting for. In partnership with United Airlines and Marriott Bonvoy, Clear, a secure identity platform, leveraged its Health Pass service to deliver a COVID-safe reunion event hosted by Neil Patrick Harris at New Jersey’s MetLife Stadium.

Celebrations kicked off on May 5 at Fort Lauderdale-Hollywood International Airport, where 34 fully-vaccinated seniors from across South Florida prepared for a private chartered flight to New Jersey where they would reunite with loved ones. The seniors enjoyed a welcome reception at United Airlines’ Fort Lauderdale United Club lounge before boarding the flight. Once on board, they experienced a water cannon salute featuring massive jets of water crossing over the plane as it prepared for departure.


stock_social-distancing_covid_teaserMore Insights on Hosting in-Person Events:

Following their arrival in New Jersey, the seniors were transported to Marriott’s Renaissance New York Chelsea property in Manhattan, where they received a “wall of applause” from hotel staff and Clear employees as they entered the space. The group then received dinners to take back to their complimentary rooms, where they could rest up before the big day.

“The whole idea was bringing people together and it wouldn’t have worked if so many different partners hadn’t come together,” says Laura Brounstein, vp-content and storytelling at Clear. “I think for any one entity to pull this off with no help would be hard. You need good partners who know their space, then you can lean into what is going to optimize for safety and happiness.”

On May 6, the seniors’ friends and family members from the tri-state area gathered at MetLife Stadium. Each of them used Clear’s Health Pass to securely link to their negative COVID-19 test results in order to be admitted into the venue. The service, available on the brand’s mobile app, uses biometrics to link a person’s identity to heath records or surveys that verify the individual is COVID-free before entering an event (Clear provides the technology, while event organizers specify entry requirements, like a negative COVID-19 test).

clear-day-of-families-2021_8-1_Family at dining table

What may have been mundane in the past—like eating family-style meals—was a meaningful part of attendees’ experience.

Inside the stadium, countless hugs ensued as the seniors were finally reunited with their loved ones. Attendees included Carmen Iglesias and Julian Fernandez, who interacted with their four-year-old grandson, Mateo Urena, for the first time since the start of the pandemic, and sisters Michelle Wasserman and Susan Weinberg, who reunited with their late brother’s children for the first time since losing him to COVID-19.

In addition to catching up with friends and family, attendees experienced musical performances by Broadway stars Mandy Gonzalez and Seth Rudetsky of “Hamilton” and Kerry Butler of “Mean Girls,” photo activations and a lunch featuring family-style platters (a novelty amid the pandemic). Clear provided a GIF booth, while United Airlines created a photo op that transported attendees to various travel destinations. There was also a heart wall, where attendees could write down what the day meant to them on blue, heart-shaped sticky notes, then attach them to the installation. Festive balloons, swag bags and dining tables arranged in the shape of Clear’s logo rounded out the event touchpoints.

“It was important to be infusing good, positive energy into every moment. So if people did get nervous, which is understandable, there would be something to buoy them forward,” says Brounstein. “When we think about what everybody has been working through in the last year, and it’s just been up and down and you’re hearing such terrible news out of other areas in the world, getting to create something that was all about warmth and love, and doing so without the significant risk factor, just felt fantastic.” Agency: Superfly, New York City.

 

A Day of Families at MetLife Stadium:

Photo credit: Getty Images, Lori Gutman, Gina LeVay

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