Experience Kissimmee Creates Zip Line Adventure to Get People Wishing for Warm Sunshine

Most promotional events seek to make the comfort of the visitors paramount. And when holding an outdoor event in Chicago in February, snowfall would usually be viewed as bad news. But when Experience Kissimmee they hosted an outdoor zipline in Millennium Park, snow was the perfect final touch. The goal of the event was to provide residents of the windy city with a fun experience, but also to get them thinking about how welcome Florida sunshine really would be. Though it was frigid, people waited in long lines, sometimes more than two hours, to take a ride on the zipline. Altogether, 1,362 people took the ride, warmed only by their adrenaline.

After, they were invited to sip hot chocolate while enjoying a warming tent, complete with baby alligators, ready to pose for a photo. A total of 4,220 people visited the tent. Inside the tent, visitors could speak with representatives from Experience Kissimmee to learn about the many tourist and travel opportunities they offer. Adding a community service component that tied into the staying warm in winter theme, Experience Kissimmee worked with One Warm Coat, inviting participants to donate a winter coat. 1,000 coats were donated to Chicago Public Schools because of the event.

The novelty of frigid ziplining provided by a tourism company based in the sunshine state got lots of attention—the goal of any experiential marketing campaign. All told, there were 32 unique stories broadcast in the press, including on NBC and CBS local affiliates. Word spread fast on social media as well, garnering seven million impressions across social.

Adding to the event was the fact that this was the first marketing event that has been hosted in Chicago's Millennium Park. Also, that it was held over Valentine's Day weekend made it the perfect adventure before a romantic evening for couples, and because it was free, young couples who would have had a hard time affording what generally constitutes a special day, could partake. Also, the events official title, "Escape the Cold. Warm Your Heart." tied in perfectly with all aspects of the event.

If you're interested in hosting an event that gets great organic attention and excellent press, planning the unexpected is the perfect way. Our multiple event spaces in Miami's Arts District provide incredible opportunities to go against the grain and create an experience that will get you noticed. To find out more, give us a call.

How M&M's Got Innovative to Celebrate Their 75th Anniversary

While the real estate industry is known to employ some innovative tactics for promotional marketing, this time there was a reversal of roles when the Mars candy company used real estate to create a captivating event to celebrate the 75th anniversary of M&M's. This past March, Mars hosted the event at New York City's Altman building. The theme centered around the characters that have become the candy's mascot. Though not quite as old as the candy itself, which hit the market in 1941, anthropomorphic, talking M&M's first appeared in advertisements in 1954. But these were black and white, and only came in two varieties, peanut and plain. The colorful "spokescandies" that we know today came into being at the same time as blue M&M's, in 1995. And they proved so popular that they continue as powerful marketing icons to this day. For the March 3rd event, the company created "apartments" to go with each M&M's character's specific personality. Yellow's child-like personality was showcased with a yellow-ball filled fun pit and GIF booth where attendees could make their own. Green's flirty side was captured in a makeup vanity complete with green lipstick. Blue's apartment was a suave bachelor pad. And brainy Brown's apartment perfectly summed up her classy intellectual personality, with an office and her trademark glasses left on the desk. These weren't just surface assessments of their mascots though. To properly celebrate the 75th anniversary, Mars dug deep into the history and lore of M&M's and their marketing campaigns of the past. A Statue of Liberty model in Green's room alluded to the time she floated down the Hudson dressed as Lady Liberty for a 2007 promotion. Red's room had a vintage poster that made reference to the reason why M&M's were originally created as MREs for WWII soldiers. And Brown's apartment had a script based on the often told legend that Van Halen's concert rider includes a clause forbidding brown M&M's from the dressing room.

To make this a truly red carpet worthy event, Mars did more than just roll out the red carpet (although roll out the red carpet they did). There were candy shop dispensers of M&M's in all sorts of unseen colors, inviting guests to vote on new ones and also take some home. There were passed hors d'oeuvres and mini grilled cheeses served with shots of tomato soup. There was also a full bar, featuring cocktails based on each M&M. Additionally there were multiple interactive components, including stations set up throughout the event, with headphones and tablets, allowing participants to engage in an augmented reality experience, as well as allow them to shuffle M&M's to create their own rendition of Sammy Davis Jr.'s iconic "The Candy Man." This song served as the theme for the evening, as the original Sammy Davis Jr. song was used in vintage M&M ads, and the event's grand finale was a live remake of the song by Zedd and Aloe Blacc, titled "Candyman," which has already gotten 10 million hits online. Although this was a massive event, it's just kicking off the anniversary celebrations, as Mars plans to repackage aspects of the event on a smaller scale to serve up at different locations across the country, as well as developing a virtual reality version.

Samsung Creates Digital Playground

It's obvious that something is very different the moment you walk into Samsung 837 in Manhattan. From the outside, this location looks much like any other big-city electronics store, and even its "837" name is just a reference to its address. However, once you go in, you can see that it isn't really a store at all. You have just entered the company's "digital playground," where you aren't meant to buy things, but instead, check out all of the latest offerings. In effect, it is a giant, interactive, 3D advertisement. Customers who check out this showroom won't be thinking of advertising as they indulge their desire to play with all of the electronics that are out and waiting for their attention. A giant screen, made up of 96 other screens, grabs that attention like a hook. When there are no events or shows taking place, visitors get to use it to display selfies. What makes these selfies unique is that each image is made up of the selfies of previous visitors, all automatically arranged to produce the picture like a big mosaic.

Visitors also get to experience their social media identities in a way never before seen. After entering account information into an interface, a special room full of screens shows a huge array of posts while a voice reads out hashtag information. This room has a tunnel-like construction, and screens are everywhere – including underfoot. Once the visual display is over, the screens turn into mirrors, bringing the maximum impact to the visitor's experience.

Many other displays are there, and some of the other floors have a different look and feel in order to better simulate the situations in which the products are used. All of these exhibits help immerse the visitor into Samsung's own electronic world and imagine more possibilities for the company's products. All around, staff explain how to use the exhibits, describe products, and keep everyone oriented. Samsung has also made the location's one-on-one customer care center available online. This completes the experience for visitors who decide to get more information later on.

Yet, despite all of this effort, none of the products are for sale at that particular location. Instead, the purpose of Samsung 837 is to let people directly interact with Samsung products, see the many awe-inspiring ways they can be used, and help visitors decide which ones to get after they leave the Electronic Playground.

This is just one example of how a venue can be set up to change a set of displays from mere advertising into full-immersion experiential marketing. For more ideas, and for the perfect venue for your short-term marketing event, just contact us. Our SoHo Studios venue can handle all of the creativity you can put into your show.

How to Host Dynamic (and Successful) Influencer Events

When you are banking on an audience of influencer types at your next marketing, fun, or another unique event, there are some key decisions you need to make and implement even before the big night in order to attract and bring in the all important influencer, one big secret to a successful event. Always remember that in the world of events-- attendees with the power to get your event information to the masses-- either through social media outlets such as Twitter or Instagram, the press, or some other form of publicity, are the big-ticket guests of the night.

Influencers are the movers and shakers of the event world which and as a result,  they are usually in high demand.  Your first touch needs to generate curiosity and interest enough so that they will want to learn more about what's happening, why, and where.  In short is this something they think is worth their time?

Because you are selling your event, brand, and more to the influencer, you'll want your invite to be perfect.  Electronic invites, while much more economical, are just not as effective as good old fashioned hard invites. Our suggestion: find out your influencers optimal contact time and send a hand-delivered, well-designed and impressive invite as a personal touch.  If you must send an emailed invite, refrain from using one of the online vendor products such as those found on Evite.  Instead send a personalized email from your personal account.  Influencers also want to know their presence will be valued and that the event organizer-- in this case you-- values them.

Once you have determined your target audience (Social Media Sweetheart or an A-list Celebrity who lives locally) be sure to court them appropriately always putting your best foot forward.  Don't forget the SWAG bag, or red carpet treatment promises.  Narrow the field and really focus on several key influencers who have an appeal to your targeted groups.

Known influencers are often drawn to events where they are able to interact and engage other influencers like them.  It's true.  Just like the choir kids in high-school hung out with the theater kids, key influencers want to be around other influencers.  These alliances are beneficial too, as you may want to encourage their involvement by inviting your chosen influencer to recommend a venue, artist, host, or speaker.  This will increase their investment and interest.

The right Event Influencer at the right time and the perfectly planned event can yield a home run event for your organization, product, and brand.  As you plan remember that their involvement is key and you should place an optimum on attracting them to your events for a win all-around.

Miami Swim Week 2016

There are always new and trendy events taking place in Miami and during the week of July 18, there was Miami Swim Week. This event has been running annually for a few years now, and is set amongst the trade show for swimwear. After all, where better to showcase all of the latest bikinis, tankinis, and one-pieces than near the beaches of Miami? Press and buyers alike flocked to Miami and the event took place for six fun-filled days of runways, dinners, and parties.

It was all about the parties at Miami Swim Week. There were a variety of organizations that brought a lineup of events to the schedule, such as Funkshion and Dive. There were other brands that also hosted some independent events, such as Monica Hansen and Camilla. There were even some larger companies that hosted lounges and poolside bungalows.

Runway shows typically ran for about an hour and a half, which allowed various designers to showcase what they had coming up in the world of swimwear. Some of the hosted dinners overshadowed the designs, simply because of the level of glamour and glitz given to them.

There’s one thing that was obvious throughout Swim Week: one pieces are always going to be a respectable option. So many people think that there is a trend moving away from the one piece. However, it was the one piece that was the big winner. They give off a “Baywatch vibe” according to Katharine Newman, who is one of the leaders behind Bikini.com.

Elle fashion magazine was present at Miami Swim Week 2016 and showed some of the latest styles that were presented. They also helped to define what a front was, something that has been released for a few years, though has not entirely caught on. A front is what looks like a leotard bottom and is a very high cut bikini. Some definite it as a thong for the front in terms of just how high cut it really is.

The swim industry plans to return to Miami once again in 2017. The city has a significant amount of relevance, particularly within luxury fashion. There will be many more runway shows appearing throughout the city and whether it is swimwear, cocktail dresses, or something else, the city will be happy to act as the host.

There are some amazing hotels and event spaces that are available throughout the Miami scene. This is what makes it all so exciting when there are events that come into the metropolitan city. Each one is capable of helping the event become a success, especially when organizers can come together to provide a phenomenal schedule that will keep everyone engaged throughout the time that they are there.

Jack Links Celebrates National Jerky Day In Brooklyn

One of the best ways to celebrate National Jerky Day was displayed in Brooklyn, New York. Jack Links decided that they were going to have an Ultimeat Meatathon event and it took place on June 11 and 12. It’s a “beefy series” of physical challenges thanks to a 612 foot obstacle course that was rolled out. Jack Links decided they really needed to do it up big. After all, this is the fifth year for the company celebrating National Jerky Day, which began in 2012 to celebrate how Americans love the meaty snack. A health and wellness theme was used this year, asking people to be physical as opposed to jerky, which was the standard in years past. There was also the tagline for the brand to be considered: feed your wild side.

As the director of marketing for Jack Links said, they wanted to not only feed but also fuel that wild side. A healthy snack is in order when people want fuel and that was the goal of the event.

The obstacle course is unlike any other. It began with a Forest Stump Jump and then there was the Jerky Traverse Climbing Wall. For those who didn’t want to climb, they could also go into the Squatchie Zone and perform 10 burpees. After this, people had to climb up a cargo net and land on a cushion that had the adequate name of a “meat cloud.” Then there was a Jerky Crawl maze and a Hangry Gauntlet.

Quite a few people were out of breath getting through the obstacle course, but when they ended, they were led to a photo op and then on to samples of jerky as well as plenty of Jack Links. The leaders within each category also were able to snag a medal. A medal that was actually made of meat.

Jack Links has a unique approach to marketing. They want to convey their brand in person and therefore they prefer one on one marketing that is “in your face.” They don’t want to be all about the TV ads. Instead, they want to focus on being about the consumer.

It doesn’t seem fair that Brooklyn gets all the excitement. The people of Miami love their meat, too. After all, those within Miami certainly have a wild side and it needs to be fed as well.

Obviously, we need a Meatathon in Miami. This would make it a great way to celebrate National Jerky Day every June. Soho Studios would be happy to host such a thing if Jack Links decided to take it out of Brooklyn, or even make it something that was available throughout the rest of the country. After all, with meat clouds, meat medals, and a complete obstacle course, how could anyone resist?

Pokémon Go: How Can Event Planners Use this New Trend

Without a doubt you've heard about this craze that is sweeping not only the United States, but the entire world. Perhaps you're even an avid player. In fact, chances are good that you are. Few apps have seen such fast success, or put out such incredible numbers of engagement at any point during their existence. Released in the United States on July 6, the app had more downloads from the Apple iTunes store than any other app in history in its first week, and on Android devices, the app was being used twice as much as Facebook. What can an event planner learn from all of this record breaking user engagement?

How is Pokémon Go Different?

The popularity of apps ebb and flow. Every so often, a new trend will stick around, but regardless of staying power, there is one thing that truly sets Pokémon Go apart from the rest, something that event planners in particular should take notice of. While many popular social media sites like Instagram or Snapchat will encourage users to go out in the world to get better pictures or stories, it's completely up to the user how and where to go, and a creative user can use those services to equally great effect by staying home. But Pokémon Go, by its nature as a location based game with a virtual reality component, dictates the terms of where its users must go to participate.

Already events and businesses have been noting the success of Pokémon Go, and taking advantage of the game directly, from the Republican Convention setting up as a Pokémon Gym (a place where players can battle each other) to a Hillary Clinton campaign event hosted at a Pokéstop (where players can catch Pokémon), it's use as an effective engagement tool, is one thing both sides of the aisle can agree on. At the recent Comic Con convention in San Diego, they created a tie-in by including pointers on where to hunt Pokémon in their city guide and a New York chocolate shop has been creating Pokémon chocolates and offering discounts to players. At this time, there is no way to interact directly with game creators for sponsorship, but there are lots of opportunities to reference the game. But there's even more to be learned.

Using Augmented Reality to Create a Real World Adventure Based on a Great Story

As Woody Allen once said, "Showing up is 80 per cent of success." For the event planners, getting their target audience to show up can feel like the single factor that determines success. In the very beginning of its popularity, a lot was made about the fitness benefits of the game, and with good reason. The first person to "catch 'em all" dropped eight pounds in two weeks. What is it about this game that gets people to leave the many conveniences of the contemporary world, from endless streaming video services, to top video games, to whiling away hours on Facebook?

Pokémon has been around for 20 years, and while enjoying a similar sort of popularity in the 90s, it's current incarnation transcends age. As any great marketer well knows, getting successful engagement is all about having a great story. But the genius of Pokémon Go lies in its integration of that strong backstory with the latest technology, from geolocation to virtual reality. By combining a gaming aspect, with a fun competitive edge, they have done a remarkable job of getting people to leave their arm chairs and engage.

At Soho Studios we take great pride in offering the cutting edge of event planning services along with state of the art and beautiful spaces. To find out how you can apply more of the lessons of the success of Pokémon Go to your next event, give us a call.

Our New Neighbors in Wynwood

Wynwood is one of the hottest districts in the Miami area. There is always something new happening or opening up in this area, which makes it hot year round. There are a number of eateries and bars in the area that make it one of the most popular places to be. Here’s a list of the newest places you may want to check out:

• Alter

Alter was a semifinalist for the James Beard Award Best New Restaurant in 2016. The first solo restaurant from one of Food & Wine’s Best New Chefs for 2016, you won’t go wrong at Brad Kilgore’s spot. Check it out at 223 NW 23^rd Street. 305-573-5996.

• Coyo

If you’re in the mood for tacos, Coyo is the place to go. Located in the heart of Wynwood, It’s more than a place to eat, but you can get your dance on all night. 2320 NW 2^nd Avenue. 305-573-8228.

• KYU

If Asian cuisine is your thing, you won’t be able to get enough of KYU. Imagine Asian barbeque at its best in a hip setting. You’ve found a winner. Find it at 251 NW 25^th Street. 786-577-0150.

• The Salty Donut

On the weekends, it’s almost a given to have a sweet tooth. You can curb your cravings at The Salty Donut from pastry veteran Max Santiago. Right now it’s a cute little weekend pop-up, but the brick-and-mortar is soon to follow. Located at 29 NW 24^th street. 305-925-8126.

• The Bar Next Door

If you’re looking for a late night munch-fest, you’ve found the right place in The Bar Next Door. A versatile menu promises something for everyone with a classy, yet casual ambience. Find it at 2519 NW 2^nd Avenue. 305-748-2828.

• El Patio

Wynwood is known for its diverse community and at El Patio, you’ll get a taste of Colombia. Brainchild of Nicolas Hoyo, patrons can enjoy great cocktails, weekend late night dance parties, and happy hour specials all week long. Located at 167 NW 23^rd street. 786-409-2241.

• The Wynwood Yard

Part of the culinary incubator, patrons can enjoy foods from four different restaurants that rotate. There’s Vibe 305, which features American food; Myumi, which is an omakase food truck; Arabian Knife, that will give you all the great cuisine of the Middle East; and Della Test Kitche, which is a plant-based healthy bowl concept. Find it at 56 NW 29^th street.

These are just some of the hottest new places on the scene in Wynwood that will get your palate ready for fun and food.  After your event with us, make sure to check out one of these new spots.  There’s also Zak the Baker and a few other places you should check out too. If Miami’s known for one thing – it’s great food.

Absolut and Deadmau5 Create a Virtual Reality Game

Over the past two years, Absolut Vodka has been using their Absolut Nights marketing campaign to reestablish themselves as the trendsetter for night life. Based primarily around videos that range from 30 seconds to a minute, they show a diverse range of people having different interpretations of similarly wonderful nights, involving dancing, fireworks and watching the sunrise with friends or a special someone, and of course a cocktail made with Absolut. The campaign has garnered great success for the brand, including an increase in sales of 5.8%. They've also expanded from the more traditional videos (albeit ones with a heavy social media presence and strong use of hash-tagging) onto more innovative platforms and mediums, including the app, Hoppr, for finding the best events in nightlife. Now, Absolut is not just positioning themselves to be an industry leader in nightlife, but in teaming up with electronic music producer, Deadmau5, to create a virtual reality game for mobile devices as well as a limited edition headset, they're opening new and exciting avenues for branding. The collaboration is a great way of combining gaming and music with today's hottest technology. Deadmau5, a well-known gaming enthusiast, is also known for having fans who seek out the most cutting edge technology. Both gaming and music are ideal areas to explore through the immersive medium of virtual reality, and in what is truly 21st century marketing, the campaign pairs perfectly with a live event: on the day the game is released, July 27, Deadmau5 will be performing a live event in NYC.

The VR of the game operates in the same way as Google Cardboard, but Absolut and Deadmau5 have created their own special edition branded players, on sale now for $18 (which is only $3 more than the least expensive Google Cardboard player). Plus, the app will work with other headsets, and other apps will work with the special edition headset. The goal was not to monetize the game or the headsets, but to create a truly unique experience for old and new fans alike of both the vodka brand and Deadmau5. The game combines real footage from Deadmau5's concerts, exclusive songs as well as mini-games of running and driving.

The collaboration, the game, the music and the live event all work together beautifully to perfectly convey Absolut's brand message of having an unforgettable night. This newest addition to the Absolut Nights campaign also demonstrates how many ways there are to expand beyond physical events in addition to the regular use of social media and a digital presence.

As we continue into the 21st century, we look forward to helping our clients explore the many ways that they can use events to create powerful branding opportunities that extend far beyond four walls.  Contact us to help you get started.

Propel Co:Labs Joining the Healthy Pop Up Movement

Propel has launched a pop-up studio program that is quickly becoming one of the hottest exercise trends today. Being in celebration of their flavored water (with more electrolytes), Propel is touring their Propel Co:Labs in New York so more workout enthusiasts can understand what the brand is all about. So with a Propel Co:Lab setting up another brand experience, we're going to give you a sneak peek in regards to what the event is about and what could be expected at a Propel event. With this being said, here's a look at what Propel Co:Labs has to offer. About Propel Co:Labs

The previous Propel Co:Labs opening was such a wild success in Los Angeles that Propel has decided to launch an event in New York. The initial Los Angeles Propel launch went as follows:

• Taking place in a private home located in Venice Beach, the Propel's four day event transformed the home into every fitness fanatics' dream. The Propel Co:Lab was open 12 hours a day and allowed customers to sign up for free fitness classes (the classes themselves were one hour long) that were held by fitness personalities and Propel partners. Classes included Modelfit, Yoga for Bad People, Speedplay, Cobra Fitness Club, The Class, and Y7 Studio. One of the many fitness personalities on board included Gunnar Peterson, who is well known as a trainer for the stars.
• When the customers arrived, Bandier (a fitness apparel brand) offered outfits that included accessories and other products for their first level purchase. In addition to this, a 3D photo booth was provided so that the customers could place themselves into their desired Propel advertisement and share them with friends/family.For their "Science of Propel" space, Propel set up messaging that explained the scientific explanation of the ingredients and how the electrolytes effect your body.On the rooftop, a DJ was spinning records and a bar served smoothies that were made with Propel.The fitness classes themselves were held in the modern studio spaces of the LA home.
• On the opening day, the event held an influencer night that featured fitness media, local fitness bloggers, and a surprise performance by none other than Nick Jonas. Driving the buzz for the event was a Q&A with Gunner Peterson and an organized lunch. In addition to this, Electric Flight Crew dropped by (a savvy fitness club on social media) and shared their experience at the event.

In consideration of the information above, it's safe to say that the sky is the limit if Propel happens to come to your town.

Want to create a fun pop-up fitness event in Miami?  Contact us today for a tour of our studios.