7 Best Cities to Host a Pop Up Event

7 Best Cities to Host a Pop Up Event

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Are you considering hosting a pop-up event? You should. They are becoming increasingly popular, and are an excellent way to get your brand out there, make an impression, and gain new customers. If you aren't familiar with pop-up events, the concept behind them is pretty simple. They started becoming a "thing" about a decade ago, and are more popular now than ever. They are events that seem temporary or unplanned, but are actually anything but. To pull one off, you have to have an event planner who knows how to make an intricately designed event look totally casual, even like it was thrown together on the spur of the moment. You also need a large audience, because you want your event to gain a lot of public attention.

This need for an audience of passersby means you should ideally be having your pop-up event in a place where it will be easy for you to get a lot of foot traffic. These are the seven best cities in which to host a pop-up event, including a few examples of successful ones, to give you a few ideas for your own.

1. New York City, NY

As one of the busiest cities on Earth, and a top tourist destination to boot, New York City is an ideal location for any kind of pop-up event. In the world's melting pot city, you may even attract the attention of a few celebrities to your event. There will certainly be no shortage of potential participants.

A really successful pop-up event that was held here was done by the Culinary Institute of America, where students took over the famed Pangea restaurant to host a unique dinner. The menu was planned to contain only items that drew attention to how we will feed the planet as our resources dwindle in future generations. Conscious dining was the theme, and innovative, sustainable dishes were served to great acclaim. Because the event let visitors feel good about the cause they were supporting, they were also willing to pay more for it than a typical restaurant.

2. Los Angeles, CA

The home of the world's entertainment industry is another ideal location for a pop-up event. The possibility for celebrities coming and bringing attention and prestige to your brand is high. Like NYC, there is also a lot of tourist traffic. Plus, the paparazzi are everywhere here, and likely to cover your event, especially if someone famous shows up.

A pop-up store was set up in LA before the premier of the movie, Where the Wild Things Are, to sell memorabilia. The store was created to look like a nest in one corner, and a giant child's fort in another corner. The mannequins were given horns to resemble wild creatures. It was such a fun place to shop, and looked like it had always been there. For the short time the store was there, it pulled in an amazing amount of traffic and sales.

3. London, UK

The NYC of the UK, London is a city that always has something happening, and foot traffic from regular people, celebrities, and nobility alike. It is also the location of a highly creative pop-up event that shows their versatility. This one was put on by the Wieden+Kennedy ad agency, and its purpose was to show anyone who happened by what it is like to work there. The front window of the office was transformed into a cartoon set, where employees took turns working. It looked like they were working in an animated cartoon environment, and passersby loved it. There was even a webcam on the agency's website so anyone in the world could watch. This event went on for a few weeks, and gained a huge amount of attention and brand recognition for the agency.

4. Paris, France

Probably the second-best place to have a pop-up event in Europe besides London, Paris has everything going for it that London does, only with that traditionally romantic Parisian background. It would be a perfect location for any dating or romance-themed event.

5. Seattle, WA

Known for its eclectic residents, this is the home of Starbucks and grunge rock, among other things. With a large population, and high tourist traffic, with people who are known to be environmentally aware, this is the perfect location for any "save the planet" or sustainability pop-up event.

6. Orlando, FL

It's the vacation capital of the world. If you are looking to put on a family-friendly event, or one that caters to a fun-loving, irreverent crowd, like college students or hipsters, this is the place to do it.

7. Miami, FL

The southernmost home of the nation's celebrities, heirs and heiresses, and other glitterati, as well as vacationers and partiers of all ages, Miami is a hotspot of non-stop activity, making it an ideal place to host a pop-up event of just about any kind. Plus, it has the advantage of having Soho Studios there, which is a perfect location for an event, or to find the people with the right experience and knowledge of the Miami crowd to plan an incredible one for you.

How to Use Snap Glasses Like a Boss

How to Use Snap Glasses Like a Boss  

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Experiential marketing events are all about the visuals, and Snap Spectacles are being used by today’s idea-creators to craft memorable times. Snap Spectacles are smart glasses, developed by Snap—also known as Snapchat—for iOS and Android devices. They give Snapchat users a new way to capture, store and share content via the Snapchat platform—all with a hands-free spin.

They have a trending design, looking like a colorful pair of party shades. Each Snap Spectacle features a 115-degree wide-angle lens, giving the wearer the ability to capture circular video. Basically, they’re created for on-the-go video capture. Any user with a smartphone can sync footage, connect to users on Wi-Fi and share mobile content. Meanwhile, snaps recorded with iPhones can be transferred through a Snap Spectacle’s Wi-Fi or Bluetooth connection. The day’s footage is compiled into a Snapchat Story. Then, it can be exported as either individual snaps or entire collections.

They’re $130 for a pair, but they’re incredibly useful as event tools. If you’re able to throw down on a Snap Spectacles investment, the strategies below might be useful to you.

Strategy One: Implement Games

You’re already on a highly visual path. Spectacles aren’t only useful for digital picture snapping; they’re awesome live-action tools for high-energy situations. So, implement games at your event! Trolli’s used Snap Spectacles at its Beardsketball activation, engaging consumers on a new, immersive level. By focusing the spotlight on the players, you’ll create an environment conducive to engagement, long-term action and a great social media campaign.

Strategy Two: Get First-Person

Because Spectacles offer a rare first-person point of view, they’re solid tools for any experiential campaign which utilizes on-site visuals, movement and attendee engagement. When viewed by the Snapchat app, captured Spectacles footage gives viewers the ability to rotate their phone while holding the same image. Even if the phone is turned around, Spectacles can capture a full range of motion via its circular lens. Tell attendees to show their hands, and show how hands-off your event can be.

Strategy Three: Prep for Augmented Reality

Spectacles don’t have augmented reality features yet, but they’re going to have them in the figure. At least, we assume they will. Last month, a Snap patent application for future AR glasses was discovered by Mashable. If you’re dropping money on a Spectacles investment, consider making it the first step of many. A long-term Spectacles campaign might be the push you need, as a marketer, to craft a road to success. As for an AR experience, combine the first two strategies while giving attendees the chance to engage your product on a new, digital, level.

Snapp’s app is expected to grow—and quickly. Aside from its AR patent for a product called World Lenses, it’ll be a useful tool for marketers wanting to engage attendees with Snapchat filters, 3D object placement and a slew of other nifty games. If you haven’t yet, check out the Spectacles web page. If you think your strategy has room for such a device—don’t hesitate. It’s totally worthwhile.

Why Bumble Used a Food Truck for its Latest Experiential Event

Why Bumble Used a Food Truck for its Latest Experiential Event  

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As most Millennials know, mobile app dating is tough. “Catfishing,” or pretending to be someone you’re not, is a pretty big occurrence across Tinder and Bumble alike. Bumble is a dating app which requires women to message matched men first. Bumble, itself, recently released an anti-catfish mobile app feature. To promote itself, the Austin-based tech company created a New York airstream food truck.

It served fish tacos, promoting its new photo verification feature capable of weeding out phony Bumble accounts. The “catfish” slang term was created and popularized back in 2010 during a documentary. Now, it’s been implemented into the mobile app’s photo verification feature to screen out the prevalent fake accounts.

The feature makes users snap a selfie in highly specific poses, so as to make sure the user isn’t using another’s pre-existing photos from Facebook, Instagram or another visual-based website. Soon, Bumble will extend into the friend networking world—becoming much more than a dating app. Photo verification might not be the most alluring feature, but Bumble’s idea creators have sustained a positive marketing campaign pinned to the app’s classier approach to mobile dating.

As for the food truck, it existed to celebrate the app’s newest feature. After all, the photo verification feature was created in a playful way—giving users control of their identity verification without necessarily breaking down the app’s intrigue. Called “The Great Catch” promotion, Bumble’s food truck promotion handed out free catfish-centric dishes. Aside from the catfish tacos, the truck had catfish sliders, roasted squash salad and honey-sweetened Arnold Palmer which was popularized through “Top Chef’s” Sam Talbot—a Brooklyn contestant.

Marketing for a mobile app is tough, but Bumble’s Director of Marketing, Chelsea Maclin, reportedly created the campaign to invite newcomers with open arms while celebrating its current users. The app’s huge user base, stationed in New York, let various Bumble brand ambassadors verify their mobile devices while waiting for grub. These ambassadors could then explain how Bumble—and the offshoot, Bumble BFF—worked. They walked attendees through the app’s download, setup and use. Meanwhile, the app’s preexisting users were invited to learn more about the app’s features.

The photo verification feature, of course, was at the centerfold. Bumble users were given branded giveaways, including pins, hats and t-shirts. Then, they were allowed to participate in the brand’s many on-site photo booth experiences. No experiential event is complete without a conference. Thus, Bumble invited its key influencers and press people to take part in The Great Catch. They were given yellow tackle boxes—branded, of course—each packed with anti-catfishing messages and swag.

Bumble is an engaging experience, and it was deserving of a campaign capable of touching the catfish topic lightly while also recognizing the app feature’s important use. Because Bumble’s goal is to help users create meaningful relationships, much of the experiential event was created to connect with the app’s users on a personal level. Online safety, accountability and freedom can be a touchy subject—but Bumble covered it with grace.

How Perrier Lunch Break Maintains its Popularity Into 2017

How Perrier Lunch Break Maintains its Popularity Into 2017

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The Perrier Lunch Break returned in 2017 after having a very successful run the year before. In it, dance parties are hosted by Perrier that feature quirky characters and hot air balloons. The unusual decorating scheme gives the events a fantastical, fun atmosphere that is instantly recognizable. Another unusual choice Perrier has made is to hold them during or near the lunch hours instead of the traditional times for dancing and partying.

Perrier has made these and other choices to highlight its product as being unusual compared to the alternatives. It ties in perfectly with its branding as Perrier Extraordinaire and will surely make attendees think of the sparkling water when they host parties of their own.

This event wasn't originally sponsored by Perrier, but instead, started out under the umbrella of vodka company Absolut. The company set up events at several popular nightclubs, which were glad to host it and bring in customers during what had been their off-hours.

The maiin reason for the event's growth is the change in the experience brought on by Perrier's sponsorship. This company took it from being a sparse event that simply mentioned a brand of vodka to a full-on engineered experience. As word of the change spread, more and more people attended in expectation of actually having a fun time. Now, some clubs host over 400 people when they hold Lunch Break events.

Notably, Perrier doesn't directly control all aspects of the events it sponsors. Instead, club owners are given plenty of latitude in terms of design, which musical acts are hired, and more. This allows each club to customize the experience to meet the tastes of their audiences, while Perrier provides just enough guidance to ensure that certain branding objectives are met.

During the events, it is typical for DJs play the latest trendy music while people enjoy a drink or two and have a dance. Then, when the event is over, each attendee is given a take-out bag of lunch to eat. Long lines can be expected at nightclubs that have had these events before, proving their popularity.

Perrier Lunch Break dancing events take place in major cities around the United States. New York city sometimes hosts multiple parties, and cities like Miami, Los Angeles, and Chicago also get their share. Other big, trendsetting metropoles are also included.

While Perrier isn't explicitly promoting the idea of social media sharing through the use of incentives, it is typical for people to go ahead and share anyway. This year's kickoff event in New York, for example, was so exciting that it gained 20 million social media views just from natural postings.

There's no need to have a giant marketing budget to sponsor a big, exciting party or other experiential marketing event. All you need to get started is a fun idea and a venue. In Miami, consider Soho Studios for your event location. We have up to 70,000 square feet of indoor space available, and we can provide all the help you need to design, configure, and outfit that area for your extravaganza. Our location also has two outdoor pavilions, so you can also party under the sun or stars.

When Music and Rum Collide

When Music and Rum Collide

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Bacardi has never been one to sit on its laurels when it comes to marketing, and this year is no exception. Now, it has partnered with EDM trio Major Lazer to put on a series of dance parties with an island theme. The events will feature Major Lazer's DJ, Jillionaire, who has been designated the "Minister of Rum." Since both Bacardi and Major Lazer have Caribbean roots, this theme is an excellent tie-in for them.

While the parties, which go under the title "Sound of Rum," will all have the same general theme, the specific presentations will vary between events. This ensures that everyone will experience something unique and the concept will remain fresh throughout the campaign.

Attendees at all of the shows can count on one thing being present, and that's new music from Major Lazer. The group has written at least one song, written just for the series of dances. It is named after the party series: "The Sound of Rum." Other new releases will also be played.

Major Lazer isn't the only partner releasing something new to commemorate the events. Bacardi is putting out a limited edition rum bottle with branding for both the event and the band. This is sure to be a hit with collectors.

Unlike many such corporate marketing events, the Sound of Rum parties aren't taking place as parts of larger festivals. Instead, they are stand-alone dance parties that occupy large swaths of their own space. For example, its debut party – named Spirit Up – took place on a private Miami beach. Bacardi created an entire temporary village surrounding the actual party, and within, people from various Caribbean islands served up food from their homelands as mixologists whipped up drinks. Meanwhile, Major Lazer set up giant speakers that ensured that everyone heard the music throughout the area.

This series of parties doesn't just cover the United States. It kicked off in Berlin, at the annual Bacardi Legacy Cocktail competition. From there, it is traveling around the world to bring rum, music, and a Caribbean atmosphere to several other countries.

Of course, a modern experiential marketing event isn't complete without the inclusion of social media. The two partners produced videos to share, started a program to donate studio time to aspiring Caribbean artists every time Major Lazer's "Front of the Line" track, and are counting on attendees sharing pictures and stories of their experience at the party. The follow-on effects of social sharing are typically the main source of marketing power behind such events. Through them, the experience – and the marketing message – travel far beyond the group of physical attendees.

There's no need to have Bacardi's $50 million marketing budget to put on an unforgettable event of your own. All you need is a fun event idea that ties into your branding, an atmosphere that encourages social sharing, and the right venue to hold your extravaganza. If you'll be holding your event in Miami, Florida, try having it at Soho Studios. We have up to 70,000 square feet of interior space and two outdoor pavilions that are great for parties or any other type of experiential marketing show you can imagine.

How to Use Haptic Technology to Engage your Event Goers

How to Use Haptic Technology to Engage your Event Goers

First of all, if you're not into gaming, you might not be too familiar with haptic technology. This technology uses touch as a means of interacting with computer or video game applications. With this technology, a person can feel and change items within a virtual world. It's like something from the future, and we have access to it today. How does this technology relate to you? You can use it to create an amazing experience for your event goers. 

Trending Ideas for Using Haptic Technology

Here are some ideas of how you could use haptic technology for an event:

Create Excitement Before an Event: Even before event goers reach your event, you can use haptic technology to create excitement about the event. Take some inspiration from how brands are using this technology for ads. For instance, Arby's created an ad that allowed the audience to feel a golfer's footsteps through an Android phone, and Showtime gave watchers the experience of sensing a bomb explosion during the Homeland Season 4 teaser. You could do something similar by creating an ad with haptic technology that simulates some experience of your event, such as the beat of music or the feel of catching a baseball. 

Help an Audience Feel the Music: If you're having an event with music, your audience could feel the rhythm of the music as they listen to it with the help of haptic technology. A wearable device gives the user's body the sensation of the music's timing and beat. 

Bring Interaction to Tradeshows and Event Stations: If your company is going to a tradeshow or creating an interactive station at an event, you could use this technology to interest your audience. It allows you to give your audience a sensory experience through touch screens. You could use it as a way to draw attention to your brand or to share an experience that provides a feel for your brand, such as the feel of your tires moving over gravel. 

Create a Calming Experience: If your event is focused on health or relaxation, such as a yoga event, or if you simply want to get everyone to take a deep breath before starting a talk, you could use haptic technology. The Apple Watch has an app called "Breathe" that helps the user take a break and focus on breathing as a form of meditation or mindfulness. The watch taps the wrist to guide the breathing. 

Provide a Virtual Experience: At your event, you can give your audience an amazing virtual 3D experience that involves the sense of touch in addition to auditory and visual stimulation. Haptic technology makes this possible so people can explore a virtual environment, play a game, make something or learn with a three-dimensional sense of touch as part of the equation. 

This list gives you some ideas of how you could use haptic technology to create an experience for your audience. Yet the sky's becoming the limit with this technology, so don't put your company in a box -- think of innovative ways you could adapt haptic technology to your brand. 

When is the Best Time to Plan an Experiential Marketing Event?

Experiential marketing gives your brand a chance to engage with people like nothing else. Unlike traditional advertising, or even standard "pull" ads, it puts the audience directly into the action to create total-immersion experiences. For example, a company may set up a location that sends attendees through a themed area in an almost amusement-park fashion – but this time, the themes are all connected to the brand's overall image. These events truly join the company's name and brand with great feelings of happiness, excitement, or other emotions that the company wishes to impart. A well-done event also motivates the guests to share their experiences both directly and via social media.

One thing you may be wondering about is when it's best to hold an experiential marketing event. There is no single answer, but instead, several guidelines to look at to determine the optimum time for such a presentation.

Tips for When to Hold Your Event

1. If your brand or product has a powerful seasonal association, plan your event for the beginning of that season or the end of the one prior to it. This will give your audience time to go buy your products before the active season starts. A good example of a seasonal association of this nature is the connection between snow skis and winter.
2. If there is a mild seasonal association, you likely sell some products during the "off" season but many more during the high time of the year. In this case, the middle of the high season is a good time for an event. An example of this type of product is cola. People drink it all year long, but there are even better sales during the heat of summer.
3. Brands with no seasonal association don't have to worry about hitting a specific month or season, but should try to avoid times that compete with too many other events, conventions, or general attractions. It's easier to get people to attend when there aren't as many other things trying to draw their attention.

When to Start Planning

It's a good idea to plan an experiential marketing event as part of a larger ad campaign. This will allow it and the traditional advertising to strengthen each other. Therefore, both should be planned at the same time.

Planning for experiential marketing requires more than deciding to include it in your overall strategy. You'll need to secure a venue, sets, performers, and other essentials far enough in advance to avoid any foreseeable problems. Many venues and performers are booked months in advance, so be sure to leave enough lead time before the expected date. How much time is "enough" depends on seasonal booking fluctuations, geographic location, and the popularity of the venue, band(s), and other personnel you intend to hire. Call them all far in advance to find out how soon before your event you will need to commit to a booking.

To book your event in Miami, call Soho Studios. We have up to 70,000 square feet available. We can configure the space to meet your needs and arrange for all of the peripherals you require, such as lighting, sound, sets, videography, and more.

Richard Branson Adds New Venture to Virgin Group Family

Richard Branson never rests. Instead, he's always starting new ventures while continuing to run his successful Virgin Group businesses. The latest venture combines old standards like musical performances with massive participatory activities. These activities include standbys like running and cycling while adding newer ones such as mass yoga, boot camps, live art exhibits, and other modern favorites. The new company overseeing these ventures is known as Virgin Sport.

Fitness is trendy, but few have been able to actually make it fun. This is what Virgin Sport hopes to change with its massed events. It combines mass participation with easily-reachable goals to get people to come out and be part of the spectacle. Short runs, such as its upcoming 5.5 kilometer race at Hackney in East London, ensure that plenty of people can partake without feeling overwhelmed. Similarly-reachable goals are common at many of its other events, including some scheduled to take place in the United States, though there are some advanced activities as well.

One of the things that make the new company's events different from the typical mass sporting situations is the entire "festival" aspect. The fitness aspect is just one part of this. Musical performances, other entertainment, mass dance classes and parties, mass yoga classes, a free fitness boot camp, free photos of the race, a bagful of swag, and more all happen on a festival day. This makes it so even couch and desk potatoes can attend and have plenty of excitement and fun.

Unlike many festival presenters, the point of all of this isn't simply marketing. Virgin Sport intends to make money from the festivals themselves. This gives the company extra incentive to ensure that there are plenty of attractions to keep people entertained all day long.

To keep the festivals from getting repetitive, Virgin Group moves them to different cities instead of having them as ongoing events in just one place. This provides new audiences for the company and keeps things fresh for attendees. On top of that, it brings a compelling aspect to each festival: the "now or never" feeling that gets people to go ahead and attend.

While not every company is ready to take over part of a city for a day in order to hold an extravaganza, it is possible to put on an unforgettable show by renting a large indoor venue. Our facility here at Soho Studios can provide up to 70,000 square feet of customizable space – enough to set up a large massed event on an indoor track, rock climbing face, or other sports-oriented set. Just contact us to learn more about how we can help you put on an unforgettable festival of your own.

SXSW 2017: Experiential Marketing of the Future

If there’s any marketing extravaganza industry leaders get hyped for, it’s South by Southwest. This year, SXSW rolled out a slew of hot experiential trends. The world’s leading conference in high-tech business, digital innovation and—of course—business promotion is back. Now, we’re here to bring you the highlights.

Neuroscience in Marketing

Yeah, it sounds ambitious. It’s surprisingly capable, however, and it was showcased as a live marketing art display. The brain-friendly experiential displays highlighted SXSW’s collection of high-tech displays, showcasing AI-powered neuroscience bots. Dubbed ‘pre-suasion,’ the event mashed up digital complexity and the average consumer’s daily wants and needs.

Sony’s Wow Factory

Above all brands, Sony’s tech display probably won. Its knock-out collection of ‘techsperiments’ revealed its global Wow brand campaign. Packed with sonic motion music entertainment, projection-mapped VR experiences and an encompassing ‘Wow Factory,’ Sony thrived in SXSW.

Amazon’s Delivery Drones

While Amazon’s high-tech delivery drone program might be old news, its live demos have been heavily anticipated. SXSW became Amazon’s platform for presentation, proving the delivery program’s existence. Until now, many have rightfully scoffed at the feasibility of such a program. Tested across the UK and Germany, Amazon’s drone fleet hasn’t seen many audiences—until now.

Xperia Touch

Consumers are knowledgeable about touchscreens, but Sony—again—surpassed all expectations. It presented the Android projector, the Xperia Touch, and let visitors test out its flat-surface projections. Useable on the wall, the floor or even on a table, the Xperia Touch promises to be one of today’s leading augmented display technologies.

Levi’s Commuter Trucker Jacket

The clothing brand, Levi’s, got its presentation as well. The brand has partnered with Google to make ‘smart clothes’ capable of integrating SMS, Google maps and more. Levi’s presented a live tech demo, letting users try out its Commuter Trucker Jacket. Capable of reading swipes, taps and a slew of other inputs, the Trucker Jacket was one of SXSW’s most hands-on displays.

The Fortis Exoskeleton

It’s about to get weird. While the rest of SXSW went crazy over self-driving cars, projectors and jackets, Lockheed Martin presented its Fortis exoskeleton. Strapped to the body, the exoskeleton adds skeletal support. It helps the frail walk, helps construction workers lift heavy objects and—well—exists as one of the event’s coolest pieces of technology.