How Jaguar Shared the Ultimate Driving Experience

VR is here, and it’s only getting more popular. The Oculus Rift, HTC Vive and even Google Cardboard have opened the doors to immersive advertisement—and event marketers are taking note. Virtual reality is today’s one-stop-shop experiential toolkit, capable of immersing entire audiences into brand messages, product tests and strategic launches. Now, Jaguar has taken the reigns—and they’ve introduced their all-electric I-PACE car concepts in the virtual world.

The Launch

Jaguar’s event experienced four attendee “waves,” which included celebrities, automotive lifestyle gurus and media experts. It was a fitting crowd, because the display itself promoted the ideologies of modern media, immersive user experiences and—of course—innovation. Ian Hoban, Jaguar’s vehicle line director, even appeared live within the event’s virtual reality segment. Inside, he revealed the new I-PACE, giving attendees freedom to view the product in full virtual reality.

The launch happened on November 14—two days before Jaguar’s appearance in Los Angeles at Milk Studios.

An HTC Vive Extravaganza

Yes, the HTC Vive was Jaguar’s chosen VR apparatus. The event, however, wasn’t centric to the Vive. Attendees were given a gracious breakfast, a refreshing lunch and even an afternoon teatime. The party, later that night, prioritized group experiences—rather than solo-flyer VR sessions.

Attendees could sit, view the I-PACE and explore the brand’s options throughout 35-minute sessions. During these sessions, users were transported into the driver’s seat, which is a rarity in auto shows. Of course, the Vive’s 360-degree head-tracking technology prompted an environment of full immersion. Users could step out, view the I-PACE’s exterior and even check under the hood. The I-PACE’s electric power technology was showcased, giving attendees full visibility of Jaguar’s latest, greatest innovations.

Live Streaming in the VR World

In the past, VR experiences were incredibly private. It wasn’t rare to see slippery brand promotions which were exclusive to the viewer. Because Jaguar’s attention to detail—and the HTC Vive’s growth—users could view the event’s content without actually being there.

As attendees experienced the I-PACE’s interior, a visual live feed relayed the event’s innards. Event-goers could ask questions in real-time, too, interacting with presenters throughout the experience.

VR was a fitting presentation frame for the I-PACE, which is Jaguar’s most cutting-edge option to date. Reportedly, it pushes the boundaries in both technology and design. Its concepts certainly demanded a big-time reveal, and innovation is a spice to be used in multiple forms. When the user’s individual experience is up close, personable and flexible, the brand wins. Take a page out of Jaguar’s book, and check out the great options presented by the HTC Vive and similar options. Your attendees will thank you.

How to Use the Pantone Color of 2017 for Your Next Event

Every event deserves a personal touch, and Pantone’s 2017 color—Greenery—hits the mark when lively, refreshing tones are needed. The fresh, zesty color isn’t new to the marketing world, but Pantone’s dedication to lushness, refreshing beginnings and the wide, open outdoors is unique. Take a deep breath, organize your event and implement Pantone’s Greenery color into your setup. Check out these great options.

Option One: Grassy Centerpieces

To take full advantage of Pantone’s Greenery, you should, first, implement grassy centerpieces. Greenery thrives due to its natural allure and incredible flexibility. That said, your event won’t be complete unless Greenery is featured in its primal state. Grassy centerpieces are natural complements to unfinished wood surfaces. So, if you’re trying to promote an atmosphere of health, energy and rustic stylization, Greenery grass centerpieces are your best bet.

Option Two: Backlit Bar Foliage

Next, find a way to incorporate Greenery into your refreshment area. Whether you’re hosting a wet bar or a café, Greenery is incredibly flexible to your ambitions. Add a light, and frame your Greenery display for your guests. The idea, here, is to reinvigorate your event-goers. To do so, you’ll need to prioritize green backlighting, natural hues and—of course—a little foliage.

Option Three: Green Carpets and Tabletops

The Oscars nodded to their organization’s green initiatives via Global Green this year, and you should, too. By featuring earth-toned carpets and tabletops, you can create a centerfold dedicated to your initiative’s environmentally conservative side. More importantly: You’ll refresh event-goers as they disperse between booths, speeches and planning seminars. At the end of the day, you should want your patrons to socialize around any Greenery installations.

Option Four: Green Balloons and Ceiling Decorations

No, you don’t need an organic canopy to get the point across. You should, however, put your Greenery attribution somewhere high. Balloons, streamers and other green artistic creations are best served high and hanging. Toss in some silver, too, and blend in a little gold. Balloons and streamers might lack natural vines, but your interior landscape needn’t be completely natural. Besides, hanging plant-matter gets messy.

Option Five: Green and White Furnishings

Another Greenery-tie-in idea, green and white furnishings are exemplary additions to typically hard-cut lounge areas. Like the ceiling decorations, your furnishings should incorporate Greenery while maintaining a professional, clean vibe. Consider lighter shades, and work with pillows, drapes and small carpets.

While primarily promoting clean energy, restorative projects and environmental conservation, Greenery is an excellent indicator of ambition. Use the color wisely, and blend it into your event’s landscape with care. Your patrons will love the tilt—and your event, of course, will benefit from the natural twist on regularly conservative ideologies.

How Netflix Created A Gilmore Girls Pop-Up Program with Local Coffee Shops

If you are a planner and looking for a creative idea for a future event, look no further than Netflix's Gilmore Girls pop-up program. Netflix signed up more than 200 coffee shops for its unique Gilmore Girls event. The purpose of this pop-up program was to spike viewership for the remake of the Gilmore Girls series. The cult classic was revived on Netflix on October 5. Later this month, Netflix will release “Gilmore Girls: A Year in the Life” that takes an in-depth look at each of the series' main characters in segmented fashion. About Netflix's Gilmore Girls Pop-up Program

Netflix worked with Allied Experiential to recruit over 200 cafes throughout the United States for its pop-up program. The entertainment company redesigned each coffee shop into the Gilmore Girls' hangout of Luke's Diner. Netflix personnel hand-picked specific coffee shops based on strategic location, right down to the neighborhoods in which these sites are situated. The aim was to connect with those who are most likely to watch the Gilmore Girls series as well as young professionals. Netflix gurus believe that those between the ages of 20 and 30 are the target demographic for the remake of Gilmore Girls as these individuals were most likely to have enjoyed the series during its seven year run in the early 2000s.

Why the Gilmore Girls Pop-up Program Succeeded

The Gilmore Girls pop-up program was scheduled for what the company refers to as “Gilmoreversary”. This is the date that the series first aired. The event was a smashing success, attracting hundreds of fans at nearly each participating coffee shop. Some cafes reported that fan interest was so high that pop-up goers spilled out onto the street. Netflix equipped each cafe with signs, coffee mug sleeves with Gilmore Girls branding and a baseball cap/flannel shirt combination for staff. Netflix even went as far as providing money to the coffee shops for free java between the hours of 7 AM and Noon. Each coffee shop was also provided with Gilmore Girls branded aprons and shirts to sell to pop-up attendees.

It is clear that Netflix went all out with this event. The online streaming service even went as far as sending one of the series' actors, Scott Patterson, out to the pop-up at Luke's Diner in Beverly Hills. Part of the reason for the event's success is the fact that Netflix took the extra step of advising each coffee shop with specific guidelines as to how they should promote the pop-up through social media channels. Gilmore Girls ascended to the number three trending Twitter topic on the day of the pop-up. Netflix's Gilmore Girls pop-up is an example of the type of detailed planning and creativity that every planner can draw inspiration from for future events.

Looking for a venue for your own experiential marketing event?  We have multiple event spaces that are perfect for events of various sizes, so you can be sure that you can fit any size crowd inside. Whether you're planning one event or a multi-venue tour, make sure one of your stops is at Soho Studios!  Contact us today to get started.

What We Can Learn from LEGO's Quest2Ninjago Summer Tour

In early September, LEGO concluded its extremely successful Quest2Ninjago Summer Tour. The event presented children in seven markets the opportunity to compete in an "American Ninja Warrior" inspired obstacle course. The winning team from each market was flown to Legoland headquarters in San Diego to compete in the finale. The event was not a recruitment program, set on expanding the base or raising awareness, rather it was a campaign that rewarded and engaged existing fans of the two franchises, LEGO and Ninjago, which is also a cartoon and movie. From the success of the summer long, nation-wide event, there are several best practices that others can apply to kid-based marketing campaigns.

1. The Ease of Friendships for Kids Leads Them to Be Natural Influencers. Though the event was aimed at existing fans, the one thing kids love more than a really fun game or event, is bringing friends to that game or event, and then talking about that game or event before and after it has taken place. With an example like the tour's events course, the natural competition that it inspires also serves as its own form of publicity. When kids went home and bragged about their scores to friends, those same friends would soon come in to see how they would fare, and if they could beat the scores.
2. Include Something for All Ages. While the central challenge course was aimed at 7-12 year olds, the event planners understood the importance of including younger siblings. LEGOS wisely does not let the activation segment of the course go to waste, setting up 'free play zones' where children can play alone or with a parent. In the Quest2Ninjago Tour, this activation area served a dual purpose by being engineered to create a fun, hands-on play environment for young children of four or five years old.
3. Combine Large Scale Events with Internal Engagement. LEGO also set up the course's activation at their headquarters. There, instead of kids versus kids, the course was run with kids versus adults. This created a perfect opportunity to create and drive a broader LEGO message. Kai Witbeck, event marketing manager-brand relations at LEGO explains, "to see that interaction, it makes us think about bringing that socialization in our marketing, that LEGO isn’t just about playing upstairs in your room by yourself; you can involve your friends or parents and do a larger activity with them."

These are examples that you can use for planning your next experience. Our event venue offers a space that's perfect for company experience. Call us at Soho Studios and ask about our space.

Friskies Teams up with Grumpy Cat at the 2016 South by Southwest Festival

On March 12 and March 13, 2016, at the South by Southwest interactive (SXSWi) festival, Friskies well known mascot, Grumpy Cat, graced the crowd with an appearance to promote its most recent wet cat food product, Cat Concoctions. This new product has unusual flavor combos for the curious cat, like cod in cheesy bacon flavored sauce and chicken in creamy crabby sauce. The Inspiration Behind Cat Concoctions

“For the launch of Friskies’ Cat Concoctions, we really thought it was important for people to understand the product proposition—the fact that this line of cat food was inspired by cats,” said the brand manager at Friskies, Jessica Nichols. “And since people aren’t actually eating the product, having this tangible, physical event really helps bring that concept to life. Live experiences allow us to connect with media and consumers in a fun and unique way that really resonates.”

Friskies at South by Southwest

This year marked the fourth year that Friskies and Grumpy Cat teamed up at SXSWi to form a fun experience for consumers. Feline fans were able to enjoy food, music and fun photo opportunities. Music sensations Ryan Cabrera and Blake Lewis combined talents and stopped by to sing a soft, endearing rendition of "Twinkle, Twinkle Little Star" that almost turned Grumpy Cat's frown upside down. Check out the You Tube video for the sweet harmonies of a Platinum selling recording artist and a runner-up from season six of American Idol. Very calming indeed!

Some Frisky Photo Ops

A fan favorite of the event was the official Friskies' spokes cat herself being on hand for a meet and greet. Quirky, fun props were available for fans to pose with alongside Grumpy Cat. Some of the silly items included a hat in the shape of a clamshell and crab claws you can slip on. There were also signs with phrases such as, "Strike a frown." For even more photo fun, a selfie station was available. At the station, participants were able to do a mash-up so that their faces were combined with Grumpy Cat's world famous scowl.

Ultimately about 1,600 festival goers attended the Friskies event. Those who could not attend were able to follow all the fun on Friskies' Instagram and Snapchat accounts or to join the online activity with #CatConcoctions. Social channels also featured Nala and Waffles, Grumpy Cat's fellow friends.

Funkshion Returns to Miami

One of Miami's favorite organizations, the Funkshion Fashion Show, returned to host their Fall/Winter fashion this March, and for the first time they chose right here in the Wynwood Arts District as their home base. Funkshion is Miami's Fashion Week, held three times throughout the year. Taking great pride in their Miami home, Funkshion believes in serving as a connecting force between the Latin American and US fashion markets. One thing many love about Funkshion, is how well they showcase both established and emerging names in fashion. And as their name suggests, in representing the fashion world in Miami, they set themselves apart from other fashion weeks around the world by always being sure to bring the funk. Music and art are integrated into the events, including live DJs at many of the shows to get the audience dancing in their seats.

The Winter/Fall show ran from March 16-19, 2016 with a packed schedule. Highlights included opening night's discussion, "DESIGNED IN MIAMI," with internationally celebrated designers based in Miami discussing what it takes to find success in the fashion world in Miami and beyond.  Friday's fashion event, "EVERYBODY WANTS SOME!!" inspired by the Richard Linklater film in theaters now was also a great highlight. Stars of the film made an appearance, including Blake Jenner, Ryan Guzman and Tyler Hochelin. As with every fashion week that Funkshion hosts, one of the most beloved events is the Emerging Designer Series in which incredibly talented new designers who are just coming on to the scene are able to present their work in a high-profile show at no cost. March's show was no exception, with plenty of designers you'll surely be hearing from in the future.

Funkshion Events always welcomes the public to attend.  All of the events are free, one would just need to RSVP beforehand. As the Funkshion Fashion gears up for its next event this July, this is something to keep in mind. In true Miami style, they'll be celebrating swimwear in the event which runs from July 13-17, 2016. If you're a swimwear designer over the age of 21 then consider entering the Emerging Designer Series. One designer will be winning a trip to New York Fashion Week.

Funkshion Fashion Week is a great way to celebrate so much of what makes Miami great.  It brings established artists together with the newest talent and connects diverse cultures. The area is still buzzing from this event, and cannot wait to see what the next show has in store.

Game of Thrones at the Annual South by Southwest 2016

Game of Thrones has been one of the most talked about cultural phenomena over the last half decade, seeming to only grow in popularity each passing year. Those who attended SXSW were able to see an up close view some of the of the GoT phenomena. GoT is produced by HBO, and appearing at SXSW was the Hall of Faces. This exhibit brought to life, or perhaps to death, a symbol of GoT, and turned a normal San Antonio street into a symbol of the violence and mayhem GoT fans have come to expect, and to love.

As part of the series, the faces of the dead seen at the Hall of Faces, presumably all suffering their demise from an executioner’s swing of a sword, can be seen as a warning to the enemies of the state. At SXSW, fans were able to join the macabre scene and have their own face digitally installed in the ghoulish hall. The Hall of Faces wasn’t just a one-off exhibit for SXSW, but it will instead travel the world, going to Europe, and then returning to San Diego in time for Comic-Con.

In addition to seeing and even joining the Hall of Faces, there was a chance to experience a hologram that was a simulation of Melisandre’s flame, which fans of the show know she uses like a crystal ball. The hologram, created by Dreamoc HD3, was 30 seconds of exclusive content visible through those flames. Viewers were able to learn more about what happened to Jon Snow, or at least gain a few more hints as to whether Jon Snow is really dead or not.

Fans 21 years old or older were then able to try some grog. Not grog, but a beer called Ommegang’s Game of Thrones: Iron Throne blonde ale. Presumably the beer has a shorter nickname to make it easier to order at the local bar.

A vice-president of consumer marketing at HBO, Joanna Scholl said that part of the reason GoT went all out for this display and interactive content was not only to please fans of the show, but to impress non fans that might be influential in areas of technology and social media. These wielders of influence might become fans of the show themselves, or influence other people to become fans. Scholl said, “We wanted to bring something that was state of the art and allow them the opportunity to engage and share content from the show.”

The sixth season of Game of Thrones will premiere on HBO April 24. By that time, thousands of people will have been able to become a part of the Hall of Faces if they have chosen, enjoyed Melisandre’s magical flame, and even enjoyed a drink of Iron Throne blonde ale. Certainly by April 24, those people will ready for the premier.

Deco Drive does Oculto Manor Miami

First series of Oculto's pop party was an amazing success. Those who were lucky to get in and #makesecrets were given a key and the rest remains, well you know, a secret. Oculto's Manor has many rooms that are all connected to bring guests an interactive experience. As guests reach the end of their journey they all come together in one main area, where guests can drink Oculto's beer and Oculto cocktails like their Oculto Sunrise. If you were lucky enough to come last week you would have had the chance to see Little Dragon kicking off the opening event.

If you haven't rsvp'd for Oculto's second series of events then visit and RSVP here at this link.

Deco Drive came last week to #makesecrets here's a review of Oculto's event at Soho Studios.

WSVN-TV - 7NEWS Miami Ft. Lauderdale News, Weather, Deco

Oculto Manor Miami

Oculto Beer

Welcome Miami, you are invited to a place where secrets are made. A special Manor has been created for six memorable nights you'll never forget. The Manor is an immersive, interactive experience as we explore the tempting world of Oculto. Experience an immersive, interactive performance space for the launch of Oculto – a lager blended with beer aged on tequila barrel staves. Explore a series of rooms that will take you on a journey through several nights you’ll never forget. Indulge in small bites, complimentary alcoholic beverages. Plus nightly musical performances in a venue unlike any other. #OcultoManor #MakeSecrets @Oculto_US

Interested in attening a night between APRIL 23 through April 26, and APRIL 30 through MAY 2? If so RSVP here

Oculto Miami