Dr. Seuss 112th Birthday Celebration at Miami Children's Museum

"The more that you read, the more things you will know. The more that you learn, the more places you'll go." — Dr. Seuss, beloved children's author and illustrator, in I Can Read With My Eyes Shut! Theodor Seuss Geisel, most commonly known as "Dr. Seuss," leaves a long literary legacy that has inspired millions of imaginations. Beloved creations include the mischievous Cat in the Hat, the sinister-turned-sweet Grinch, and the delicate and determined Horton the Elephant.

His stories have been adapted into beloved films, animated television series, and a Broadway musical. His books have been cherished by children learning to explore their creativity and adults learning to forge their own future paths (Oh, the Places You'll Go! as leading graduation gift). These stories have been translated into over 20 languages and have sold over 600 million copies internationally.

The Miami Children's Museum will be honoring Dr. Seuss's expansive and affecting legacy on Wednesday, March 2nd—the date of his 112th birthday. The event's planners hope to celebrate creativity, explore history, and promote literacy through this event. The museum's motto, "Play, Learn, Imagine, Create," makes the location a fitting ideological spirit for a Seuss birthday celebration.

The celebration, which is open between 10 a.m. and 6 p.m. EST, promises celebrities reading classic Dr. Seuss books, exclusive performances by the talented Miami Children's Museum Players, upbeat Dr. Seuss-related activities and games, surprise visits by the author's most-adored characters, and a scrumptious birthday cake that's certain to taste nothing like green eggs and ham.

Planned events include face painting, balloon twisting, Lorax mustache and Oh, the Places You'll Go! hot air balloon craft projects, and cutting the birthday cake with the Cat in the Hat.

Admission to this family-friend event is totally free thanks to the support of The Children's Trust, a Miami-based children's advocacy organization. Miami Children's Museum members will get access to Memberville—featuring exclusive activities and a take-home gift—and express entrance to the event.

"Today is your day! Your mountain is waiting. So. . . get on your way." — Dr. Seuss, Oh, the Places You'll Go!

For more information on the celebration, visit this page on the Miami Children's Museum website. For more information on getting a membership with the museum, visit this page. The museum is located at 980 MacArthur Causeway in Miami, Florida.

iPic Throws Creative Networking Event in Miami

What does it take to have an event, happening, or a moment go viral? Join urban creative professionals, hackers, hipsters, digital gurus. IT and digital executives, entrepreneurs and deep thinkers at "The Viral Phenomenon" to learn more.

Only at UDINE, the the iPic Ultimate Digital Industry Networking Event is Monday, March 7, at 6 p.m. at the iPic North Miami Beach.

The interactive and intimate session features Fabio Zaffagnini, an expert in social innovation, crowdfunding, crowdsourcing campaigns and product design. Zaffagnini is the creator of the www.rockin1000.com, a crowd-funded event where 1,000 musicians played a Foo Fighters song. The video from the event quickly went viral on the web, collecting more than 30 million views to date.

This in-person event promises inspiration, innovation and engaging networking with other creative professionals from the Miami Beach area. The North Miami Beach kicks off a week of similar events around the country, including stops in Houston and Los Angeles.

Tickets to the event are $30 each and include event admission, two cocktails and passed appetizers.

A meet and greet reception begins at 6 p.m., with introductions at 6:45 p.m. Zaffagnini leads a panel discussion from 7 p.m., followed by an interactive question and answer session. A closing reception follows.

Zaffagnini was driving in 2014 when he heard a Foo Fighters song on the radio. Realizing that the band would never come to his small Italian town, of Cesena, outside of Florence. Zaffagnini was inspired and began organizing a group of volunteers to assist in the considerable logistical details. A crowdfunding campaign raised almost $50,000 to assist with expenses. Musicians were asked to submit audition videos.

Last July, the day arrived and the 1,000 singers, guitarists, bassists and drummers performed the band's "Learn to Fly" in unison.

Within days, the video of the event exploded, with more than 10 million views, buoyed by a tweet from the Foo Fighters themselves. Less than a month later, Zaffagnino and a few other organizers flew to Walla Walla, Washington, where they met with the Foo Fighters' David Grohl. Media coverage of the event has sparked continued interest in the feat. And Grohl has promised to visit Cesena.

Event sponsors include M&Ms, CenturyLink Business, JM Lexus, the Miami New Times, LA Weekly, Local Houston magazine, the Florida Panthers, the Gab Group and Syn Media.

iPic Theaters are transforming the movie experience. Theaters feature reclinable comfortable seating options, in-cinema food and beverage service, validated parking, digital projection and state-of-the-art technology.

Bacardi Miami Sailing Week 2016

The 2016 Bacardi Miami Sailing Week, presented by EFG, combines the city’s most anticipated professionals in a grand event destined to catch flight. The multi-class Miami regatta sets sail between March 6 and March 12, highlighting south Florida’s springtime with wonder, excitement and the highly coveted Bacardi Cup.

A City Event for Country Participation

Bacardi’s capacity for promotion knows no bounds. Its handled teams represent a wide array of countries. Participants from across the globe will arrive, lining up on Miami’s sun-bleached beaches and beneath rich blue skies. Biscayne Bay is a worthy location, and it establishments promise much for the event. The celebrated Bacardi Cup, alongside the BMSW regatta trophy, are merely ending event awards.

The Challenge

The Bacardi Miami Sailing Week, being a big-scale event, carries big-scale amenities and competition. The event’s Star Class will compete for Sailing Week’s 89^th entry in the Bacardi Cup. Meanwhile, the event’s VIPER 640 ensures a challenging approach to the renowned EFG Pan-American Championship. The VX Ones and J70s will similarly return, coming back for their second and third years.

The high-powered event is fueled with sponsorship. Contestant sponsors have already committed their time, energy and funds to the regatta’s enhancement. Bacardi, itself, powers the event to deliver “all things sunny” to the event.

Ongoing Support and Outreach

For Bacardi, a south Florida sailing extravaganza offers incomparable visibility. Conceived as the brand’s three-day promotional event, sailors and event-goers have since transformed the Bacardi event into something far more organic. Bacardi Miami Sailing Week wasn’t always a sailing week. Bacardi’s original presence at the Cup of Cuba’s Mid-Winter Championship birthed its experiential approach to brand promotion, soon developing into a full-fledged international event.

In 1962, Bacardi relocated from Havana to Florida’s Coconut Grove. Hosted through the Coral Reef Yacht Club, the Bacardi Cup remains one of the brand’s signifying community engagement extensions. In 2016, the Bacardi Cup promises to remain as the only Cuban-born water sport extravaganza to survive in America.

89 Years of Excellence

Attracting over 200 sailors annually, the Bacardi Cup needn’t lean on social media for attention. That said, the brand does achieve mass-scale visibility through Twitter and Facebook. With over 23 countries lined in the roster, and supplemented by international and national media, the Bacardi Cup hits its Star Class stride within Miami Sailing Week on a Sunday.

Marketers should take note: an 89-year-long exposure cup is in the cards. Bacardi’s supreme dedication to land, sea, sports and international competition extends far beyond simple sponsorship. The Coral Reef Yacht Club in Coconut Grove might serve as a prestigious Miami location, but such dedication to excellence can’t be bound by location alone. Bacardi excels in experiential outreach, and it succeeds at existing on multiple market levels.

3rd Annual StyleLuxe in Miami

Spring is a time for beauty, and Miami’s StyleLuxe is delivering a global edition to its stylistic rundown. Created in February 2013, StyleLuxe has repeatedly enlightened crowds, sparked interest and displayed the world’s hottest topics with fashion, beauty and health inclusions. In April, StyleLuxe will return to Miami’s sunny atmosphere, promising a solid environment for business operators.

The Crafty Collaboration

StyleLuxe, originally crafted to provide women with the world’s latest, hottest designs, has come a long way. Now, it’s a massive collaboration of health, wellness and beauty industry professionals. Small, medium and large-sized business owners are involved—aand they're invoking StyleLuxe’s sunny disposition to promote products. Deep connections are fostered, and business attendee growth is the tip of the iceberg.

StyleLuxe might be for the eventgoer, but it’s also a jam-packed collection of professional resources. StyleLuxe will host vendor pop-up shops, expert panelists, performances and fashion show makeovers. It’s an extravaganza tailored to everything beauty, promising fun, insight and top-notch shopping opportunities.

The Business Owners

Attending business owners, meanwhile, spark interest with branding, health and beauty innovations. StyleLuxe ensures an organic approach to brand promotion, harnessing a healthy environment capable of provoking excitement. Eventgoers are urged to “come prepared,” as the all-day event is action-packed with panel talks, showcases and learning booths.

Attending small business owners showcase their products and services, engaging both consumers and other operators. Exciting and informative, StyleLuxe hits a homerun in the connectivity department. StyleLuxe business owners benefit from media coverage, a great location and ongoing, annual support.

An Altruistic Backbone

StyleLuxe maintains an air of goodwill, too. Its goals emphasize community empowerment, aligning small businesses with the area’s charity associations. StyleLuxe, primarily, upholds the empowerment of women. This year, the event will work alongside its beneficiary Lotus House Women’s Shelter. StyleLuxe will also accommodate for non-profit organizations, ensuring total cohesion within a truly altruistic platform.

Each attending non-profit organization will work with StyleLuxe to treat women and teenage girls to an afternoon of pampering. Style makeovers, a fashion show and big product reveals, too, will be entered into the cause. StyleLuxe is open to all, and it ensures a positive environment for communal growth. Vendors are always welcome, as are media partners.

The StyleLuxe Promise

If you haven’t yet, look into StyleLuxe. The event is much, much more than a prize giveaway and business gathering. It’s a celebration of beauty, multicultural lifestyle and the fashion industry. On every level, StyleLuxe encompasses the cultural innovations currently at work in the beauty industry. Vendor pop-up shops aside, the sheer presence of StyleLuxe is reason enough to attend. Miami skies, cultural learning and in-depth industry information persisting, such a strong-willed event will likely become a powerhouse in years to come.

StyleLuxe is the “big sister” to many small businesses, creating unforgettable experiences. StyleLuxe promises to conjoin product outreach and bran image at the hip. By providing an overarching environment of peace, assistance and intelligence, StyleLuxe gives brands the chance to get out in the open, promote themselves and associate with an awesome message.

2016 Experiential Marketing Summit

EMS 2016 is coming, and marketers around the country are attending. Denver’s Experiential Marketing Summit is a jam-packed conference powerhouse, bringing industry leaders together to discuss tactics, share stories and invigorate the marketing world’s future. EMS 2016 event-goers can expect massive insights, years of information and seminars discussing the world’s latest, greatest trends.

The World’s Biggest Event Marketers

With over 1,500 marketers attending, EMS 2016 is far more than a conference. American Express, Pepsi, Bacardi, Cisco, Google and Intel are leading the charge, informing others of hand-picked strategies guaranteed to win. Bestselling authors, strategy chiefs, design experts and technology gurus inspire attendees between May 4 and 6, redefining the way 2016’s business providers dish out deals, engage consumers and generate event visibility.

EMS 2016 features an all-business platform, but its high energy surpasses all expectations. Its empowering speaking faculty engages the world’s biggest brands in a one-on-one platform, crafting mission-critical trends, extraordinary practices and face-to-face marketing solutions. “The big ones” aren’t simply lecturing. They’re getting involved on the ground level.

The “Flex Learning” Format

Whether you’re an entrepreneur, a small business owner or a marketing guru yourself, EMS 2016 promises total engagement by way of its “flex learning” format. Traditional breakouts, conversation sessions and workshops do away with typical speeches, offering an environment reflective of 2016’s organic business climate. Exclusive keynotes, too, are present, allowing marketers to walk away with intuitive, extensive EMS 2016 messages.

Master Classes and Brand-Side Instructors

The brands consumers and businesses know, love and support are engaging EMS 2016 audiences on newfound levels. Real instructors, exclusive info and three days of juicy teachings await, and each is presented by leading business pros who’ve played the game a thousand times over. Get into the field with senior-level perspectives, and check out the modern marketing landscape through the eyes of Pepsi’s Consumer Engagement VP, Adam Harter. Peter McGuinness, Chobani’s CMO, too, leads discussion, gifting audiences with the air of professionalism and timeless knowledge.

EMS 2016’s Master Classes, meanwhile, feature the business world’s bestselling authors. Each Master Class super-session reveals the industry’s hottest trends, best approaches and innovative solutions. Each class gets down to the nitty-gritty, revealing the many “tricks of the trade” currently powering modern solutions. Each Summit workshop touches base with one-day-long seminars. A variety of topics are covered, bringing eventgoers to the professional level.

An Afternoon of Engagement

With over 100 Solutions Center partners available, EMS 2016’s breadth of support is astounding. Demo products, engage new solutions and get a hands-on consumer view of new products and services. The Solutions Center is EMS 2016’s chief vehicle of attendee support, enriching each eventgoer with non-stop action, plan engagement and step-by-step resource delivery.

Of course, such an event deserves something extra. EMS 2016’s low-down hours are spiced up with a happy hour, the Ex Awards Gala and a supreme after party. Morning yoga, breakfast and coffee breaks, too, are offered, prepping healthy minds for the world’s latest, greatest experiential strategies.

Sports Illustrated Fan Festival in Miami

Sports Illustrated powered its visibility in Miami, departing from New York City’s bad weather for crystal clear tides. Its multi-state tour, “Swim Beach,” powered its 2016 Swimsuit issue, creating a potent atmosphere in promotion of the magazine’s most popular theme.

A Wednesday of Sun

Sports Illustrated embarked on their tour’s second leg, landing in Miami on Wednesday, February 17. 1 Hotel South Beach played host to the south Florida getaway party, powering Swim Beach via the Sports Illustrated Fan Festival. A party to remember, Swim Beach was classy, intelligent and indicative of a well-refined brand opportunity.

The cover girls were there, spanning across fan-favorite SI models. Each 2016 cover girl received visibility, promoting Sports Illustrated in dynamic, real-life swimsuit appearances. The Sports Illustrated Fan Festival has spiked massive fan engagement in the past, enamoring event-goers with signings, pictures and meet-and-greets with the industry’s hottest professionals. Leaders Hailey Clauson and Ashley Graham headlined Swim Beach, bringing quite a lot to the table.

The 2016 SI Swim Issue

Similarly, swimsuit model Chrissy Teigen chatted up industry professionals and Sports Illustrated lovers, partnered with Gigi Hadid, who taught fans to snap perfect selfies. The 2016 SI Swim Issue is all about fan interaction, freedom and an ongoing love of all things water-based. On Wednesday night, over 20 Sports Illustrated models hit the red carpet. Fans were greeted by Nina Agdal, Lily Aldridge, Chanel Iman, Samantha Hoopes, Bo Krsmanovic, Barbara Palvin, Hanna Davis, Kate Bock, Emily DiDonato, Kelly Rohrboc, Rose Betram, Robyn Lawley and Sofia Resing.

The hotel party, soon packed with top-tier Sports Illustrated models, lifted moods with jokes, drinks, industry news and socializing. Sports Illustrated birthed a party—a party fit for the Fan Festival. Where direct promotion can be considered, the 2016 SI Swim Issue prompted incomparable interaction. Fans and models were further gathered from Swim Beach’s private cruise. The SeaFair Yacht as its vessel, Sports Illustrated sparked ongoing curiosity with a highly unique event pitch.

Natural Appeal and Private Interaction

Swim Beach was far more than a Sports Illustrated visibility jump. It was filled with lace-up sides, great-looking couples and private music. At the end of the day, Sports Illustrated carried a bombshell campaign, enticing readers with up-close-and-personal model engagement. It was a high-life event capable of garnering public attraction and private appeal. Each model dazzled, sparked and joked.

An unbeatable release celebration, Swim Beach grabbed the Sports Illustrated vibe straight from its pages. Few events hit the mark as well as the Sports Illustrated Fan Festival, and few events happen as organically as Swim Beach. Miami might be a hot destination for hot topics, but Sports Illustrated is an industry sizzler.

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South Florida Taste of the Nation at Soho Studios

Every single day a child goes hungry in America. Thankfully, there are people and organizations willing to help by gathering the collective resources needed to curb childhood hunger. One such organization is Share Our Strength, more famously recognized as the No Kid Hungry campaign. Here in Miami, Soho Studios will be the 2016 site of the next No Kid Hungry fundraising event.

Helping to Fight Childhood Hunger

South Florida’s Taste of the Nation, hosted on behalf of the nonprofit organization Share Our Strength, brings attention to the importance of ending childhood hunger in America. This culinary extravaganza is the nation’s finest night for all things food. Taking place on June 17, 2016, tickets are expected to sell out quickly. Make your plans now to attend this culinary showcase while supporting a great cause. VIP tickets are $250 and offer early admission at 6 pm. General admission is $125 for entrance at 7 pm. The event ends at 10 pm.

No Kid Hungry Dinner in Little Rock

Last year, the Little Rock No Kid Hungry Dinner raised $70,000 to support the fight against childhood hunger in Arkansas. At this fundraiser, chefs from Arkansas dominated the stage alongside Chef Cassidee Dabnet from The Barn at Blackberry Farm, one of the best places to dine in Tennessee. The goal of the 2016 Taste of the Nation is to exceed the financial reaches of Little Rock’s success.

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What to Expect in 2016

Taste of the Nation is bringing out the culinary champions. Legends in the kitchen, Chef Allen Susser and Chef Timon Balloo are teaming up for the evening. Following the theme of Taste of the Nation, the event will showcase the fine dining experiences of more than 50 restaurants and food vendors from Fort Lauderdale and Miami. As Chef Susser has lead Taste of the Nation here in Miami for almost three decades, his talents and experience will shine, as he helps host one of the city’s favorite culinary events.

The evening involves more than just excellent wine and gourmet cuisine. Prepare to participate in a variety of auctions including a wine, silent and live auction, with all proceeds going to support the campaign. One hundred percent of ticket sales are going directly to the Share Our Strength organization. The Taste of the Nation is a long formed tradition here in South Florida, following its inception in 1988. Become a part of the local community while enjoying a fabulous night out in Miami.

Soho Studios Recognizes Smiling Hugo and Creator Philip Schwartz

At Soho Studios, we're all about community involvement and living your dreams as fully as you can every single day. We want everyone in our area to have the resources to be able to get the life they want. We're not just business owners. We're also parents, grandparents, aunts, uncles and simply people who care deeply about the future of our society and our entire planet. We know that one of the most important keys to the future is the education of all of our children. This is why we want to help provide support for those who help children understand the world better and teach them to discover the beauty that surrounds us whenever we go.

Philip Schwartz

Philip Schwartz is a local area poet and a great friend to all of us at Soho Studios. Schwartz is a father and a grandparent, as well as a writer and a poet. In a recent interview on the Take Flight Show, he spoke to DJ Smiley about his writing work and his love of poetry for children. Like many other Miami residents, Schwartz wants to help his own children and other children discover the amazing world we live in and the places we can see. His own love of animals has been the inspiration for his poetry. In his work, he talks to kids about how animals help us learn about our world. His work is focused on the way that poems can help people of all ages feel happy and learn to use their own imagination.

Smiling Hugo

Smiling Hugo is a delightfully friendly character created by Philip Schwartz. This purple hippo helps children explore the world of nature with a buddy at their side who loves the world he sees as much as they do. Hugo's jaunty blue cap and relaxed air help children relate to him as he does all kinds of wonderful things each day. Children can follow along with Hugo as he watches butterflies flit across a beautiful field of flowers, takes a bicycle ride across town or just enjoys a fun ride on top of the back of his great friend the giant turtle. Hugo, just like many of his fans, loves to do all kinds of fun things that kids do like swinging on a swing in the park or learning to surf at his favorite local beach.

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Poetry for Children

As a father and grandfather, Schwartz knows that children respond well to simple rhymes and language they can understand well. This is one of many reasons why Schwartz writes in language he knows his readers will understand and love. In his poems, nature is all around Smiling Hugo and all around all of us. Hugo and all of his friends see the world of nature wherever they go. A large building in front of him becomes a giant concrete forest full of excitement and mystery. Schwartz shows his young readers how to use their imagination and see the world in new and exciting ways. A young reader might hear his poem about being on a swing and see the world waiting at his feet as he swings back and forth with his own friends and parents.

Charming Illustrations

In addition to poetry, fans can also find Smiling Hugo in a series of delightful illustrations that instantly help us see his many daily fun activities. Hugo is at the heart of gentle illustrations that invite readers into a world of color, light and movement. The soft primary colors used by Schwartz to set off his poetry is soothing on the eye and conveys a world of happiness and wonderful beauty. Hugo sees a friendly sun greet him in the morning as he travels on his bicycle. Tall trees with detailed branches hold a perch where his friend Ozzy the Owl watches out for him. His friend Jonathan the giant turtle invites all of us to be with Hugo on his gaily painted green back. The blue swirly waves of Australia's Bondi Beach are great fun for Olie the Octopus as he sits on top three surf boards surrounded by his many friends.

Come join up with Philip Schwartz, Smiling Hugo, Sammy the Shark, Danny Dolphin and the entire adorable cast of characters as they travel the natural world. We hope you'll be right there with us as we await his next series of adventures!

Stella’s Multi-Sensory Meal

In September, Stella Artois broke out its world-renowned chef team, crafting a fine-tuned sensory experience for brand and brew lovers alike. The Stella Artois Sensorium, balanced perfectly to breed immersion and a love of all things food, was an incomparable experience dedicated to long-term Stella drinkers.

The Five-Sense Immersion

The event primarily served to honor the way Stella Artois immerses the five senses. The multi-course dining experience paired food with beer, honing each dish’s natural flavors by invoking the body’s five senses. Smell, sight, sound, taste and touch were prioritized in the sensorial dome. Guests met a 360-degree experience, engaging Stella Artois promotions via video and interactive elements. The display, amplifying each sense to perfection, was featured throughout the night.

Transforming the traditional dining experience takes work, but Stella Artois succeeded in crafting a fully immersive and active presentation. Stella’s global premiere took place in a massive Toronto dome, hosting a power-hitting five-course meal intended to challenge each event-goer’s perception of senses. From start to finish, Stella engaged event-goers on multiple levels.

Two Years in the Making

The Stella Artois Sensorium was birthed by the brand’s grass chalice. Each iconic Stella momentum within was designed to enrich the event-goer’s senses while sipping Stella’s own Belgian-style lager. Of course, expanding such a concept requires full proof of concept. Stella delivered, pairing its multi-sensory dining experience with Mosaic—Stella’s handling agency.

Mosaic has had years of experience crafting sensorial exhibitions. Its display experts partnered with Richie Farina, a much-celebrated chef, to enhance the event’s cinematic flair and attribution of local ingredients. Also present, Nyles Miszcyk introduced multiple musical genres to amplify the experience. Dr. Irwin Adams Eydelnanat boosted the dome’s aromas, triggering the consumer’s emotions and memory. The event was headlined by filmmaker Jamie Webster, who powered Stella’s 360-degree film project.

Balance and Product Promotion

The Stella Artois Sensorium, in essence, was a buyer psychology trial. By engaging all five senses carefully, Sensorium host’s negated overload while delicately prompting recall. Balance achieved a perfect sensorial experience, and each expert took the reigns when meals were presented. Each meal round was paired with a sensorial experience, crafting a unique bond.

Stella Artois ensured total event cohesion. Each course was accompanied by a Stella Artois chalice. Barring desert, each main course was amplified by Stella’s choice, tying the brand’s overall appeal into the magnificent display. Ending the event on a sweet note, the company imported its own European-style cider, titled “Cidre.” The cider was specifically crafted for the Sensorium, capping off the experience’s soothing display with a spritz of taste.

Stella Artois’s project leaders focused heavily upon the consumer’s natural pairing of taste and smell. Mike Bascom, marketing director of Stella Artois, placed a lot of weight on sensory balance, depicting each course’s perfection of split-taste attribution. Each course served to transport event-goers into a full-fledged sensory experience. Attendees then left with unforgettable memories, spawning thoughts and feelings for Stella Artois. The event was far more than a discussion piece. It was a high-powered psychology extravaganza.

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Birchbox Hosts BYOB Popup Salon Tour

August is a great time for BYOB, and Birchbox re-drafted the tradition with great flair. Its three-city tour gathered dedicated brand consumers, holding a “Build Your Own Box” to test out Birchbox’s newest, hottest beauty products. The three-day event, spanning across Los Angeles, Atlanta and Chicago hosted a slew of handpicked skincare products. Of course, each makeup selection was a house favorite, and attendees were urged to join the Birchbox pop-up show for intrigue and awesome offers.

A Roof Deck For Promotion

Consumers browsing the assortment of products were greeted with two shipping containers of product. While seemingly overzealous at first, the shipping containers’ mass stock of makeup offered fully sized products and Birchbox sign-up options. Upon cashing out, consumers were granted added bonuses. Complimentary manicures, on-site nail technician care and polish workshops constituted the Birchbox “way of life,” and every attendee was offered full-range treatment.

Nail polish was then available on the event’s roof deck. Lower levels of the pop-up were similarly available for access, yet consumers could access their favorite brands via segmented locations. Plenty of room was available for male attendees, too. A portion of the roof deck hosted a “men’s shop,” where Birchbox’s featured male products were displayed. Each of Birchbox’s essential male categories made it through, including hair, skin, shave and body products.

The experience’s arsenal of gadgets highlighted Birchbox’s finest innovations, including flasks, Bluetooth speakers, mugs and water bottles. A nearby tech cube assisted mobile carriers with a charging station, and attendees were invited to complimentary hair trips, shaves and products throughout the pop-up salon.

A Build-Your-Own Experience

Birchbox’s Build Your Own Box was a high-powered event offering consumers up to five samples for Birchbox creation. Each women’s box was $15, and each packed five samples spanning across skin, hair and sun-care products. Each fragrance option was custom-tailored to attendee taste, ensuring every participant was met with products capable of exemplifying their own style and fragrance preference.

The BYOB experience did come to an end, but its finale was headed by a step-and-repeat photo seminar. Eventgoers were welcomed to snap, trade and post photos on social media, utilizing branded hashtags to win up to $500 in Birchbox credit. The tour’s end garnered select winners for each hashtag, #birchboxmaninmycity and $birchboxinmycity. Of course, Birchbox’s Twitter account was pre-outfitted to handle the load. All social media engagements were enhanced for big crowds—and even bigger visitors.

Thinking Outside the Box

Birchbox’s additional events invited special guest appearances. Each city giveaway hosted signings by the full cast of “Empire.” L.A. Lakers D’Angelo Russel similarly arrived alongside Cynthia Bailey of “The Real Housewives of Atlanta.” Sprinkles Ice Cream attended, as did King of Pops. Each Birchbox purchase opened the doors to awesome meetups, and the brand spared nothing in crafting an exemplary experience.

The brand was incredibly careful about its participation. Each engaged project was hand-picked, and each defined itself with people, products and services. The Birchbox brand is one of excellence, and its business model is a challenging one. Pulling together such a large-scale event activation is notably difficult, but the brand succeeded in crafting a compelling experience. Birchbox garnered over 730 million media hits, amassing a huge audience and gaining mass visibility.