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.

The Pop-Up and the Consumer Experience

One of the latest trends in experiential marketing are pop-up shops. But they're not merely a fad. Rather they're one of the most effective ways to promote brands. Here's a few examples of how companies have used pop-up shops to create effective experiential marketing campaigns, as well as the advantages of how these events can help individual businesses.

Why Give it Away, When People Will Pay

When Organic Valley sought to create an event to let consumers know more about their organic half and half cream, the choice to serve coffee seemed obvious, as nothing goes better with half and half than coffee. But while coffee shops across the country give away the half and half, they do charge for the coffee. So they planned a twist, they would charge visitors $2 for the half and half, and give the coffee away for free. While if anyone asked, they'd have gladly given samples of the half and half, no one complained at the $2 charge. Instead, they were too busy enjoying themselves at the two day pop-up cafe in NYC's Nolita neighborhood, which included hosting by food stylist and writer Sweet Paul, and included talks from organic farmer Gerrit van Tol about organic farming and cows.

Advantages

Pop-up shops aren't so much about turning a profit as they are about creating brand awareness and education. But while giving samples can be great marketing, charging for a product at a pop-up sends the message that not only is your item worth paying for, it links the buying of the item with a fun experience. When you give a sample, you reach a potential customer who may choose to buy your product down the road, but when a person pays for your product at a fun event, you've just gotten a new customer, one who has positive associations with your brand from the point of sale.

Changing Perceptions

Women feeling ashamed of their monthly periods is becoming a thing of the past, and who better to take notice than U by Kotex. Inspired by a NYC college student's blog post, U by Kotex chose to launch their Period Project Campaign with The Period Shop for three days on New York's Fifth Avenue. Selling home goods, accessories and beauty products by female artisans, and of course U by Kotex products, the shop also had a truth booth featuring women talking about their period. The hip shop was the perfect place to reach the target audience of savvy young women, but U by Kotex loved the broad appeal of the shop and its contribution to making everyone comfortable with the topic of a women's period.

For Chobani, the largest seller of Greek yogurt in the United States, expanding their customer base isn't about competing against other brands so much as it is about changing the habits of their customers. Europeans eat a much larger volume of yogurt annually than Americans, and yogurt is a regular part of all three meals, while Americans limit their yogurt consumption to breakfast. By introducing Americans to all the possibilities in creating savory yogurt dishes, Chobani is confident it can expand much further than its already impressive growth. There's really no better way to do that than experiential marketing, which Chobani knows well; in addition to a permanent NYC flagship café, the company hosts events 52 weeks out of the year. Getting people to try yogurt in entirely new ways is the surest way to grow the company, and pop-up shops are an integral part of Chobani's marketing plan.

Advantages

Getting people to change their perceptions and habits is hard work for any brand, and it's definitely best done using a "show don't tell" model. Allowing consumers to experience these different ways of doing things first-hand in the fun environment of a pop-up shop is the surest way to achieve success.

Capitalizing on Place

Boohoo.com, a major online fashion retailer in the UK, chose to host a two week pop-up shop in Los Angeles' trendy Westwood neighborhood. With a music festival theme and a location close to UCLA which represents its female college student target demographic, the choice of location served two purposes. It helped expand into a new market as Boohoo.com seeks to have a larger presence amongst American buyers, and it did so strategically, as the brand is highly influenced by Southern California style, and felt there was no better place to begin its expansion to the US. What is more, by being in Westwood and using a west coast music festival theme, the brand was able to capitalize on these things for marketing far beyond the pop-up. In using social media and broadcasting the event to their followers, the brand becomes associated with the hip neighborhood and an authentic West Coast vibe.

Advantages

By strategically using place, brands are able to connect with consumers on the most intimate level, from inside the communities where they live. Additionally, companies can use the associations of a place, whether it be a hip neighborhood or one that will best resonate with their target audience, to create a stronger brand. Our event spaces, at the heart of Miami's Arts District, are the perfect place for hosting any kind of pop-up shop. Give us a call to learn more about how your brand can most benefit from a pop-up shop.

Audi Presents LED Art Exhibit at New York City Club

Since inventing LED daytime running lights back in 2005, Audi has been at the forefront of LED technology. With this achievement in mind, the company recently sponsored a truly unique art installation entitled Bold Notion: Art of Innovation. The exhibit, created by New York artist Matthew Schreiber, is built around the physical structure and geometry of one of New York City's most elite clubs, CORE:club. In this method, Schreiber uses LED lights to transform an ordinary building to interactive exhibition in a modern and playful way . The lights crosshatch through entryways, hallways, and walls, each one tailored specifically around the structure of the building to create a spectacle for the eye. To accomplish this feat, he turned off all of the main lights in the building to give more focus to his red lasers.

The design features over 400 individual diode lasers which shoot out across the space, challenging viewers to become part of the artwork as they move about the room. According to Schreiber, he intended for the lights to be daunting at first as a challenge to those who wanted to enter. His inspiration for the piece centered around his desire for attendees to be scanned when they entered the exhibit. In this way, he hopes people attending should feel slightly uneasy at first, as if they are not welcome, because this represents the clubs exclusivity as well as a challenge they must overcome.

In order to promote the exhibit, CORE: club held a public reception for the first time in their history, allowing non-members to peruse the art. The event included vaporized cocktails and drinks with LED ice cubes to match the theme of the evening. Finally, Schreiber also was available for an hour long question and answer session to inform the audience about his work and its purpose. Finally, a dinner was held that offered several courses of fine delicacies to choose from.

This exhibit is actually the seventh of its kind to be hosted by CORE:club. The Bold Notion series is committed to offering artists a space to unleash their creativity in unusual ways, much like Soho Studies. Previous events have included paintings, application of light, and even iconography.

CORE:club is not the only venue that can offer such a versatile space for exhibits. Ready to host your own unique event in a space that can be matched to your needs? Consider renting our Pavilion, Armory, or Parliament studios. For more information, do not hesitate to contact us.

Sources: www.audi.com, www.thecoreclub.com

Why More Brands are Joining the "Maker Movement"

Custom Circuit Boards, robots, 3D printing. What do these things have in common? The Maker Movement! All over the country, tinkerers, amateur engineers, and tech hobbyists are creating, and what they make is useful. The Maker Movement is gaining momentum because the price for Arduino printed circuit boards, 3D printers, and CNC machining are falling into reach of the typical consumer. Projects that once were out of reach for the garage engineer because of cost have, over the past few years, become accessible. The how-to resources have exploded, too. YouTube videos exist to teach anyone how to solder, 3D print, and even design a simple circuit. That means a mentor is at your fingertips, and they're available 24 hours a day.

Brands are getting involved, too. In November 2015, Barnes and Noble sponsored mini-maker faires inside their stores. Makers were given space and allowed to demonstrate their creations to anyone who happened to drop into the store. Once customers engaged, how-to books were right there, available to buy.

Innovation occurs when makers get their hands on the right tools, and maker faires are where these creations are put into the spotlight. Major tech companies are getting involved because they recognize the innovation happening inside garages and on kitchen tables. Major tech companies like Qualcomm, Atmel, and Intel were among those attending a recent faire in San Mateo, California.

Makers are people who enjoy rolling up their sleeves and diving into a project. There has always been a segment of the population who enjoyed working with their hands. Dad out in the garage working with his scroll saw, an uncle out in the barn rebuilding an engine, or a brother-in-law hooking a television up to an oscilloscope, makers have always been around. It's because accessibility has improved since the turn of the century that the builder movement has really exploded.

It's not just for the techies. People are making jewelry, clothing, and other creative items. Websites like Etsy and Amazon's Maker Marketplace provide a platform where makers can sell their creations. General Electric continues their Garages program, where engineers educate makers on production technology. Michael's craft stores is allowing customers to participate in products and brand.

Corporations in many industries are learning to Participate in the maker movement. That helps the makers by legitimizing their work, but it also helps the corporations as they gain the trust of makers and improve their own product lines. Not all innovation is financed by shareholders. A great deal of creativity is alive and well in the hands of self-financed makers building gadgets and crafts in their garage, and the world is a better place because of it.

Are you putting together a Maker event?  Contact us today for more information about hosting your event at our studio!

Engaging Millennials to Increase Exposure

The Millenial generation, also known as "Generation Y," is composed of those born from 1980 to the early 2000s. A corporation's events can become more successful by attracting a broader base of attendees. This generation is quickly becoming more and more critical to an event's success, as they're known as the young professionals in the company. Many of them, though still young, are real power players and significantly influence the company's success. Check out these four strategies to attract Millennials to an upcoming event.

1. Keep it casual.

Most Millienials aren't into the frills of a formal affair. Their generation is sometimes noted for wearing jeans in the work environment and enjoying open offices that allow for easy collaboration with colleagues. Make the event appealing to them by keeping it informal and in a relaxed environment.

2. Make the event an interactive experience.

Group interaction and collaboration are very important to most millennials. Make sure to extend the invitation with a "+1," so they can bring a friend or partner along. About 70% of Millennials have never married. Consider making the event even more interactive with a concert or some type of fun race.

3. Place a strong emphasis on social media.

Prior to the event, market it with social media. Offer discounts to followers. Post related videos and photos to build excitement for the event. Include content that is interactive and shareable. Develop a hashtag specific to the event. At the event, attendees can then interact and post messages with the company's brand. Once the event has ended, send a blast out with thanks, results of the event, or promotionals. Grab even more Millenial attention by inserting a QR code on all marketing materials. Such a code can scan the user directly to the registration or company's home page.

4. Make the event one with social awareness.

Millenials are aware of the greater social good. Make the event a "green" event to appeal to the environmentalists. Having a portion of the proceeds designated to go to local charity is another way to appeal to Millenial's sense of social awareness.

If all these strategies are implemented, the event is likely to be filled with those wearing high tops, men with buns or ponytails, and young eager faces. Considering this population makes up approximately one-third of the workforce in the United States, this group simply cannot be left behind. Make sure you make it a point to bring in the young, professional and fun crowd to have a successful event!

Creating a Multisensory Experience for your Next Event

These days, thanks to the intrusion of virtual information into every moment of our lives, life experience and experiential opportunities have become a coveted asset. Time is valuable, and humans have a generally shorter attention span in keeping with the onslaught of instant information via smartphones and real-time communication. So, what’s a business to do when they are competing with the sensory overload and reduced attention spans of an overwhelmingly technology-driven marketing climate?

A multisensory event—and the inherently immersive, experiential power behind it—may be your answer.

Tips For Driving Success With A Multisensory Event

Interactive Meetings

Ever held a meeting where the entire room was equipped with stability balls in place of traditional conference chairs? Sometimes in the corporate and business world, a typical meeting in a room full of nametags, whiteboards, conference tables, and stackable chairs can feel familiar and nostalgic...and not in a good way.

Get the Most Bang For Your Buck

You’ve spent part of your marketing budget to pull your event together, and you want your clients and employees to feel energized and engaged—not bored and ready to check out. With a dedicated multisensory event space, you can get creative with the company vibe. Think about incorporating the following elements to make your conference an effective, memorable experience.

Engage the Five Senses

Sound

• Incorporate event-appropriate music—and be sure it’s not just upgraded elevator tunes. Know your audience, and create a Pandora station that resonates with their demographic and the overall tone of your event. Better yet, consider hiring a local band that reflects the culture and social scene of your specific event location.

Taste and Smell

• Serve energizing, healthy snacks. Ditch the typical sugar-laden, white carb nightmare of traditional conference food, and surprise your event-goers with a selection of healthy, vitamin-rich small plates that reflects and celebrates the geographic location of your multisensory event space. After all, the senses of smell and taste are powerful influencers.
• There is nothing like the smell of freshly roasted and ground coffee to make a morning meeting a pleasant experience. If yours is a coffee-based affair, try including a local coffee roasting company in your plans.
• Throughout the day, make sure your guests have a constant supply of freshly filtered water—and include a few decanters infused with citrus zest, green tea, and mint leaves. Not only is the herbal green tea-and-water concoction a stimulant, the smell of orange and lemon zest inspires creativity and a sense of well-being.

Sight and Touch

• Instead of the standard, stress-inducing fluorescent lights that most corporate events guests are accustomed to, choose a space that allows you to be creative with your atmosphere and mood. Incorporate creative lighting and striking visual décor, or choose an event space that has the resources and the talent to make a sensory experience part of the package: think luxurious fabric draping, hands-on displays, and interactive classes where your guests can cook a gourmet dish, oil paint on canvas, or get a chair massage.

When you want to create a memorable, experiential conference or marketing event, contact the experts at Soho Studios for more information.

Miami Film Month June 2016 - Summer Film Fun for Everyone

At Soho Studios, we get excited about local events, and we are excited about all the great events taking place in Miami during June for Miami Film Month. The entire month is packed with exciting things to do, and here are a few of the events you do not want to miss. Multiple film festivals are taking place during Miami Film Month, and from June 15-19, 2016 you will have the chance to check out the American Black Film Festival, which works to bring more awareness to entertainment content that’s made about and by individuals of African descent. Not only will you get the chance to enjoy the festival, but it’s also a great way to support equal opportunities for black artists within the film industry.

Whether you are a fan of critically acclaimed, internationally renowned, or independent films, local Miami art cinemas are showing something for everyone during the month of June, which we are thrilled to hear. To celebrate Miami Film Month, participating art cinemas are offering $8 films, which means you will want to take advantage of this deal and enjoy as many great films as possible. Participating cinemas include the Miami Beach Cinematheque, Bill Cosford Cinema, O Cinema Wynwood, Coral Gables Art Cinema, and MDC’s Tower Theater.

A huge part of Miami Film Month is the big video contest, and this year the contest is for videos that show off the multicultural culinary scene that we have so come to appreciate in Miami. Not only will William Vela, director of the Miami Short Film Festival, be critiquing the top videos, the winning video will be shown at the Miami Short Film Festival later, which takes place later in the year. Winners will also have their videos screened at the closing Miami Film Month event on June 30, 2016, which will take place at the Little Haiti Cultural Center.

Even the Perez Art Museum Miami is getting involved in the Miami Film Month action, featuring a special film installation that is being added to the museum’s permanent collection, Luanada-Kinshasa by Stan Douglas. This piece will not only be shown during the month of June, but throughout the entire summer in PAMM’s auditorium.

From exciting $8 films at local art cinemas to incredible film festivals, there is so much going on this month to celebrate Miami Film Month. We’re excited to get in on the action, and you’re sure to find an event you enjoy in the city this month.