KBY Designs Livens Up the Dead Sea

When a special event needs to be taken to the very top level of specialness, KBY Designs pulls out all the stops. One recent example of their work was a beach party, which was set up to show potential customers what they could do. What made it so different from other such parties? The first difference was its location on the banks of the Dead Sea. What happened next, however, is what made it so special. Ten Truckloads of Sand Start Things Off

Bringing sand to a beach may seem strange to those who don't live near water, but it's actually basic preparation in many areas. The sand naturally found near water is often more like gravel, is muddy, or has other undesirable traits. Covering it up with a better grade of sand is often the solution. KBY Designs, however, wasn't satisfied with a small patch of improved beach. They used 10 truckloads' worth of good sand to make sure that the entire planned space would look and feel beautiful.

No Mere Volleyball Net for This Party

Since this was a high-end event, the right trappings had to be brought in. Some of the added accouterments included an eatery under an open-sided tent, outdoor market-style plants, fruits, and other themed items, market umbrellas to keep the people cool, pails of Dead Sea mud for children to play with, and plenty of services. The company worked with a multitude of subcontractors to make sure everything went off perfectly. These subcontractors included caterers, bar service providers, and a company that provides child-watching services for events.

The catering was especially notable. Instead of bringing in pre-cooked food on trucks, it brought in a big tabun oven and cooked everything on the spot. Fresh fruits, vegetables, and breads were also displayed around this stand and were used in the meals. In keeping with the overall theme, the food was of a light Mediterranean style.

The Possibilities Are Endless

This is just one example of how a special event can be made unforgettable, and how it can be used to truly show potential customers a party planner's capabilities. The key is to make such an event match the tastes of the target market and then do it in truly grand style. Word will quickly get out, greatly increasing the memorability of the brand. After it's over, consider releasing a highlight reel as an advertisement so more people know how well the company fits their interests.

If you're looking for a place to hold an experiential marketing event that doesn't require traveling to the Dead Sea, check out our space at Soho Studios. We make it easy to set up the perfect experience.

Lolë Sets Out to Create an Impactful Yogi Experience

Getting people into your product sometimes takes making a big show out of it. When done correctly, this gives thousands a chance to join in directly, while others get to feel like they're part of the action thanks to excellent camera work. Still others will find out about it because the "big show" was so big that it made it to television news. One brand that knows all about this is Lolë. It didn't run just one show, but instead, celebrated Yoga Week with 60 massive worldwide yoga sessions that included an average of 3,000 participants each. After that, it put the tour on the road and hit some key international cities. Needless to say, this made a giant splash across the world by engaging people – and media - in all of those places.

These weren't just regular yoga sessions that happened to be sponsored by Lolë. Instead, they were part of the Lolë White Tour, which was set up to be visually distinctive right from the start. At these events, all of the participants were asked to wear white. Officially, this is to symbolize peace. From a marketing perspective, of course, it makes the event unmistakable. A sea of people wearing white stands out both live and on TV. The company also handed out yellow yoga mats, so the color coordination continues all the way to the floor.

Of course, there is a good reason that Lolë chose yoga as the theme for its extravaganzas: One of the company's biggest product lines is yoga clothing. Plenty of white yoga outfits are for sale on their site so that those who get excited by the White Tour can get their own. Hosting giant yoga events also promotes yoga in general and makes people want to join in.

This is just one of the latest examples of what has come to be called experiential marketing. With this form of marketing, people don't just watch ads or see pictures of products. Instead, they join in on big, impactful events set up by the marketing company. Participants can number in the thousands, tens of thousands, or even more. This makes it so that a serious number of people are directly exposed to the brand, product, and the events themselves. From there, word-of-mouth will carry the marketing impact even further.

If your company is looking for a venue for its own experiential marketing extravaganza, check out Soho Studios in Miami, Florida. Our multiple event spaces are perfect for big events of various sizes, so you can be sure that you can fit a huge crowd inside. Whether you're planning one event or a multi-venue tour, make sure one of your stops is at Soho Studios!

Ford Joins the New "Escape the Room" Trend and Adds Innovation to the Popular Game

For the millennial generation, "escape the room" competitions have become one of the most popular interactive activities around. Taking a concept rooted in a pretty basic type of point and click computer game, team members are locked into an actual room, and must use various objects and clues that have been left in the room in order to get out. At the end of June, Ford used this trendy pastime to create an experiential marketing event to promote the Ford Escape. What made Ford's use of the pop culture craze unique is that rather than alluding to a popular activity, they actually expanded on the theme, creating a game that was more elaborate than the popular versions for which tickets sell out quickly. Additionally, the technology that is built into the Ford Escape was so integrated into the fabric of the game, that in order for players to succeed, they needed to pay close attention to the parts of the event that can often cause people to get distracted: product marketing.

The game was limited to 1,000 lucky participants, even though it was held in a massive 35,000 sq. ft. New York City location. As the name suggests, escape the room games generally require players to get out of one room in order to win, but for Ford's event, this was expanded to the requirement of getting out of 5 separate rooms to achieve success. There was only 30 minutes allowed to finish the entire course, meaning that there was only 6 minutes allotted to escaping each individual room.

In order to get out of each room, the player would have to use knowledge of one aspect of the technology included in the Ford Escape. This means that during the pre-game information session, when players were introduced to the 2017 Ford Escape. Seated inside the SUV with a brand ambassador pointing out highlights the players all had a vested interest in paying close attention: their success in the game depended on it.

The game was designed by the master and creator of the original "Escape the Room" physical adventure games, Victor Blake. It was anything but a throwaway game, as many teams were not able to finish it in time, and so "lost," but no doubt had a lot of fun even without victory. Prior to beginning the course, participants were filmed in a Ford Escape goofing around in front of a green screen. From there, the course began. Centered around needing to move through New York City locations, achieve professional success and make it in Hollywood, the game did not lack variety, but what made it truly stand out from all other escape the room games, was it required the participants to actually drive Ford Escapes. From driving to a "coffee shop" (within the building) to pick up a coffee for the bus, to getting a parking space and using the 2017 Ford Escape's self-parking feature, the product that Ford was seeking to promote couldn't have been better integrated into the actual event.

On the one hand, the event was touted as the ultimate alternative to a regular test drive. However, many of the participants are likely not in the market for a car at the moment, and were there to play the game. But as millennials, they are at an age where they are buying their first new car, or will in the next couple of years. What better way to put the Ford Escape firmly at the front of their mind when they are ready to make that purchase.

Mike’s Hard Lemonade Goes for a Guinness World Record

When Mike's Hard Lemonade decided that it needed to catch people's attention, it knew that boring TV ads and newspaper coupons weren't going to cut it. It would need to do something noticeable – and do it in a way that made people care that it had done so. That's why they decided to create an experiential marketing campaign like none other before. How did they do it?...

The first thing they kept in mind was the desired brand image. Mike's Hard Lemonade is an alcoholic brand, but it's beverages are quite different from standard beers and other alternatives. This naturally leads to positioning the brand as new, young, and different. Now, they just needed to think of how to draw a large audience and make sure that the Mike's name stayed with them.

They decided that the best way to do this would be to break a fun world record. The Guinness Book record for: "Most Candles on a Cake," was chosen as the target. Next, they needed to get people interested enough to not only spread the message, but directly partake in the history-making event.

Social Media

Social media fans have become immune to most companies' endless requests for likes and retweets. Mike's Hard Lemonade needed a way to get them to truly want to like their page. They hit on tying the number of likes to the number of candles on the cake, with each like resulting in the addition of a candle. The result? The cake ended up with 51,151 candles crammed across its entire top surface.

The Movie

The idea of putting 51,151 candles on a cake naturally leaves people with plenty of questions. How will they fit? Will they be lit? If so, how? They decided to answer them with an exciting short film that uses exciting camera angles and zooms to capture all of the critical points.

For those who watch the movie, the answer to the first question comes fast. The candles all fit because the cake is huge. Then, people are drawn further into the experience as they get to see that the candles are indeed lit – with torches! After more exciting key scenes, the finale makes every viewer cheer: The Guinness judge proclaims the record beaten!

Crafting experiential marketing campaigns that work as well as this one requires skill, experience, and plenty of creativity and verve. Contact us the next time you want to make sure that your brand stands out, not just for the presence of its advertising, but for its ability to get people to care about it.

Remember that experiential marketing doesn't just take place online and in movies. The people who partake in person need an unforgettable place to participate. Call us to reserve our venue, SoHo Studios, to make sure that everyone loves being a part of your event!

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

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

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

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

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

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

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

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

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

Samsung Creates Digital Playground

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

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

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

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

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

How to Host Dynamic (and Successful) Influencer Events

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

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

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

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

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

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

Miami Swim Week 2016

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

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

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

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

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

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

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

Jack Links Celebrates National Jerky Day In Brooklyn

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

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

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

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

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

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

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