Event Marketer and MRD December 2021 - 157

BEST PANDEMIC-ERA VIRTUAL EXPERIENCE (CONSUMER)
Hordes of automotive manufacturers descend on SEMA Show each year to debut new products, showcase
their innovation chops and connect with buyers and consumers from across the globe over a shared love of
the industry. When COVID shut the event down, Ford wasn't going to forfeit its chance to engage consumers
and maintain upward momentum on its hottest new models, so it pushed the petal to the metal and
delivered its own livestreamed event on YouTube-Ford Auto Nights: SEMA Special.
With some of its most highly anticipated vehicles in decades to tout, Ford set out to not only highlight their
features but to illustrate how they enable adventurous lifestyles through accessories and customization.
Leveraging an extended reality studio, the automaker transported attendees to photo-realistic
environments, from lakes and forests to the ultimate garage, all designed to reinforce the vehicle's core
offerings. From a 60-minute " Top Gear " -style show that combined studio-shot footage with pre-produced
films and featured celebrities like Jay Leno, to live deep-dive Q&As with subject matter experts, to ARpowered
vehicle demos, the lively event was all gas, no brakes.
SILVER WINNER
CLIENT: Dell Technologies
CAMPAIGN: Virtual Sundance
Film Festival
AGENCIES: Lacy Maxwell
Experiential, TK Events
As the Official Technology Hardware and Sustainability Partner of the
all-digital 2021 Sundance Film Festival, Dell Technologies was in a unique
position to capitalize on the global visibility and opportunity to increase
engagement and brand awareness. Replicating the cozy lounges found at
the in-person festival, the brand created the #DellTechDen, a communal
virtual space with six days of programming. Among offerings: mixed reality
experiences with tastemakers, panels, Q&As, private screenings and trivia.
BRONZE WINNER
CLIENT: Wipro (Appirio)
CAMPAIGN: Helix 2021
AGENCIES: Pulse Studio LLC,
McVeigh Global Meetings and
Events
Information technology brand Wipro was on a mission to help customers
improve their digital journeys as it launched its virtual Helix event. Hosted
within a cozy, detailed digital environment, the 22-hour livestream
delivered 54 back-to-back content sessions, a concert, mixology lessons
and dj performances. The event wrapped as thousands of virtual lanterns
were released into the " sky, " representing thousands of charitable
donations attendees made at the event's start.
GOLD WINNER
CLIENT: Ford Motor Company
CAMPAIGN: Ford Auto Nights:
SEMA Special
AGENCY: Imagination
BEST PERMANENT OR POP-UP RETAIL EXPERIENCE
There are only a few brave souls who, during the pandemic when brick-and-mortar retail initially took a
catastrophic hit, were committed to building brand-new physical stores from the ground up. Renowned
guitar maker Gibson was one of them. The brand's vision of creating an experiential retail megastore in
the heart of Nashville would be the ultimate way to share its rich, 100-plus-year history and engage a
range of music lovers by teaching them something new, inspiring them to play or simply immersing them
in the Gibson lifestyle. After battling pandemic-related buildout delays, the brand was finally able to open
the doors to the 8,000-square-foot Gibson Garage in early 2021 and began hosting scheduled visits and
private events in the space shortly afterward, like the Tennessee Titans' virtual draft party, before the
doors opened to the public in the spring. The store is built to engage and educate everyone from master
guitarists to Nashville tourists through a host of touchpoints. Whether visitors want to play the latest
guitars, create their own custom, made-to-measure Gibson guitar, chat with a specially-trained brand
pro, experience live performances and community events, take a workshop or just buy some exclusive
swag, there's something for everyone, guitar hero or not.
SILVER WINNER
CLIENT: King's Hawaiian
CAMPAIGN: Breakfast Bungalow
AGENCIES: Entertainment
3Sixty, Revolution Marketing,
Bombshell Productions
If you want to attract foodies and press, you've got to give them something
to talk about, and King's Hawaiian was up to the task with its Breakfast
Bungalow. The nine-day pop-up featured Instagrammable vignettes and a
curated menu developed with celebrity chef Jaime Young. Visitors could do
everything from grab a breakfast sammie to snap photos at a vintage surf
shack or a ball pit beach featuring a kinetic waterfall. And they did it to the
tune of 50 million social impressions.
eventmarketer.com
GOLD WINNER
CLIENT: Gibson
CAMPAIGN: Gibson Garage
AGENCIES: G7 Entertainment Marketing,
George P. Johnson, Shoptology
BRONZE WINNER
CLIENT: Centennial
CAMPAIGN: A Peanuts
Christmas Experience
with Santa
AGENCY: Agency808
For retail property Centennial, COVID may have altered traditions, but it
didn't cancel Christmas. The brand brightened spirits with a touchless
Peanuts Christmas Experience with Santa, a multisensory walk-through
set inspired by the iconic " A Charlie Brown Christmas. " Families explored
projections in Snoopy's dog house, caught a timed light show, had a
pandemic-friendly photo op with Santa, solicited Lucy's advice and
danced on an LED-activated dance floor. Now that's merry and bright.
DECEMBER 2021 EVENT MARKETER
157
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Event Marketer and MRD December 2021

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