Event Marketer Spring 2022 - 33

consumers were invited to make the most
of the unique experience by partaking in
snowball fights, making snow angels and
snowmen and engaging in photo ops. They
could also catch Super Bowl and Winter
Olympics content featuring stories about
athletes and teams on a 100-inch screen,
which doubled as " Today's " broadcast
monitor.
" That connective tissue for a consumer
who is just maybe walking to get something
at the mall and is able to experience a snow
day in L.A. is something that we think leaves
a different, lasting impression, " says Dan
Palla, director-consumer engagement marketing
at NBC Sports. " And I think that type
of impression, and the connection to these
events and to these brands as a once-in-alifetime
experience was really crucial, not
just strategically, but also for the emotional
connection and brand affinity that we know
is really important. "
The operations behind this kind of activation
are complex, to say the least, and
every element of the stunt's build-up and
tear-down was timed to the minute. So we
caught up with GDX to get a detailed overview
of the production process. Read below
for a timeline of the program, from site visits
to snow.
-Kait Shea
JAN. 30 | 10 P.M.
SnowMagic begins making snow
and building the " winter " part of the
wonderland. The team creates real-life
snow to cover the ground and uses
a water-based technology akin to a
bubble-making machine to produce
flakes that fall from the sky. The result
is 1,600-square-feet of snow, stacked
up to four feet high in some areas.
The process takes nearly five hours to
complete and requires eight refrigerator
trucks loaded with 40 tons of ice
blocks.
JAN. 31 | 3 A.M.
" Today " crews load in
their equipment and
prepare for Roker's
broadcast. An NBC
satellite truck and fiber
optic technology are
incorporated to ensure
a smooth transmission.
Filming takes place from
3:15-7 a.m.
JAN. 31 | 7 A.M.
Teams completely
refresh the footprint
for the next
two hours to prepare
for its public
debut.
JAN. 31 | 10 A.M. TO 8 P.M.
Consumers are invited to
interact with the snowscape.
Brand ambassadors are on
hand to take photos and
reassure passersby that it's
OK to play in the snow. The
scene, including the snow, is
refreshed often and flakes fall
every 20 to 30 minutes from
the concealed cannons.
NIGHT OF
JAN. 31
Crews load out,
removing every
trace of snow
and leaving the
site just as they
found it.
eventmarketer.com
SPRING 2022 EVENT MARKETER
33

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Event Marketer Spring 2022

Table of Contents for the Digital Edition of Event Marketer Spring 2022

Event Marketer Spring 2022 - 1
Event Marketer Spring 2022 - 2
Event Marketer Spring 2022 - 3
Event Marketer Spring 2022 - 4
Event Marketer Spring 2022 - 5
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