Event Marketer Summer 2023 - 57

BEST MULTICULTURAL EVENT CAMPAIGN
The pandemic was a difficult time for students who were pulled
out of classrooms and forced to learn in virtual environments,
isolated from fellow classmates and professors. With
students returning to campus after a two-year hiatus in 2022,
JPMorgan Chase announced an expanded five-year $30 million
commitment to the financial and career success of students at
Historically Black Colleges and Universities (HBCUs), expanding
on the firm's Advancing Black Pathways (ABP) initiative.
Furthermore, JPMorgan Chase showed up for HBCU students
GOLD AWARD
CAMPAIGN: Back to the Yard
CLIENT: JPMorgan Chase
PARTNER: Think True
through its event series Back to the Yard Presented by Chase.
The four-stop financial health and career tour reached nearly
3,400 HBCU students in fall 2022 and featured a three-hour,
festival-like event headlining top local djs at each stop, along
with award-winning journalist and entertainer Jamila Mustafa
as emcee. Programming also included a 60-minute stage
program featuring student performances and game show-style
competitions infused with financial health education.
A career-themed lounge, a headshot photo op, yard games
and free food from local and Black-owned food trucks rounded
out the experience. Students were incentivized to participate in
each touchpoint through a rewards system where they earned
" Back to The Yard Bucks " to redeem for prizes such as Google
Tablets, tote bags and more at The Swag Store.
BEST MULTICULTURAL EVENT CAMPAIGN
Dale Tú is Instagram's new initiative designed to celebrate and
help Latinx and Hispanic creators build sustainable businesses
in a safe and inclusive community. To highlight the program and
bring creators together, Meta hosted events in three cities-Los
Angeles, Miami and New York City-leaning into bright colors,
lively music and experiences that captured the essence of the
overarching " Shape La Cultura " theme.
The Dale Tú events provided moments for creators to shine
a light on their own work, amplifying what it means to be Latinx
in the world of content and creativity. Instagram Reels played a
large role, with the aim to drive content creation, boost partner
sentiment and expose creators to Meta's latest products. Each
event featured themed cocktails, performances, photo ops and
opportunities to create Reels, but each city had its own unique
elements.
In L.A., attendees could snap a pic with a polaroid and receive
SILVER AWARD
CAMPAIGN: Dale Tú
CLIENT: Meta
PARTNER: Factory 360
a custom branded frame, access exclusive Latinx-created
Instagram AR filters, and enjoy a performance by Dominican
artist PAMÉ. In Miami, the activation featured a paleta-infused
champagne wall and a performance by reggaeton violinist
Sebastian Gabriel. In NYC, attendees interacted with shimmering
and neon photo ops, Reels projections and a hot chocolate
barista.
eventmarketer.com
SUMMER 2023 EVENT MARKETER
57
http://www.eventmarketer.com
Event Marketer Summer 2023

Table of Contents for the Digital Edition of Event Marketer Summer 2023
