Event Marketer Summer 2023 - 87

BEST USE OF EVENTS FOR CONTENT
IMBDb's #IMDboat, a three-story yacht that sits in the San
Diego Harbor behind the convention center during San Diego
Comic-Con, is all about content capture in just about every form.
Fans on the lower deck of the boat were treated to a
consumer activation sponsored by Conair that allowed them to
try fun digital hairstyles in a branded vanity display and share on
their socials, as well as a Prime Video photo booth to celebrate
the launch of the " The Lord of the Rings: The Rings of Power "
where fan were able to put themselves in a scene from the
trailer.
On the second floor of the boat was a VIP green room, where
GOLD AWARD
CAMPAIGN: IMDb at SDCC
CLIENT: IMDb
PARTNER: AGENC
photographer Vivien Best captured headshot portraits. This
particular activation served a dual purpose for talent in that
they could update their IMDbPro page, or provide to the press
to run evergreen shots both around Comic-Con and throughout
the year. On the rooftop, IMDb partnered with Meta to produce
Reels where the team captured and edited slow-motion and
real-time social content.
In total IMDb produced 55 original videos, captured
more than 200 Reels and published nearly 3,400 photos.
Showrunners, filmmakers and casts from 53 projects (up
16 percent year-over-year) joined the boat resulting in 243
celebrities (up 21.5 percent year-over-year) captured onboard.
BEST USE OF EVENTS FOR CONTENT
The early bird catches the worm-or in the case of Old Navy, the
holiday shopping bug. To build buzz around the early release
of its holiday items, including the iconic Jingle Jammies, Old
Navy created a content-generating " Sorry Not Sorry Season "
campaign that leveraged the Radio City Rockettes for a
performance at the Old Navy Times Square store-their first of
the season.
Former Rockette-turned-TV personality Amanda Kloots
SILVER AWARD
CAMPAIGN: Sorry Not Sorry Season
CLIENT: Old Navy
PARTNER: Industria Creative
emceed the event, which began with Kloots on the streets of
New York, inviting passersby outside the Old Navy store to join
the fun and grab a front-row seat for the performance. Upstairs,
The Rockettes kicked and twirled in their " merry wardrobe, "
surprising and delighting audiences and Old Navy shoppers. A
video of the Rockettes performance was posted to OldNavy.com
as well as the brand's YouTube page. Additional pieces of shortform
and ancillary contbent also lived on Old Navy's organic and
paid social channels (Facebook, Instagram and TikTok), as well as
on Kloots' channels, to drive additional buzz and views.
Old Navy wanted to reach young parents who " strive to
do it all, " and the campaign did it all, and then some. The hero
performance video on YouTube went viral with more than 3.2
million views and over 800 comments.
eventmarketer.com
SUMMER 2023 EVENT MARKETER
87
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Event Marketer Summer 2023

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