Event Marketer Summer 2023 - 95

BEST VIRTUAL EVENT (CONSUMER)
To promote the new season of " Star Trek: Picard, " featuring
Sir Patrick Stewart reprising his role as Jean-Luc Picard,
Paramount+ looked to capture the iconic feel of " Star Trek, "
while also providing the context for the season's time-traveling
premise, which takes the crew to Los Angeles in 2023.
The immersive virtual event hosted on Little Cinema's
proprietary platform was modeled off of the 10 Forward bar
setting from the series. More than 950 virtual attendees were
" led " into happy hour at the infamous bar with bartender
Leandra and her patron, the eccentric Shriv. With straight-fromthe-series
props, costumes and set pieces, viewers " ordered "
from a selection of beverages like Aldebaran Whiskey, Romulan
Ale, a vintage Picard wine and the fan-favorite " hooch. " The
camera panned around a detailed set, revealing Easter eggs
from the series.
Activities in the bar included live improv pub trivia and
GOLD AWARD
CAMPAIGN: Stark Trek Picard
Premiere
CLIENT: Paramount+
PARTNER: Little Cinema
karaoke of series-favorite songs with viewers calling in from
around the country. And after " too many shots for Shriv, "
viewers were transported by a surprise appearance from Q,
played by John de Lancie, to the premiere of episode 202. The
platform allowed actors to respond in real time to fans in the
live chat, and fans were invited to join the broadcast on video to
answer trivia questions. The platform also offered an AR photo
booth where virtual attendees could add their photos to the
virtual red carpet. More than 1,000 virtual attendees ultimately
tuned in across 545 cities.
BEST VIRTUAL EVENT (CONSUMER)
göt2b, Henkel's color and styling brand that " stands for selfexpression
and celebrating our differences, " since 2021 has
collaborated with youth nonprofit Ditch the Label to amplify and
support consumers in combating online hate and cyberbullying.
göt2b set the goal to bring awareness to these issues with the
first-ever virtual Self-Expression Summit.
Held on June 17, National Stop Cyber Bullying Day, the
festival-style event in the metaverse featured stories about the
power of resilience from a group of mental health advocates,
LGBTQ+ activists, educators, influencers and celebrities.
Through a series of engaging, interactive and impactful panels
and workshops, the two-hour event tackled a range of topics,
including what it means to own your self-expression, how
important it is to live your truth, and what being authentic really
means.
The brand leveraged the Vatom platform to build an
SILVER AWARD
CAMPAIGN: göt2b x Ditch the Label
Self Expression Summit
CLIENT: Henkel
PARTNER: Conversate Collective
immersive environment inspired by the multisensory
experiences found at fan-favorite festivals. With design
assistance from Polycount, the team created a colorful outdoor
oasis with stages, lounges, interactive gaming tents and even
a moving virtual Ferris wheel. While navigating the 12.75-acre
festival grounds, attendees could toggle between a first-person
perspective and a bird's-eye view.
More than 4,500 attendees ultimately tuned in and
participated, with a 69-percent engagement rate among
attendees.
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SUMMER 2023 EVENT MARKETER
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Event Marketer Summer 2023

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