evm_december-2023 - 8

PLAYBOOK
INFLUENCER MARKETING
A LIVE JAZZ BAND POPS UP IN MANHATTAN
HOT SPOTS TO PLAY A SINGLE TRACK:
HUDDLES MUSIC
If you've ever heard the music that plays while waiting for participants to
join a Slack Huddle, you've been treated to a smooth jam dubbed " Huddles
Music. " In the last year, the tune has worked its way into pop culture, so to
capitalize on its momentum and offer commuters in New York City a little
surprise and delight, Slack popped up at three locations with a small jazz
band that performed a live rendition of the track, adding riffs and solos to
keep the piece sounding fresh throughout the day.
Those who stopped by to listen could snag a free sheet of Slack stickers
and a complimentary coffee beverage with the brand's logo stamped into
the froth. Micro-influencers additionally popped in during the three-day
activation to help amplify the campaign. The experience ultimately scored
an average dwell time of three to 10 minutes, racked up 185,000 impressions...
and all that jazz. (Agencies: City Eventions; Rapport)
POP-UPS
OLAPLEX HOODWINKS TIKTOK USERS
WITH A FAUX PRODUCT DESIGNED TO
REBUFF 'DUPE' CULTURE
Inexpensive knock-offs of high-priced beauty products have
spawned a flood of TikTok " dupes, " wherein alternatives to costly
items are shared and promoted. Few brands are duped as often as
Olaplex, so to make a bold point about the premium quality of its
haircare offerings and the technology behind them, the brand duped
TikTok users with the help of 100-plus paid and earned influencers
by launching an unboxing campaign centered on a faux product
(which matched the packaging of its other items) called Oladupé.
Nice. Within a few days of the campaign's debut, there were already
more than 5.5 million views of the hashtag #OLADUPE.
Following the unboxing, Olaplex drove consumers to a microsite
where the first 160 people (a nod to the brand's 160 patents)
registered to receive a free bottle of Oladupé, which was, in fact, the
brand's very real Olaplex No. 3 Hair Perfector all along, as well as a
message explaining the stunt. Influencers, of course, also later shared
on TikTok that Oladupé was actually the brand's bestselling Hair
Protector product. Now, this is the kind of hoax we can get behind.
(Agency: Movers+Shakers)
EVENT TECH
CONCERT TOURS GET A GLOW-UP WITH LED WRISTBANDS
THAT TURN THE AUDIENCE INTO A VISUAL SPECTACLE
Concert tours have been on fire this year (yes, it was a Cruel Summer, and we're still painfully bitter
about missing the Eras Tour), and a range of entertainers has been leveraging event technology to
level up the attendee experience. From Taylor Swift to Coldplay, several artists over the summer and
fall distributed sustainable, wireless LED wristbands to fans that could be controlled in real time.
The tech fueled various in-stadium visual spectacles that allowed tens of thousands of attendees
to become a part of the shows as they were transformed into a living canvas. Effects ranged from a
" rainbow " sweeping over the crowd to waves of light falling from the ceiling to ocean waves crashing
through the venue, and beyond. It's probably time to say a fond farewell to the lighter-in-the-air
concert maneuver that the kids today will just never understand. (Partner: PixMob)
8
EVENT MARKETER WINTER 2024
eventmarketer.com
IMAGE CREDIT: THE WORKMANS

http://www.eventmarketer.com

evm_december-2023

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