evm_september-2023 - 6

PLAYBOOK
HOT PROPERTY
EDITED BY
KAIT SHEA
WHAT'S MY AGE AGAIN? A CROSSINDUSTRY
Y2K RENAISSANCE
MAKES ITS WAY INTO EVENTS
Velour tracksuits and flip phones have entered the chat. Oh yes, Gen Z's
penchant for reviving past trends has erupted into a hella big resurgence of
Y2K-era fashion, technology and cultural quirks that's giving past decadethemed
revivals a run for their money. And with brands increasingly targeting
the demo, building activations that envelop attendees in the late '90s/
early aughts time period, with a few modern twists, it's fueling a " newstalgia "
trend. Naturally, millennials-who experienced the " Millennium Bug " and
lived to tell the story-are also pretty stoked about it. Here's a look at how
marketers are weaving Y2K into their events and experiences.
FREEFORM
Freeform's nostalgic premiere event for season two of " Cruel Summer " was
one to behold. The network over the summer transformed Elysian Park
in L.A. into the fictional lakeside town of Chatham, WA, from the series,
transporting attendees back to the show's 1999-2000 timeframe in an effort
to drive awareness and tune-in to the teen psychological thriller with the
help of newstalgia.
The activation-attended by cast members, celebrities from the era
(think: Lance Bass and Tara Reid) and a select group of influential attendees-included
a waterside screening followed by a Y2K bonanza that took
the form of a New Year's Eve-themed party featuring interactive vignettes
and themed food stations. Attendees first entered a walkway lined with
of-the-era touchpoints, like old TV sets playing hit music videos and news
clips from the period. They also encountered a " ride-or-die " photo op set
in the wilderness.
At the reception itself, guests explored an Airstream trailer brimming
with show-accurate details, then snapped a Polaroid and hung it up inside
the vehicle. At a Postcard Tower, they could write a message on a " Cruel
Summer " -themed postcard and drop it in a mailbox for Freeform to mail
the next day. Meanwhile, a dj spun top jams from '99 and 2000. Across the
event's six dedicated photo moments, content was given the Y2K treatment
thanks to a custom '90s-style overlay that made images appear as if they
were taken during the era. There was also a roaming videographer capturing
footage on what looked like an old camcorder but was, in reality,
powered by an iPhone. Pretty dope. (Agencies: Little Cinema, production;
Pop Social, social media; PR Dept, p.r.).
STUNTS
AMERICAN EXPRESS
Amex welcomed festivalgoers at shows like Coachella and BST Hyde Park
in London into a newstalgic activation space that catered to the demo's
desire for authentic points of nostalgia. The Y2K-inspired " emporium " and
photo lab invited attendees to rent or buy an eco-friendly, digital pointand-shoot
camera from Paper Shoot, and snap and share vintage-style
photos. As a bonus, cardmembers had the option to print their photos onto
a limited-edition Coachella tote bag to take home as a custom souvenir.
It's unclear whether or not non-cardmembers elected to have their photos
printed at the local CVS. (Agency: Momentum Worldwide)
KLARNA
As part of its multifaceted partnership with the unofficial queen of Y2K,
Paris Hilton, digital payment service Klarna hosted an interactive House
of Y2K pop-up in L.A. earlier this year that illustrated the evolution of
shopping and trends from the 2000s through the present day via a series
of vignettes. The idea was to transport consumers back to a time when
shopping wasn't as convenient as it is today with the help of the " buy now,
pay later " company's app. And across three pink-drenched floors of fashion,
tech and beauty installations, the Y2K vibes were strong.
Among highlights: A " Tech Tunnel of Terror " lined with abandoned
shopping carts, error messages, old PCs and other outdated tech anchored
by a notoriously challenging Claw Grabber arcade game that showed how
hard it was to " grab " the best deal back in the day; a glam station where
celebrity makeup artists styled attendees with 2000s looks, like glossy lips,
face jewels and glitter; a " Tech Bling Station " where consumers had personal
items bedazzled; and the fashion installation, which included Hilton's most
memorable items from the last 20 years (think: Her Swarovski crystal jumpsuit
and Motorola Razr flip phone) and featured Y2K-themed swag bags
filled with items like of-the-era sunglasses, Tamagotchis and scrunchies to
take home. That's hot. (You knew we had to.) (Agency: Amplify)
SUBWAY'S 'FLYING FOOTLING' SOARS OVER U.S.
CITIES TO DELIVER A DINING EXPERIENCE AT
1,000 FEET
You've likely seen Subway activate by land and by water, and now the sandwich chain
has taken to the skies. At the center of the brand's new Subway in the Sky campaign,
which launched Sept. 1, was a blimp-a 180-foot-long... footlong-featuring a
gondola that served as a high-altitude restaurant that could accommodate six people
per trip. Up to 40 pre-registered consumers per day could experience the on-board
sandwich " flight " of all four of Subway's Deli Hero subs while seated 1,000 feet above
the ground. The company's nickname for the aircraft? The " Flying Footlong. " Nice.
6
EVENT MARKETER FALL 2023
eventmarketer.com
IMAGE CREDIT: FRANK MICELOTTA/FREEFORM
http://www.eventmarketer.com
evm_september-2023

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