In today’s world of experiential marketing, presenting an elaborate event production without a social media engagement strategy would get you laughed out of any pitch meeting.
It doesn’t matter how gorgeous your mobile marketing vehicle is, or the creativity of your event production. Today’s clients demand social media engagement that takes the consumer beyond the footprint to their digital landscape.
It’s no longer optional, a social media strategy simply must be integrated into your experiential campaign and engage consumers on-site and beyond.
Here at the eventXchange we obsess over helping our clients find the perfect used mobile marketing vehicles, trailers and custom event elements. Sure, digital is not something we talk about regularly, but we’ve been around the industry for 15+ years and have learned a thing or two.
If you’re looking to boost social engagement on your next experiential campaign, try out some of these techniques.
Art is King
If it’s in your budget and you really want to grab some attention, try to add some true artistic elements to your next event. 3-D street art is one exceptional example.
It’s important to ask this question: “Can we incorporate share worthy art with this brand program?”
Throw it out there and see what comes up. Partner with the right people or make something that’s so eye-catching people can’t resist sharing it via their social networks. The outlandish pieces at burning man or art installations at Coachella are 2 great examples of art meets event.
Set a World Record
Let’s assume Ikea is your client. Could you create the world’s largest chair or desk, put it on a stylized trailer, and let people sit in it and snap a photo of themselves for social media sharing at your activation?
Create something that is impossible NOT to take a picture of and share.
Another cool tactic is to engage a group to work together to set a new world record. You’re consumers get to participate and brag to all of their friends via social media that they were part of a world record-breaking feat.
Get with Guinness and see if they can help out.
Pay With A Tweet
Promise something of real value to your consumers, drive traffic to your desired destination for the download, then have them Pay with a Tweet to get it.
Ah, the good old fashioned social media contest (can we call it old fashioned already?).
Run a contest on your Facebook page. I know, it’s been done thousands of times but here is the trick.
If you have a product to give away there is one simple question you can ask which will serve two purposes; engaging your audience and getting your client real time feedback on why people would want their product.
The question is simple:
“How will this (product/brand/service) help you?”
I ran this contest on the ATN Promo facebook page for a book I wrote and received a slew of comments. The answers really provided some insight into why people wanted this type of product.
Photo Booths or Green Screens Are Always a Winner
This one is easy, and a total no brainer. People love to see pictures of themselves, I mean how many times have you snapped a digital photo and viewed it seconds later?
You can offer up the photo for sharing immediately with branding somehow involved in the image. Another strategy is to store the photos on a website that your attendees must go to in order to access the photo. Vail resorts Epic Mix application does this in a genius way.
If you’re trying to rack up comments on a blog or company page, give away a big prize but only if the number of comments reaches a certain level. For example, consumers have a chance to win $5000 for the funniest comment but only if the post receives 1000 comments. It encourages people to encourage other people to comment. Awesome.
#hashtag Your Event
Pick a hashtag for your event that allows attendees to connect. Let people know beforehand that the hastaggers have a chance to win a bunch of amazing prizes, but they will be given away sporadically at random. This will keep people hashtagging everything often, and checking in on twitter incessantly.
Make it a Game
Can you turn your social media engagements into a game that people can win? This is a general strategy that can work amazingly if done right. When we were kids we made all sorts of ridiculously fun games up on the fly, just do that with your brand and digitize it through a social network. Engagement to the max.
Eliminate As Many Steps as Possible
As a general rule, try not to force people to download an app or take too many steps. If you can, make it as simple as possible. Twitter #hashtag campaigns are a great example, as they don’t involve any complicated extra steps beyond crafting a tweet.
Need any other ideas for your program? Drop me a note: jason@eventXchange.biz or buzz me at 773.661.4184