Part I: Take the Time to Think Through Art Direction

Published by O Hello Media

Photo credit: Ohellomedia.com

Brands we see rising to the top are those who engage their audience through an integrated marketing plan wherein all layers of marketing work in unity to achieve the same goal. As soundly engineered as “the catapult” ball retriever from The Sandlot; each part of the system plays a key role in moving the needle (or in this case, the ball).

Brands we see rising to the top are those who engage their audience through an integrated marketing plan wherein all layers of marketing work in unity to achieve the same goal.

The appropriate order of operations

BEFORE ANY MACHINE CAN OPERATE, HOWEVER, IT MUST BE BUILT; AND BEFORE IT GETS BUILT, IT MUST BE DESIGNED BASED ON A SET OF GUIDELINES SO IT CAN FUNCTION PROPERLY.

There is a purposeful order of operations in place to achieve the results you’re looking for, and so just as the marketing machine must begin with a set of guidelines, so too must we apply the same strategy to photography & videography coverage for your brand activation. 

Photo credit: Ohellomedia.com

Cue the shot list, right? WRONG. In comes the proverbial BEAST (yes, another Sandlot reference) to snatch up that baseball because one key element was missing for success:

ART DIRECTION.

A shot list can not be developed before the guidelines are in place, which is exactly the purpose art direction serves. These guidelines are the most valuable when they are clear, intentional, aligned and strategic. To help you think through how to begin this process, we’ve outlined some thought starters and considerations for what exactly art direction means and looks like as it pertains to photography & videography for your brand activation:

Photo credit: Ohellomedia.com

Tips for developing art direction

1. Review your brand standards

What does your brand look like visually? We’re not talking about your brand colors or fonts, but more so how does your brand translate into an image? Is it vibrant? Warm and approachable? Electric and bright? If you were to describe your brand as a person, what would he or she look like? What kind of facial expressions does he or she convey? These are questions you want to be thinking through as you define what the content from your event will look like so that it aligns accordingly and therefore appeals to your target audience to draw them in.

If you were to describe your brand as a person what would he or she look like?

Photo credit: Ohellomedia.com

2. Think through environmental considerations

You have put a lot of thought into the design of your experiential activation but in many cases, the physical setting and/or location is a byproduct of other factors such as foot traffic or involvement as a sponsor of a larger event. Those environmental factors have a huge impact on the final content. Make sure you’re looking at the lighting conditions, such as natural vs. artificial light as well as the time of day for the shoot. Guide your content creator on the best camera settings and supplemental equipment to achieve the lighting conditions that will ultimately produce content that aligns with your brand standards.

Photo credit: Ohellomedia.com

3. Identify the story you want to tell through the images or footage captured

Our team at O Hello Media takes an editorial approach to content capture, as this enables us to truly tell an authentic story of the consumer experience at your brand activation. Perhaps, however, it makes more sense for your brand to create more ‘influencer’ style shots that are posed, curated and hyper stylized. Think through how you want your photographer or videographer to approach their capture and interaction with your attendees, as each form of documentation will tell the story in a different perspective.

Photo credit: Ohellomedia.com

4. Assess the content you already have

This could be the only activation as a part of your campaign, or it could be one in a series of many. In either case, take a look at the content you already have to maximize the final product output produced by your photographer or videographer. For example, if you already a great library of hyper-stylized images featuring consumers sampling your beverage product, perhaps this shoot should focus on more organic content of consumers reacting to your product.

The end result

As an experiential marketer, you know that your cog in the machine is the emotional trigger. You create opportunities for your on-site audience to feel a deep-rooted connection to you as the brand. The photographer or videographer then must rise to the challenge and ensure the real emotion experienced on site translates into imagery or footage. 

Using all of the factors outlined above, well defined art direction will allow for the purposeful, strategic and brand-focused attention to detail you put into the physical experience to carry through to the content produced.

sonos brilliant sound experience

4 Experiential Campaigns That Killed It Without Using Facebook Ads

sonos brilliant sound experience
Photo credit: design-milk.com

One of the biggest challenges that marketers face is deciding where to allocate their budget. We’ve seen global brands like Patagonia, REI, and Adidas pledge to join the #StopHateForProfit campaign against Facebook and pause all ads and ad spend on the platform in July. 

With brands pledging to #SHFP, retail on its way back up after the pandemic, and brand authenticity more important than ever, now is an opportune time for brands to utilize experiential marketing. We put together a list of four notable experiential campaigns that yielded impressive results without ever using Facebook ads. 

#1 The Under Armour Drone Drop

Agency: The Pineapple Agency

It’s 2018 and Under Armour and Steph Curry need an exciting way to deliver the new Curry 4 sneakers to an already saturated market. On a windy day in San Francisco, 10 drones were launched off of yachts, each carrying a pair of Curry 4 shoes. Fans used an app to uncover hidden drop zones that were located throughout San Francisco. They arrived at the drop zones to place their sneaker orders on iPads and within minutes the drones dropped the sneakers directly to fans. 

This campaign went viral, earning 16M social media impressions, 119M media impressions, 25k leads captured, and Gold at the annual EX Awards for “Leap of Faith.” It delighted fans and had the ultimate “cool” factor without spending a nickel on Facebook ads. 

Smart Marketer Takeaway: 

The right brand, idea, and experiential agency can partner to generate noteworthy results without using paid media. That’s the value of creating an experience. You’re not only looking at viral video views and quantitative returns, but you get key insights on consumer behavior in real-time. 

Photo credit: design-milk.com

#2 Sonos’ Brilliant Sound Experience

Agency: Anyways

Sonos partnered with Google Assistant to show that their products went beyond sound, and that music is a multi-sensory experience. Sonos launched a three-day experience with interactive installations in NYC that focused on sound, music, and light. The “Physics Room” utilized hundreds of strands of individual lights to demonstrate the unique experience of every performance. “The Structure of a Song Room,” featured sculptures with hidden stems in each. As viewers explored the space, they would hear different strains of the song based on the sculpture they were near. 

While this could’ve been just another opportunity for participants to get a cool Instagram photo, Sonos went above and beyond to incorporate the latest technology to entertain and educate consumers on the dimensions of sound. The event’s free tickets were sold out before the doors ever opened. More than 3,300 people attended and it attracted a wide range of press from the New York Times to VICE to AdWeek. 

Smart Marketer Takeaway:

Consumers are looking for meaningful, educational, and authentic experiences with brands. Gen Z has more than $140B in spending power in today’s economy and they are attracted to brands that have honest and authentic identities. Lean in to experiential to help tell the truth about your brand and what you care about. As we’ve all seen in 2020 thus far, brand transparency is more important than ever. 

Photo credit: news.yahoo.com

#3 Virgin Galactic Spacewear System Unveiling 

Agency: In-house Virgin and Under Armour teams

Press events are the ultimate opportunity for a brand to utilize experiential marketing tactics, which are the most effective way to ensure people can recall your brand’s story. Virgin Galactic and Under Armour teamed up for a proprietary spacewear apparel line and unveiled the spacesuits inside an indoor skydiving tunnel. The suits were revealed by skydiving world champs performing a dance in the air in the zero-gravity simulator and it was later revealed that Richard Branson was one of the air dancers! 

This event offered attendees a first-of-its-kind fashion show and let them see the commercial spacewear system before the rest of the world. The effort generated more than 2.5 billion impressions without any kind of pre-event promotion or advertising on Facebook. 

Smart Marketer Takeaway:

Influencers (like Richard Branson) should always be considered as a tactic for your experiential strategy. With more people at home researching brands’ responses to the pandemic, influencers have the ability to reach your audience quicker and without boosted promotion. 

Photo credit: nbc25news.com

#4 The Oscar Mayer Wienermobile

Agency: McGarryBowen, Olson Engage

Lastly, you can’t talk about the history of experiential marketing without mentioning the OG – the Oscar Mayer Wienermobile. Over thirty years ago, Oscar Mayer created the Hotdogger program, where recent college graduates apply to be selected to operate a Wienermobile. Since then, it’s gone viral, been offered as an Airbnb stay, and there are thousands of applications for Weinermobiles each year. 

When the Weinermobile launched decades ago, Oscar Mayer relied on experiential marketing in its purest form by using guerilla marketing tactics and emotional connections to drive brand awareness. The brand understood the importance of forging a connection with the public and generating lifetime value over immediate sales ROI. Mark Zuckerberg was three years old when the Hotdogger program launched – needless to say, the students did not find out about the opportunity via Facebook.

Smart Marketer Takeaway: 

Strive to be authentic as a brand, especially in today’s climate. Oscar Mayer is successful because they have never wavered in staying true to who they are and the marketing strategies that work for them. Guerrilla marketing done right is a polished skill and brands should utilize experiential agencies for the right execution. 

If you’re a brand that’s pledged to the #SHFP campaign, have you considered new ways to allocate your marketing funds? Experiential marketing is ripe with opportunity because it can break through the noise, connect with consumers directly, and get your company the insights it needs for future campaigns. With the right experience design, you can be the hero of your brand’s marketing team and execute creative ideas and strategies for your brand in a post-pandemic world. 

Are you looking to build brand awareness, but don’t know where to start? Sign up for a free brainstorm session with Pineapple’s top creative minds. 

Lauras Lean Blog Post

Laura’s Lean Taps Pineapple Agency

Producer of organic and natural steaks hires Pineapple to wow festival-goers at upcoming Wellness Your Way Festival

The Pineapple Agency is excited to add Laura’s Lean Beef to our growing client roster! We recently engaged with the long-standing supplier in the beef industry for its all-natural and organic protein options to create their interactive trade show booth at Kroger’s upcoming Wellness Your Way Festivals in Denver and Cincinnati, presented by King Soopers. Festival-goers will experience a combination of health, wellness and music to kick start a healthier way of living, as the 3-day event boasts a consumer food expo, kids’ activities, inspirational talks, and interactive stations showcasing new technologies in wellness. Sessions and panels feature a star-studded lineup with co-founder Jewel, Tone It Up founders Karena Dawn and Katrina Scott, television personality Jillian Michaels with Lucky Jack and personal trainer Jen Widerstrom with Laura’s Lean.

The Wellness Your Way Festival will be celebrated in two cities this year:

August 16 – 18 @ Colorado Convention Center in Denver

Buy tickets: https://www.axs.com/events/376311/wellness-your-way-festival-2019-tickets

October 11 – 13 @ Duke Energy Center in Cincinnati

Buy tickets: https://wellnessyourwayfestival.eventive.org/passes/buy

During both weekends, Laura’s Lean will provide all the meat for the cooking demos and will sample three unique recipes at their booth #1205. Laura’s Lean is also sponsoring the Nutrition Zone Food Education, showcasing cooking demonstrations with celebrity chefs, offering attendees the chance to speak with Kroger nutritionists and sample some amazing food that can help change the way they eat.

Health and fitness influencer, Jen Widerstrom, will be at Laura’s Lean booth next Saturday, August 17 to answer questions and provide tips for how to kickstart (and maintain) a healthier diet and lifestyle. Booth #1205 will also offer many interactive experiences like:

  • A Spice Wall: Fill up your branded spice bags with spice mixes that correlate to the recipes we will be sampling, so attendees can make them at home.
  • A Grill Game: Grill It, Flip it will be an interactive game similar to Bop It! but using a real grill, where anyone can test their reflexes and burger flipping skills.
  • A Timeline Wall: See the history of Laura’s Lean on our custom-built timeline wall and learn where the brand is going.
  • A Photo Moment: Take your picture in front of the beautiful Laura’s Lean plant wall, where we will have props such as aprons and spatulas.
  • Free Food Sampling: Festival-goers get to sample three mouth-watering recipes: 

We hope to see as many of you as possible at Wellness Your Way! Be sure to stop by the Laura’s Lean booth and snap a few photos!

Wanting to break your company into experiential marketing?

let’s chat.

Branding in NYC

Using Current Events to Boost Your Experiential

If you have an internet connection and are reading this blog, chances are you’ve probably heard about this tweet from Oreo that was posted during the 34-minute blackout at the Super Bowl a couple years back. The post was retweeted over 10,000 times in one hour, and ended up earning a much larger payoff than Oreo’s actual Super Bowl TV ad, which cost them millions of dollars. Design work, copy, approval, and posting of this tweet all took place in a matter of minutes.

Social media is all about social commentary, and it rewards brands that are fast, witty, and up-to-speed on current events. Since experiential marketing benefits so much from social media, it’s obvious why many experiential campaigns are built to go viral on social media. Adding some clever social commentary to your experiential marketing (or building your entire campaign around it) is one of the best ways to do so, and can create some amazing results on social media and beyond, supercharging your campaign’s impressions.

A perfect example of using current events in an experiential marketing campaign is actually taking place – you guessed it – right now. Piggy-backing on Apple’s expected announcement of the iPhone 6S at it’s highly anticipated September press event tomorrow, digital agency “6S Marketing” has done something unique, clever, and frankly… silly. They’ve been publicly asking Apple to call the new phone the “iPhone 7” instead. The agency bought billboard space in times square, made a hashtag and website, and even parked a truck out in front of the Apple store on 5th Avenue in Manhattan protesting the change.

Camping out in front of the Apple store.
Camping out in front of the Apple store.

At first glance, this seems like a lost cause. Why on earth would one of the largest companies in the world even consider changing the name of their product just to appease a marketing agency? But that’s the beauty – they won’t. Instead, while everyone is searching for “iPhone 6S”, and all eyes are on Apple, 6S Marketing is soaking up just a little of the (albeit very large) limelight. With how well they’ve capitalized on the hype from the rumor mill building up to the announcement of the newest iPhone, we’re looking forward to seeing what they do in the aftermath when Apple predictably calls it the “6S”.

Ready to boost your experiential marketing?

Let’s chat.

NCBA tradeshow booth

Why You Should Consider a Custom Trade Show Activation

NCBA Booth

Think back to the last trade show or convention you attended. Remember the massive amount of people? The crowded hallways? The hundreds of companies with booths that all looked almost exactly the same? Now, be honest: how many companies do you actually remember from that event? After a while, all the exhibitors just start to blend together, don’t they?

The terrifying prospect of being “forgettable” is becoming a reality more and more companies in the trade show and event marketing space. Without changing your strategy, you could be spending money every year on an activation that is not earning the highest possible return on your marketing investment.

If your company is considering purchasing booth space at a trade show, we highly recommend creating a custom trade show activation that sets your company apart from the rest, and creates an experience that attendees will remember long after they leave the show.

We believe in thinking outside the booth. We help our clients by not only fabricating a beautiful trade show booth, but also by working with them to create a comprehensive strategy that weaves their trade show experience into their existing marketing/sales strategy. By doing this, we can engage our client’s audience before, during, and after they have visited the activation space.

For a trade show activation, we place the highest importance on the DURING portion of the strategy. This is the critical time to stand out from the other companies in attendance, and to create a meaningful connection with the event attendees. With trade shows, just as with everything we do, we engage the audience’s five senses (sound, sight, touch, smell, and taste) as much as possible.

Sensory experiences have been scientifically proven to affect the deepest part of our brains, allowing for strong, intense connections between senses and perceptions. In other words, our senses have a great influence on our brand perceptions, associations, and our purchasing decisions.

To see the full power of engaging the audience’s senses, check out our latest custom trade show activation for the National Cattleman’s Beef Association (NCBA) here. We hit all five senses hard, creating a unique in-person trade show activation that engaged with nutritionists and dietitians. By focusing on two of the most powerfully memory-linked senses, (taste and smell) we were able to attract 1,200 hungry attendees in the first 90 minutes of the event by giving out homemade chili to those who stopped by the booth.

If you’re interested in creating a custom trade show booth, please feel free to contact us by phone, email, or interact with us on our blogFacebook, or LinkedIn page. We would love to help you create a trade show activation that sets you apart from the competition and helps your company generate a higher ROI.

Want to learn more about experiential marketing?

Let’s chat.

Tradeshow floor

Why LG’s NCAA Final Four Fan Fest Experience Worked

LG recently embarked on a new experiential activation at the NCAA Final Four Fan Fest by turning consumers and fans into LG’s latest basketball recruits. The activation was intended to create buzz about LG’s newest products but to do it in a creative way that immersed fans and made them feel like they were being recruited by a Division 1 Men’s basketball program.

The experience started with LG recruits registering for RFID wristbands that would link to the recruits’ Facebook and Twitter profiles for social image sharing. After getting a wristband, recruits were taken into the player’s lounge which was outfitted with leather couches and a bevy of LG products such as a touch-screen game table, LG’s new refrigerator, LG’s Music Flow speakers, as well as LG’s new curved OLED TV’s.

From the player’s lounge recruits were guided into the locker room which featured glossy oak lockers and jerseys to mimic a traditional basketball locker room. LG also placed their newest washing machines in the locker room, which were customized to become a mini basketball shooting game, creating a heated battle between recruits to see who could make the most shots.

From the locker room, LG took recruits to a practice gym that had 25 LG G3 smartphones set up to capture the consumers doing their best dunk in 4K resolution. Consumers could then get a replay of their dunk in the film room, which featured a 105-inch LG Ultra HD 4K TV.

LG concluded the experience for its recruits by taking them through the Hall of Champions which had a custom-built digital prize wheel, controlled by LG’s gesture control TV remote. Depending on what the segment of the prize wheel the recruit landed on, they could take away a microfiber cloth, lanyards with ticket holders, compression sleeves, sweatbands, and even a $50 Lowe’s gift card.

Why LG’s NCAA Final Four Fan Fest Experience Worked – The Pineapple View:

  • LG created an immersive experience and engaged with its audience in a way that was relevant with the NCAA Final Four tournament and the company’s many product lines. LG transformed the environment so well that it actually seemed like the consumers were actual recruits being touted along through a sports program’s official athletic facility. This experience made the audience much more receptive to LG’s messaging and brand.
  • LG utilized its digital product technology to create a digital conversation at the experience and then continue the conversation well after consumers left the activation. The RFID wristbands were an excellent way to collect consumer information and ignite social sharing without being intrusive and pushy. Through the NFC technology of the wristband, the photos and videos everyone took would automatically be posted to social, which made it easy for consumers to post and allowed LEG to track all the interactions.

Overall, we believe LG did an excellent job of creating an interactive experience that excited its consumers and left them with memories that they will be talking about for several years. By interacting with its target audience in a meaningful and relevant way, LG is able to build new associations with its brand which helps in emotionally connecting the LG brand with the consumer. The connection established between potential consumers and the LG brand also lead to an increased likelihood in making an LG purchase, which is the ultimate goal of this experiential activation.

Interested in working with us?

Let’s chat.