A great idea is as much context as it is content. The “where” and “with whom” you make something happen for a brand really matters; a great concept that gets lost in a crowd (or misses the crowd entirely) is useless. You have to stand out.
This was proven again earlier this week when we were working on a conference attendance program for a client. The company is an industry leader, and the event is a major gathering of the digital and entertainment elite.
We built a comprehensive campaign, filled with strategic social media activation and digital conversation. We showcased the brand with a variety of smart and engaging widgets, updates, links, Tweets, hubs, data streams and Webcasts.
But we needed more.
We wanted to make sure our client stood out on the show floor; for them to connect, they needed to get noticed. And in an ocean of flat screens, monitor walls and handhelds, the way to do that is to go low-tech and high-touch. Be “awesomely analog.”
So we integrated some old-school tradeshow tactics – themed face-to-face events, hourly contests, live sweepstakes – to create a brand experience that grabbed and held attention. We used a distinctly non-tech approach to tap into the timeless human desire to connect, compete, play and laugh.
Our awesomely analog additions rounded out the program and guaranteed our client high visibility at an important event. Proof again that context is critical, and sometimes you go low to hit new heights.
(For Karen and Joy)