WE PARTNERED WITH POLITE SOCIAL & DESTINATION DC TO PRODUCE AND MANAGE THEIR RECENT CONSUMER ACTIVATION IN MARTIN PLACE
Over the past few months we’ve worked closely with both Destination DC and Polite Social to ensure that Sydneysiders would get a real taste of everything that DC is truly about – the people, the food, the music, the events – not just politics and history. After months of hard work and early morning conference calls across time zones, the event unfolded into what it became on the day – a selection of experiential activities, that when combined together reflected the true spirit of DC.
The activation took six months to prepare, from evaluating prospective sites, to brainstorming potential activation ideas and comparing numerous renders and floor plans as the planning progressed. Our team worked closely with Polite social & council partners to secure the site at Martin Place. On the morning of Thursday 5th September, Martin Place was buzzing as commuters were given a taste of the real Washington DC. They were greeted with various pieces to make them feel like they had just been transported to the US capital – including Lincoln himself!
Other offerings included:
- Immersive VR activity to explore the city right from Martin Place
- Hundreds of delicious complimentary treats including fresh coffee, gelato inspired by Ice Cream Jubilee and gourmet hot dogs that rivaled those at Ben’s Chili Bowl
- Representatives from United Airlines and Kimpton Hotels & Restaurants to chat people through how to get to DC and where to stay once there
- Tote bag handouts which included a map and DC visitor guide
And we haven’t even mentioned the best part – a replica of the Lincoln Memorial, complete with a giant print of Abraham Lincoln himself and a custom-built chair for the public to pose on. Of course, we also supplied the studio photography to ensure people got proof of the occasion and take away their own little memory. Our social sharing software also ensured that participants received their DC snap instantaneously and could enter the amazing competition we ran right on the spot. What competition, you say?
Well what better way to get people excited about the city than to offer a trip there? That’s right – the prize included two return flights courtesy of United Airlines, four nights accommodation courtesy of Kimpton and attraction & activity vouchers courtesy of Destination DC. And all the public had to do was have their photo taken on the replica chair and then post to a social channel of their choice using the hashtags #MyDCcool and #VisitTheUSA. Easiest entry mechanic ever if you ask us! The winner was even selected and notified the very next day – talk about living in an instant world.
The event was a huge success, and immediately had people talking, both in Martin Place and online. We captured over 300 photos during the course of the day, translating into more than 320 shares and tens of thousands of online impressions – all in the same time period as a workday. Thousands of people onsite also walked away with a little bit of DC inspiration for their next getaway.
We were supercised* to be involved from start to finish on this one and that we got to get our hands dirty with every element including:
- Activation ideation and set design
- Creative consulting
- Supplier and competition management
- Social photography
- Promotional and event staffing
*It’s DC slang – we aren’t joking when we say we get really involved and are thankful for this partnership with Destination DC and Polite Social.
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