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1
“WEAR” IS THE ENGAGEMENT?!
LEVERAGING SOCIAL MEDIA, NFC AND WEARABLE
TECHNOLOGY AT YOUR NEXT EVENT
2
CLARA DE SOTO
CO-FOUNDER, CREATIVE DIRECTOR
@CLEARHARTNY #TECHSYTALK
WWW.VIMEO.COM/CLEARHART
CLEARHART IS AN INNOVATION AGENCY THAT
SPECIALIZES IN BRIDGING ONLINE TO OFFLINE.
3
4
5
6
7
C8
8
@CLEARHARTNY #TECHSYTALK
OUTSIDELANDS
MUSIC FESTIVAL
MANHATTAN
COCKTAIL CLASSIC
SOUTH BEACH
WINE & FOOD FESTIVAL
9
65,000 attendees | 1,017 acres | 8 towers | 3 days
@CLEARHARTNY #TECHSYTALK 1: PROBLEM/SOLUTION
+ Client: Esurance
+ Event: Outside Lands Music Festival
+ Location: Golden Gate Park, San Francisco, CA
+ Date: August 9t...
11
The Insider Band lets Outside Lands Music and Arts Festival attendees stay connected, save
memories, and even win prize...
12
@CLEARHARTNY #TECHSYTALK
+ AUGMENTED SOCIAL
ECHO
+ DEEPER CONNECTION
WITH INFLUENCER
AUDIENCE
SPONSOR SOLUTION
+ INCREA...
BUZZ
July 1st - August 8th August 12st - 20th
of insider band
users retrieved their
memory
bank
66%
!
Posse members
in tot...
PRESS MENTIONS
14
C15
#INSIDERBAND
15
16
10,000 attendees | 200 tasting tables | 4 events| 1 tent
@CLEARHARTNY #TECHSYTALK 1: PROBLEM/SOLUTION
C17
+ Client: Esurance
+ Event: South Beach Wine and Food Festival
+ Location: North Venue, Miami Beach, FL
+ Date: Februa...
C18
The SavorBand is WEARABLE TECH that lets attendees track and SAVE THEIR UNIQUE
EXPERIENCE at the Food Network South Be...
19
@CLEARHARTNY #TECHSYTALK
+ TANGIBLE
ENHANCEMENT
+ DEEPER
CONNECTION WITH
INFLUENCER
AUDIENCE
SPONSOR
SOLUTION
+ INCREAS...
BUZZ
of savor band users
retrieved their
memory
bank
31%
media impressions
1,341,879
ENGAGE RE-ENGAGE
3,355 PAGE VIEWS wit...
C21
NOTABLE PRESS MENTIONS
21
C22“This year, we’re excited to work with our new partners at Esurance to utilize NFC technology at our North Venue events...
C23
23
4,000 attendees | 60 Cocktail bars | 3 floors | 4 hours
@CLEARHARTNY #TECHSYTALK 1: PROBLEM/SOLUTION
C24
+ Client: Manhattan Cocktail Classic
+ Event: Black-Tie Opening Night Gala
+ Location: New York Public Library 5th Ave...
With over 60 brands pouring nearly 40,000 cocktails throughout The New York Public Library’s 4
floors, there’s a lot to kee...
26
@CLEARHARTNY #TECHSYTALK
+ QUANTIFIABLE
RESULTS
+ DEEPER CONNECTION
WITH INFLUENCER
AUDIENCE
SPONSOR SOLUTION
+ INCREAS...
BUZZ
of attendees open
their personalized
email after the
event
43%
social impressions on
Facebook and Twitter
1,101,000
E...
C28
NOTABLE PRESS MENTIONS
28
which snowballed
into this...
In the words of Charlotte Voisey, William Grant & Sons
Mixologist and Brand Ambassador,
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
...
#clASSICBAND
30
31
HUMAN BEHAVIOR SHOULD
DICTATE TECHNOLOGY,
NOT THE OTHER WAY AROUND
2: CUSTOMIZABLE@CLEARHARTNY #TECHSYTALK
32
4: SUMMARY
BENEFITS
CREATES A QUANTIFIABLE LAYER OF MEASUREMENT TO OFFLINE
ENGAGEMENT AND YIELDS VALUABLE ATTENDEE INSI...
C33
DEEPER CONNECTION THAT LASTS BEYOND THE EVENT
33
3: OPPORTUNITY
@CLEARHARTNY #TECHSYTALK 4: SUMMARY4: SUMMARY
C34
$1B Investment
@CLEARHARTNY #TECHSYTALK 4: SUMMARY
35
let's make the future!
GRACIAS THANK YOU
© 2014 CLEARHART. ALL PLANS, COPY, IDEAS, ART, LAYOUTS AND OTHER RECOMMENDATIONS MADE BY CLEARHART AND F...
37
MAKE BREAKUPS SUCK LESS
@CLEARHARTNY #TECHSYTALK
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“Wear” is the Engagement?! Leveraging Social Media, NFC and Wearable Technology at Your Next Event

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“Wear” is the Engagement?! Leveraging Social Media, NFC and Wearable Technology at Your Next Event
Clara de Soto (Clearhart Digital)
http://www.clearhartny.com/

Are you struggling to keep your attendees engaged at your events? What if you could use social media, NFC and other wearable technology to keep your attendee’s attention and get them to interact with each other and your event more? Clara de Soto is here to share several major events they’ve worked on at Clearhart Digital where they used these technologies successfully – giving you all the tools you need to master them for your next event.

Published in: Technology
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“Wear” is the Engagement?! Leveraging Social Media, NFC and Wearable Technology at Your Next Event

  1. 1. 1 “WEAR” IS THE ENGAGEMENT?! LEVERAGING SOCIAL MEDIA, NFC AND WEARABLE TECHNOLOGY AT YOUR NEXT EVENT
  2. 2. 2 CLARA DE SOTO CO-FOUNDER, CREATIVE DIRECTOR @CLEARHARTNY #TECHSYTALK WWW.VIMEO.COM/CLEARHART
  3. 3. CLEARHART IS AN INNOVATION AGENCY THAT SPECIALIZES IN BRIDGING ONLINE TO OFFLINE. 3
  4. 4. 4
  5. 5. 5
  6. 6. 6
  7. 7. 7
  8. 8. C8 8 @CLEARHARTNY #TECHSYTALK OUTSIDELANDS MUSIC FESTIVAL MANHATTAN COCKTAIL CLASSIC SOUTH BEACH WINE & FOOD FESTIVAL
  9. 9. 9 65,000 attendees | 1,017 acres | 8 towers | 3 days @CLEARHARTNY #TECHSYTALK 1: PROBLEM/SOLUTION
  10. 10. + Client: Esurance + Event: Outside Lands Music Festival + Location: Golden Gate Park, San Francisco, CA + Date: August 9th - 11th, 2012 ACTIVATION DETAILS 10
  11. 11. 11 The Insider Band lets Outside Lands Music and Arts Festival attendees stay connected, save memories, and even win prizes, all with the tap of the wrist. Only AVAILABLE TO 10,000 OF THE FESTIVAL’S 75,000-A-DAY AUDIENCE, the insider band is the future of concerts. ! Uniquely connected to each attendee and their Facebook profile, the insider bands allows festival- goers to tap specially marked towers around the festival to take and UPLOAD PHOTOS, SAVE MEMORIES LIKE MUSIC SET LISTS, AND REMEMBER breweries and wineries they tried from Outside Lands’s famous Beer and Wine Lands. Most importantly, users can check in at different stages and landmarks, see where their friends are checked in, and SEND MESSAGES to their network. ! When it’s all over, users can relive their favorite moments by accessing an online memory bank full of photos, music, and cool stuff they did during their epic weekend at Outside Lands. 11
  12. 12. 12 @CLEARHARTNY #TECHSYTALK + AUGMENTED SOCIAL ECHO + DEEPER CONNECTION WITH INFLUENCER AUDIENCE SPONSOR SOLUTION + INCREASED REACH + NEW SPONSORSHIP + BEHAVIORAL INSIGHTS EVENT SOLUTION + LOST FRIENDS + PHONES DON’T WORK WELL ATTENDEE PROBLEM: 1: PROBLEM/SOLUTION
  13. 13. BUZZ July 1st - August 8th August 12st - 20th of insider band users retrieved their memory bank 66% ! Posse members in total were invited 14,478 Tower Sessions 18,604 Beer/Wine Lands Taps 11,149 ENGAGE RE-ENGAGE August 8th - 10th Registered Users via Facebook 8,060 45,000 PAGE VIEWS 1,857,000 SOCIAL IMPRESSIONS 13 sessions/ taps per minute 18sessions/ taps per person 9 10,000 sessions/taps per day 11,548 PAGE VIEWS with users consuming AVG. 5.1 Pages/Session
  14. 14. PRESS MENTIONS 14
  15. 15. C15 #INSIDERBAND 15
  16. 16. 16 10,000 attendees | 200 tasting tables | 4 events| 1 tent @CLEARHARTNY #TECHSYTALK 1: PROBLEM/SOLUTION
  17. 17. C17 + Client: Esurance + Event: South Beach Wine and Food Festival + Location: North Venue, Miami Beach, FL + Date: February 20th - 23rd, 2014 ACTIVATION DETAILS 17
  18. 18. C18 The SavorBand is WEARABLE TECH that lets attendees track and SAVE THEIR UNIQUE EXPERIENCE at the Food Network South Beach Wine & Food Festival. A national, star- studded, four-day destination event showcasing the talents of the world’s most renowned wine and spirits producers, chefs and culinary personalities, now DIGITALLY CAPTURED WITH THE TAP OF YOUR WRIST. Attendees simply tap this NFC-enabled wristband at specially marked readers next to whatever they try to store and instantly rate all of their culinary memories. After the event, attendees use the unique 2-word code embedded on their SavorBand to access their experience at www.esurance.com/savorband. ! FOR THE FIRST TIME EVER, SOBEWFF IS AVAILABLE TO-GO. 18
  19. 19. 19 @CLEARHARTNY #TECHSYTALK + TANGIBLE ENHANCEMENT + DEEPER CONNECTION WITH INFLUENCER AUDIENCE SPONSOR SOLUTION + INCREASING VALUE BEYOND EVENT + PRIZING OPPORTUNITIES ATTENDEE SOLUTION + LOW IMPRESSIONS BEYOND THE TENTS + HUGE MISSED CONTENT OPPORTUNITY EVENT PROBLEM: 1: PROBLEM/SOLUTION
  20. 20. BUZZ of savor band users retrieved their memory bank 31% media impressions 1,341,879 ENGAGE RE-ENGAGE 3,355 PAGE VIEWS with users consuming AVG. 4.71 Pages/Session 20 sessions/ taps per minute 14sessions/ taps per person 4 3,043 sessions/taps per day Taps at Food and Sponsor Stations 12,214 Foods Rated on- site 4,689 February 21st - March 1st, 2014 February 20th - 23rd, 2014
  21. 21. C21 NOTABLE PRESS MENTIONS 21
  22. 22. C22“This year, we’re excited to work with our new partners at Esurance to utilize NFC technology at our North Venue events.” - Lee Schrager (Interview on the District) #SAVORBAND 22
  23. 23. C23 23 4,000 attendees | 60 Cocktail bars | 3 floors | 4 hours @CLEARHARTNY #TECHSYTALK 1: PROBLEM/SOLUTION
  24. 24. C24 + Client: Manhattan Cocktail Classic + Event: Black-Tie Opening Night Gala + Location: New York Public Library 5th Ave. + Date: May 11th, 2012 ACTIVATION DETAILS 24
  25. 25. With over 60 brands pouring nearly 40,000 cocktails throughout The New York Public Library’s 4 floors, there’s a lot to keep track of at the Manhattan Cocktail Classic opening night Gala. ! So the Classic tapped ClearHart Digital for a way to do just that, which they delivered in the form of Near Field Communications (NFC). Equipping over 3000 of NYC's most distinguished with an NFC-enabled bracelet, each attendee now had the ability to TRACK EVERY DRINK THEY TRIED. After registering, an attendee could simply tap their bracelet on the NFC reader atop each speciality cocktail bar, storing that drink recipe in their Digital Goodie Bag. The following Monday (when headaches had subsided), Tasting Table sent each registrant a PERSONALIZED EMAIL WITH THEIR TRACKED RECIPES. ! To maximize drinks –not phones– in hands, attendees could also LINK THEIR FACEBOOK AND TWITTER accounts to their unique bracelets. Not to broadcast imbibing, of course, but to instantly upload pictures from photo booths; auto-check-in on Facebook Places; even Tweet Flavorpill- curated booze-inspired quotes by famous authors – all with a simple tap of the wrist on specially marked readers. 25
  26. 26. 26 @CLEARHARTNY #TECHSYTALK + QUANTIFIABLE RESULTS + DEEPER CONNECTION WITH INFLUENCER AUDIENCE SPONSOR SOLUTION + INCREASING VALUE BEYOND EVENT + PRIZING OPPORTUNITIES ATTENDEE SOLUTION + NO MEASURABLE ROI + LOW SOCIAL ENGAGEMENT + REACH EVENT PROBLEM: 1: PROBLEM/SOLUTION
  27. 27. BUZZ of attendees open their personalized email after the event 43% social impressions on Facebook and Twitter 1,101,000 ENGAGE RE-ENGAGE 27 taps per minute 33 taps per person 7 Taps at Drink and Sponsor Stations 7,983 Social Taps to Check-in on FB and Upload a Picture 798 of Participants Connected via Facebook 90%
  28. 28. C28 NOTABLE PRESS MENTIONS 28 which snowballed into this...
  29. 29. In the words of Charlotte Voisey, William Grant & Sons Mixologist and Brand Ambassador, ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! “It really kicks up what we’re able to do from a brand point of view. When you look at this event from a business side, setting aside the glamour of the cocktails for a moment, it’s just a really smart, really intelligent way to really amp up the return on investment, quite simply, that we get as a brand.” 29
  30. 30. #clASSICBAND 30
  31. 31. 31 HUMAN BEHAVIOR SHOULD DICTATE TECHNOLOGY, NOT THE OTHER WAY AROUND 2: CUSTOMIZABLE@CLEARHARTNY #TECHSYTALK
  32. 32. 32 4: SUMMARY BENEFITS CREATES A QUANTIFIABLE LAYER OF MEASUREMENT TO OFFLINE ENGAGEMENT AND YIELDS VALUABLE ATTENDEE INSIGHTS VOLUNTARY RE-ENGAGEMENT OFFSITE DOES NOT VIOLATE USER TRUST LIKE OTHER DATA MINING TECH PLATFORMS RE-ENGAGEMENT EXPERIENCE PROMOTES AND DRIVES TRAFFIC TO OTHER EVENT RELATED MEDIA PROPERTIES THAT WOULD OTHERWISE COST MONEY TECHNOLOGY IS HIGHLY CUSTOMIZABLE AND ADAPTABLE TO MULTIPLE SPONSORS AND ACTIVATIONS IN REAL-TIME CREEPYX @CLEARHARTNY #TECHSYTALK
  33. 33. C33 DEEPER CONNECTION THAT LASTS BEYOND THE EVENT 33 3: OPPORTUNITY @CLEARHARTNY #TECHSYTALK 4: SUMMARY4: SUMMARY
  34. 34. C34 $1B Investment @CLEARHARTNY #TECHSYTALK 4: SUMMARY
  35. 35. 35 let's make the future!
  36. 36. GRACIAS THANK YOU © 2014 CLEARHART. ALL PLANS, COPY, IDEAS, ART, LAYOUTS AND OTHER RECOMMENDATIONS MADE BY CLEARHART AND FRIENDS ARE FOR PRESENTATION PURPOSES AND REMAIN THE PROPERTY OF CLEARHART UNTIL SUCH TIME AS THE PROJECT IS COMMISSIONED. ANY UNAUTHORIZED USE OF THESE PLANS, COPY, IDEAS, ART, LAYOUTS AND OTHER RECOMMENDATIONS IS EXPRESSLY PROHIBITED.
  37. 37. 37 MAKE BREAKUPS SUCK LESS @CLEARHARTNY #TECHSYTALK

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