Guild created an analog pop-up experience for American Greetings at South By Southwest Interactive to stand out from the tech-focused event. The experience included stations for creating stitched selfies, coloring with shredded greeting cards, sampling vinyl records, making analog gifs in a photo booth, and sending handmade greeting cards and letters via a makeshift post office. The activation generated significant social media buzz and positive press coverage, cementing it as a successful disruption at the festival.

1. CONNECTINFOWORK
#ANALOG
AMERICAN GREETINGS

2. Tasked with the role of creating a buzzworthy
experience that would disrupt the oversaturated
tech market of South By Southwest Interactive,
Guild worked with ad agency, Mullen Lowe, to
fully program and execute the American
Greetings #ANALOG activation. Guild created a
pop-up environment that held various analog
experiences for consumer interaction, which
included “stitched selfies” from Michael-Birch
Pierce, a coloring wall constructed using 2500
shredded greeting cards featuring prolific street
artist, Kelsey Montague, and multiple stations
for sampling classic vinyl records. Other analog
experiences included a Guild designed and
programmed photo booth for creating analog
gifs using a printed flipbook method and a
makeshift post office for mailing custom
greeting cards designed in real-time by
American Greetings’ artists and meaningful
letters created using typewriters. The overall
experience created significant buzz during
SXSWi via social media and word of mouth

3. while earned media coverage from Adweek,
Fast Company, CNBC and many others,
cemented the entire experience as a major
success during the festival.

8. BRAND
American Greetings
DISCIPLINE
Event Activation, Event Design, Creative Code, PR
PROJECT
#ANALOG
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