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SMCKC April Breakfast - Apps & Taps: Amping Event-based Brand Engagement

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John Kreicbergs, the marketing co-chair for Kansas City’s annual Boulevardia festival (2017 #AMPSKC Legacy Award/Best in Show winner), app development general manager for Propaganda3 and one of the co-founders of the event-based technology platform AppTapp, as he highlights:

The dos and don’ts of digital brand engagement for festivals, from social to email, apps to experiential digital activities and more.

How principles of gamification and game design can be applied to festivals.

How sponsor/brand involvement and activation at festivals is quickly evolving…and booming!

Published in: Social Media
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SMCKC April Breakfast - Apps & Taps: Amping Event-based Brand Engagement

  1. 1. APPS & TAPS Amping Event-based Brand Engagement with Digital Apps
 
 
 John Kreicbergs
 Marketing Co-chair, Boulevardia
 General Manager, Propaganda3 
 Co-Founder, AppTapp

  2. 2. Let’s get social. John Kreicbergs
 @patchchord // johnk@propaganda3.com Boulevardia
 @blvdia Propaganda3
 @propaganda3 AppTapp
 @apptappco
  3. 3. The premier event technology platform for amplifying 
 guest engagement, interaction and experience 
 at festivals, events, venues and destinations.
  4. 4. Current Clients
  5. 5. October 2013 After 24 years of operation and private ownership, 
 Boulevard Brewing Company was sold to Duvel Moortgat.
  6. 6. Founded: 1871 
 Location: Breendonk, Belgium
 Annual production: 700,000 barrels
 Employees: 900 Founded: 1989 
 Location: Kansas City, Missouri
 Annual production: 185,000 barrels
 Employees: 125
  7. 7. Feature the brand as an experience. What does it stand for? How does it embrace Kansas City in a new way? How does it bring Kansas City to life in a new way? How do we energize the brand and fans around things both find important?
  8. 8. What if Boulevard were a destination?
  9. 9. ? BOULEVARDIA, LLC
 [a 501c3] Community
 Partners Volunteers Sponsors Location It takes a village to build a nation.
  10. 10. We now live in an experience economy. Since 1987, consumer spending on live experiences and events has increased by 70% relative to total U.S. consumer spending.
  11. 11. Evolution, not revolution. Commodity
 undifferentiated
 products Goods
 distinctive
 things Service
 activities
 performed Experience
 feelings
 imparted Source: Pine, B. Joseph II and Gilmore, James, The Experience Economy, Harvard Business School Press, April 1, 1999.
  12. 12. Festivals VenuesEvents Destinations
  13. 13. Millennials now command over $1 trillion in spending.
 Source: U.S. Department of Commerce, Bureau of Economic Analysis
  14. 14. • Eight in 10 millennials (82%) attended live experiences in the last year and 72% say they want to increase spending on experiences rather than physical things. • Nearly 8 in 10 (77%) millennials say some of their best memories are from live experiences and 69% believe these experiences make them more connected to other people, their community and the world. • Nearly 8 in 10 millennials (78%) would choose to spend money on a desirable experience rather than a desirable product. Source: “How Millennials Are Changing the Face of Marketing Forever,” Boston Consulting Group; January, 2014. The Experience Economy at Work
  15. 15. • “Baby Boomers actually go to more live shows each year than millennials — an average of 3.8 versus 3.6. In the coming years, music festivals could become a family affair.” • “By featuring lineups with equal parts modern chart-toppers and classic legends, and offering more VIP and premium experiences that appeal to different generations, festivals can expand their audience.” • “Live music will be more about your event’s experience than its lineup: the inclusion of other forms of art or culture, new ways to interact, creative activations with technology.” Source: “The Future of Live Music,” Eventbrite; February, 2016. The Experience Economy at Work
  16. 16. Sponsorships for festivals, tours and venues totaled
 more than $1.4 billion in 2016 as brands sought to become memorable parts of these events.
 Source: IEG Sponsorship Report (sponsorship.com), September 2016.
  17. 17. We’re not talking posters and personal selling per se. This method of advertising comes in the form of experience.
 Source: “Marketing at Music Festivals: Playing to the Millennial Crowd,” Jeff Fromm, MillennialMarketing.com.
  18. 18. Nearly 54% of festival goers view a brand more favorably if they sponsor a music fest…higher if they offer product giveaways.
 Source: “Music 360 Report,” Nielsen, 2016.
  19. 19. The new expectation: brand experiences that connect and are connected. Websites Mobile Apps On-site Activations GamificationEmail Social Media
  20. 20. The race is on. The winners will be the experiences that create opportunities for meaningful connections and maximize sponsor investment through subtle yet memorable brand activations.
  21. 21. This is not a marketing plan.
  22. 22. The Components of a Game Mechanics
 The rules of 
 the system. Dynamics
 How actors behave in the system. Aesthetics
 The emotional output of the system. DESIGNERS PLAYERS
  23. 23. MECHANICS: The Rules of the System
  24. 24. MECHANICS: The Rules of the System
  25. 25. MECHANICS: The Rules of the System
  26. 26. MECHANICS: The Rules of the System
  27. 27. ♣ Killers
 Prefer to impose their will on other players. As “mother hen” or “heckler,” they seek to dominate. ♥ Socializers
 Crave interaction. They naturally collaborate, willing to forego the win for social currency and status. ♠ Explorers
 Want to “solve” the system. Often seen as collectors or completionists, they want to experience everything. ♦ Achievers
 Desire success. Most driven to “win,” which can be both the intrinsic goals of the game or self-defined goals. DYNAMICS: How Actors Behave in the System Players Acting Upon World Interacting WithSOURCE: “Hearts, Clubs, Diamonds, Spades: Players Who suit MUDs", Richard Bartle (1996)
  28. 28. ♣ Killers
 Implicit: Griefers
 Explicit: Politicians ♥ Socializers
 Implicit: Friends
 Explicit: Networkers ♠ Explorers
 Implicit: Hacker
 Explicit: Scientist ♦ Achievers
 Implicit: Opportunist
 Explicit: Planner Players Acting Upon World Interacting With DYNAMICS: How Actors Behave in the System SOURCE: “Hearts, Clubs, Diamonds, Spades: Players Who suit MUDs", Richard Bartle (1996)
  29. 29. The Components of a Game Mechanics
 The rules of 
 the system. Dynamics
 How actors behave in the system. Aesthetics
 The emotional output of the system. DESIGNERS PLAYERS
  30. 30. Sponsor Activation:
 “Advertising in the form of experience.”
  31. 31. BLVDIA Treasure Hunt Mechanics
  32. 32. BLVDIA Treasure Hunt Mechanics
  33. 33. BLVDIA Treasure Hunt Mechanics FRIDAY 1500 total points possible 15 Bluetooth beacon/“Find Me”-based tasks 13 Photo share-based tasks 15 Trivia-based tasks 520 total registrants Average score of ~290 points SATURDAY 1880 total points possible 15 Bluetooth beacon/“Find Me”-based tasks 25 Photo share-based tasks 13 Trivia-based tasks 1,002 total registrants Average score of ~380 points SUNDAY 1580 total points possible 15 Bluetooth beacon/“Find Me”-based tasks 16 Photo share-based tasks 14 Trivia-based tasks 272 total registrants Average score of ~330 points
  34. 34. BLVDIA Treasure Hunt Mechanics 800+ Points Earned Friday & Saturday: Entered into drawing for access to exclusive on-site afterparty for 250 guests Sunday: Entered into drawing for Ultimate Boulevardia ticket package for two for 2017. 500-800 Points Earned Entered into drawings for all prizes below… $250 Cash from CommunityAmerica Credit Union Free Bacon for a Year from Farmland Free Brats for a Year from Farmland Elite Event Prize Package for 2 from Yelp New Samsung 32" LED Smart HDTV from CNET 4 tix to Sporting KC match from Central States Beverage 6 tix to Starlight Theatre from Central States Beverage 2 tix + VIP passes for The Wombats from Central States Beverage 4 tix for Dashboard Confessional/Taking Back Sunday from Central States Beverage Free Burritos for a Year from Qdoba New MiniMax from Big Green Egg Custom BBQ Grill Set from Big Green Egg 2 tix to Buzz Beach Ball from 96.5 The Buzz Taste Matters® Gift Steak Combo (4 bacon-wrapped filets/4 KC strips) from The Kansas City Steak Company 18th & Vine Duo Steak Combo (6 KC strips/8 classic steakburgers) from Kansas City Steak Company Signed team picture from Sporting Kansas City Boulevard diamond logo neon sign from Boulevard Brewing Bags game from Boulevard Brewing “Party at Home” certificate from Boulevard Brewing $50 Gift Shop Gift Card from Boulevard Brewing 200-500 Points Earned Instant on-site redemption available for… CommunityAmerica water bottles CommunityAmerica cooling wraps CommunityAmerica sunglasses KCP&L Clean Charge Network bottle koozies Kansas City Steak Company spice shakers Kansas City Steak Company steak sauce Big Green Egg t-shirts Big Green Egg koozies Big Green Egg bottle openers Farmland Bacon Club sunglasses VisitKC Luggage Tags Central States Beverage stickers Central States Beverage key chains Central States Beverage bar blades Central States Beverage hats KCMO Water Services pint glasses Sporting KC keychain bottle openers Sporting KC slap koozies
  35. 35. BLVDIA Treasure Hunt Mechanics
  36. 36. BLVDIA Treasure Hunt Mechanics
  37. 37. BLVDIA Treasure Hunt Mechanics
  38. 38. Length: 2.80”
 Width:2.75”
 Depth:1.20” Commercial Beacon Hardware 15 14 13 12 11 10 98 7 6 5 1 2 3 4 Roving Beacons
  39. 39. More Data FRIDAY SATURDAY SUNDAY TOTAL Farmland Bacon Club 217 386 88 691 Duvel Experience 172 305 70 547 KCPL Clean Charge Network Power-Up Arcade 106 189 43 338 Makers Market 176 314 72 562 Greenville 167 297 68 531 Sporting KC Victory Project 149 266 61 476 BLVDIA Passport Office 123 218 50 391 Red Awning Token Booth 131 232 53 416 QDOBA Lounge 146 260 59 465 CNET Lounge 138 245 56 439 Treasure Hunt Redemption Center 133 236 54 422 Ferris Wheel 171 305 70 546 Backpack Beacon #1 (Red Rover) 47 84 19 151 Backpack Beacon #2 (Gone Walkabout) 58 103 24 185 Backpack Beacon #3 (FeetDon’t Fail Me Now) 66 117 27 210
  40. 40. Participation • 1,974 app users registered for the Treasure Hunt. • That was 27% of our entire app install base. • Collectively, they earned over 700,000 points. • They created 6,370 total hunt-based check-ins.
  41. 41. The “Disney Way” and “Magical Moments.”
  42. 42. Thank you. John Kreicbergs
 @patchchord // johnk@propaganda3.com Boulevardia
 @blvdia Propaganda3
 @propaganda3 AppTapp
 @apptappco

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