They leave an impression that lasts well into the consumer decision journey, prompting your target to search for more info online, tell a friend and even buy your brand at retail.
Brands like The Atlantic are incorporating live experiences as part of their annual marketing plans. Bob Cohn, COO and co-president of The Atlantic says of their New York Ideas festival:
Over here at Mole Street, we know personally how unique event productions can result in amazing returns. Let’s go back in time for an example:
It’s September 2015 and The City of Philadelphia Mural Arts Program is getting ready to launch a 40-piece art installation by 14 international artists including Shephard Fairey. Mural Arts hired Mole Street to create an opening party that would position Open Source as a must-see for all Philadelphians with a passion for art, culture and activism. We started by booking a well-known national act, Ernest Greene of Washed Out.
We hosted the Open Source Opening Party at The Bok School—a former vocational high school built in 1938 and transformed the first floor into an art prom with an exclusive cocktail hour for Mural Arts’ dedicated supporters and VIPS. An electric dance party ensued in the high school gym as live art was created by 5 visual artists positioned throughout the space.
To market the experience, we designed and executed a social media campaign which highlighted the DJ set by Washed Out and the unique space at the Bok School. Onsite we supported the campaign by utilizing an Instagram hashtag printer which allowed attendees to post and print photos from the event using the unique event hashtag #opensourcePHL.