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For the first time, Mars Wrigley Confectionary wanted to bring more than one of their brands to the Vidcon show floor (they brought Dove in 2016). Having already secured floor spaces themselves, we came in to ideate and produce 4 different activations: M&Ms, Snickers, Twix and Dove.
M&Ms had an existing partnership with Incredibox, who created their “Create Your Own Beat” website, where you can put together drums, guitar, vocals, and other sounds to create your own song. Working with one of our go-to technology partners, we created a more physical and “live” version of this, where Vidcon attendees could touch one (or multiple) of 6 different stands which has an audio and video reactions, creating their own musical experience with their friends!
Dove was interested in promoting their “from bean to bar” campaign, showing off how transparent they are with what happens along the way of going from the farm to the grocery store. We created a Promises wall (Dove calls their chocolate candies “Promises”) - giving guests an opportunity to write their future promises, and created a hands-on timeline on how Dove goes from bean to bar.
Snickers had one of the most attended booths at Vidcon, where guests could choose from a number of different hunger symptoms and 10 different templates, and get them printed on a shirt they could take home! You’d be surprised how many people chose the symptom “Grumpy”, and placed it in a “I’m With ______” template, with an arrow pointing to their left or right.
Twix was an interesting brand to have on the floor, because they ended up sharing a wall with Snickers. The Twix brand wanted to focus all of their energy on the Twix Prom (more to come on this later), so we ideated and came up with the idea of doing an awesome social mosaic, playing off the Right Twix vs Left Twix campaign. Even though it was probably the brand that we spent the least amount of time working on, it was one of the most interacted with.
Twix partnered with Vidcon to sponsor the Prom that happens on the final night of Vidcon. The MARS team had us come up with the contesting (best gold and red dressed, best lipsyncing, and best dancer) and manage those experiences on site with the show and stage manager.
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PROJECT MANAGEMENT INCLUDED:
- Event Concept + Creative
- Event Staffing
- AV Management
- Union Labor House Management
- Load In/Out
- Show (Twix Prom) Management
- CLIENT CORRESPONDANCE