Successful Meetings - December 2008 - (Page 26)

Sales & Marketing > Deep Impact meet up with a friend named Susan in Starbucks, a part played Unilever sent their by a PTTR actress. The teams marketing team to then visited Sarah’s MySpace N.Y.C. and immersed page to learn her likes and disthem into a modern city girl’s life likes, and then perused Match.com to find her a date for the party. The teams were ultimately directed to travel to Times Square to shoot a YouTube video of them singing “Happy Birthday” to Sarah. “It was a combination of throwing them into these technologies, getting them on YouTube and Facebook and MySpace, and after two hours, we brought them back and did the debriefing,” Givner says. “I was sitting there cracking up because they really felt like they got to know a fictional character. I mean—we made this person up! And [the attendees] really walked out of the event feeling like they got an insight into women in their 20s in urban America and the different types of nontraditional media and technologies that they use. It was very different than sitting through a PowerPoint.” The event was so successful, Givner says, that the marketing team adopted the idea and much of the story line a year later when they launched a campaign of “Webisodes” featuring Alicia Keys to promote Dove products. “The proof is in the pudding,” Givner says. “The program was impactful and was instrumental. It’s one thing to show a new Range Rover product launch that would be distinct from someone how something works, and it’s another to show them what other car companies were doing, and to keep the brand how the buyer or consumer will actually use [a new technoloon the radar screen of its target high-end customers. CCW gy] in the real world.” arranged “adrenaline adventures” for likely Range Rover customers at six different high-end resorts around the country, LIVING THE LIFE including properties in Montauk, NY; Sea Island, GA; Kohler, Immersion events go beyond crafting an event around a prodWI; and Dallas. uct and take attendees deeper into the lifestyle of the customer, “These were one-on-one immersive experiences; two- to says Jennifer Gerich, founding partner of Los Angeles-based two-and-a-half-hour experiences,” says CCW Director of event production company Campos Creative Works (CCW). Strategic Development Jennifer Beindorf. “There were offCCW has designed high-impact events for clients including road courses, and attendees hung out at the resorts and did Land Rover, Microsoft, and Toyota. various lifestyle experiences like culinary adventures, orchid For a Land Rover event in 2003, CCW was asked to design care, falconry, and skeet shooting with rare rifles.” 26 successfulmeetings.com DECEMBER 2008 SUCCESSFUL MEETINGS http://www.Match.com http://www.successfulmeetings.com

Table of Contents Feed for the Digital Edition of Successful Meetings - December 2008

Successful Meetings - December 2008 Contents Editor's Note Corporate Events On the Record Calendar Research Planner Spotlight Personal Success Technology Talk Food & Beverage Professional Development Quick Tip Tools of the Trade On Site: Retire Those Tired Power-Point Slides On Site: 12 Tips for Thriving on a South African Safari Deep Impact Recession-Friendly Speakers Showing Off Hawaii Insert Places & Spaces Mississippi Gulf Coast Fort Worth South Florida Beijing Gurus

Successful Meetings - December 2008

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