Case Study
UNFORGETTABLE EVENT MOMENTS Eventique Brings the ‘Wow’ Factor
I magine you’re driving to work one day in the gridlock of New York City traffic when you see it: A movie theater screen-sized projection of a book cover splashed across the side of the New York Public Library building. It’s being beamed from a van crawling past the gray stone facade even more slowly than you are. Within a few minutes, the image winks out and disappears.
strategically planned, inspiring, and a seamless part of the story being told. As he put it elsewhere in this newsletter, “A well- executed spectacle provides more than just a ‘wow’ factor. It leads the audience through the first step of a journey the brand wants them to continue.”
Eric explains that this approach is more important now than ever.
“We have content thrown in our faces constantly by social media and television, so it’s always a challenge to make a memorable impression with an attendee at an event. Sometimes you can achieve that through a really powerful story. Other times, it takes a larger-than-life moment at the event to bring out a ‘wow’ factor.
Would you remember the cover art?
What about the name of the book?
And more importantly, would you tell your coworkers about it when you got to the office? Those are the questions Eventique’s event coordinators were asking when they planned this guerilla marketing tactic to promote the work of an up-and-coming author. The van patrolled up and down the city beaming the book cover onto iconic buildings. It was an eye-catching sight — and created much more buzz than a press release. Eventique is known for this type of well-thought-out spectacle — what Liron David and his team call “the glitter” that makes their events shine. “When you’re planning an event, ‘Go big or go home’ can be a relevant statement. You have to make an impression. When we’re given a challenging environment, Eventique loves to embrace those challenges and figure out a way to make an impact,” says Eventique VP of Creative and Strategy Eric Wielander.
To Liron, a successful spectacle is more than a simple confetti explosion or a one-off fire eater. It has to be meaningful,
1
Made with FlippingBook Ebook Creator