Studio
Where Vision Become Reality
Before Sparkhaus was a house of ideas, it was our Studio. A space where wonder & discernment helped build companies, platforms, and multi-million dollar outcomes. While our other rooms scale our ideas, the Studio exists to help our clients with theirs through product strategy, UX architecture, brand storytelling, and digital execution.
Super Fans Activated
As Linkin Park prepared to go on the road for the One More Light World Tour, they wanted to experiment with a new way of activating audience members at two events in particular; Jimmy Kimmel Live! on May 18th, 2017 and at The Chelsea on May 19th.
Unprecedented Surprise & Delight
By combining geofencing, social engagement, a giveaway lead magnet, and AI-powered lead enrichment, we converted leads and extended context for future engagements, resulting in 92.6% of the engaged fans visiting the landing page. Through AI enrichment, we developed a detailed analysis of each fan, which provided Linkin Park more context to understand who these fans were, beyond just a ticket number in an audience. Overall, 70% of the activated fans ultimately converted, which is a pretty rockin success in the world of audience activation!
Rewriting Aviation History
Red Bull has created an extreme lifestyle empire by hosting some of the most innovative and entertaining experiential marketing events ever attended. Flugtag is no exception as their extreme global flight competition. After hosting the event for 13 years, Red Bull knew there was untapped engagement opportunity with on-site fans, but needed to find the best way to activate them by developing a voting method for a Flugtag People's Choice Award that would blend both online and on-site engagement.
Really real-time audience engagement.
We went to work developing a solution for fans to vote for their favorite Flugtag teams online while incorporating on-site engagement. Hashtags are great, if people use them, but Red Bull needed a more complete representation of fan activity.
The solution was a custom dashboard that pull in real-time voting results and fan-generated content. Red Bull was able to stream the content on social displays throughout the venue, encouraging fans on-site to vote and share. Red Bull ultimatley captured thousands of location-enabled posts shared by over 1,500 fans at the event. For the first time ever, Red Bull was about to accurately evaluate the true reach from on-site social sharing, with no hashtags.
Not Your Average Battle
The Goal: The best of the best.
After the success of Red Bull Flugtag, Red Bull wanted to create another custom solution to engage on-site fans using social media for Culture Clash, comprised of four stages, each representing a different genres of live music. Red Bull wanted to translate the unique Culture Clash experience online and also encourage fans to vote for who would be the Red Bull Culture Clash winner.
No time for performance anxiety.
Understanding this experience was going to have a lot more people enaged, given the celebrities and influencers involved in the event, we developed a platform designed to track the social media posts, engage influencers, and track the real-time voting results during the event. This information was then streamed to screens at the event, encouraging the 1,170+ fans to amplify the experience.
Culture Clash was a hit with total social media reaching 13 million+ users from over 2,300 posts shared during the event. The total number of followers for Culture Clash was almost 4x the number for Flugtag, and the total reach was almost 3x, demonstrating the impact just one or two key influencers can have on the social presence for an event.
Amplified Audience Sharing
Jimmy Kimmel was bringing his show back to Brooklyn for four days and wanted a central hub where fans could share their experiences, content that could fuel future marketing while giving attendees a place to relive the excitement long after the shows ended.
Centralized Sharing and Fun
We geofenced the Jimmy Kimmel Live! Back to Brooklyn venue and embedded a branded social visualization on a dedicated Tumblr page. Once the framework was in place, we watched real-time content magically flow through.
From October 19th-23rd, we captured thousands of posts shared by audience members during the shows. The Tumblr page became the perfect aggregation point, giving Jimmy Kimmel's team a wealth of authentic content for future marketing while creating an engaging destination for fans to explore and share their favorite moments from the event.
Game Day Influence
AT&T needed to pack stadiums and energize students for the upcoming SEC Nation College Game Day tour. Traditional promotional methods weren't delivering the turnout they hoped for, so they needed an innovative way to reach a large audience quickly.
Micro-influencer takeover.
By activating micro-influencers at each campus 30 days before the tour arrived, we were able to generated authentic social buzz around the events, creating organic excitement that traditional marketing couldn't match.
By leveraging students who already had campus influence, we reached more people through channels they actually trusted. The campaign increased attendance by 87% over the previous year, a clear touchdown for AT&T and the SEC.