Embed Size (px)
DESCRIPTION
Visited Sundance 2014 for a quick little vacation getaway. You can take the girl out of experience design, but you can't take the UX out of the girl. Ended up studying how the various brands (Chase, Acura, Eddie Bauer, Morningstar, Cannon) designed the attendee experience.
Citation preview
PR | BRAND EXPERIENCES
KARA DEFRIAS | @CALIFORNIAKARA
2014
SUNDANCE FILM FESTIVALPARK CITY, UTAH
CONFIDENTIAL
2
SUNDANCE 2014
BACKGROUND
- Founded by Robert Redford in 1978
- Highlights indie American films
- Anyone can attend
- Spread over 2 weeks, though all the celebs come the first weekend
- 50k people descend upon Park City, UT
- Brands buy sponsorship. Overtakespaces or entire stores.
Pics mine unless otherwise noted.
http://www.gonemovies.com/WWW/WanadooFilms/Western/ButchSundanceButch1.jpg
BRAND EXPERIENCES
2 PLACES TO BE SEEN: THEATRES AND MAIN STREET
BRAND EXPERIENCES
Here we are!
_ All about them
_ Cue jazz hands
_ Heavy brand presence:
brand + brand + brand
(Marcia, Marcia, Marcia!)
Oh hai, Sundance, how you doin’?
_ Integrated
_ Organic
_ Equal presence: brand + attendees + Sundance
BRANDS SHOWED UP 1 OF 2 WAYS
CONFIDENTIAL
5
HERE WE ARE!
ACURA
Location _Courtyard _Open to public
Schtick _Cars on display _Videos to watch
Other _Official Uber car
CONFIDENTIAL
6
HERE WE ARE!
EDDIEBAUER
Location _Store _Invite-only
Schtick _Gifting suite with product for VIPs _Premium open bar
Other _Non-VIPs scripted / still feel special
CONFIDENTIAL
7
HERE WE ARE!
MORNINGSTARVEGGIE FOODS
Location _Store _Open to public
Schtick _Free food _1 per wait in line
Other _Free BOGO coupon
CONFIDENTIAL
8
OH HAI, SUNDANCE…
CHASE SAPPHIRECARDLocation _Store _Open to public
Schtick _Highlighted local, small biz/ chef each day with tastings _Partner with Brita to give away water bottle
Other _Access to parties with credit card _Handout
CONFIDENTIAL
9
OH HAI, SUNDANCE…
CANON
Location _Bar _Invite-only (Producers, Directors, DPs)
Schtick _Cameras on display and you could play with _Videos to watch
Other _Panels with industry experts
TAKE ON THE ROLE OF SUPPORTING PLAYER, NOT THE STAR
BOTH HAVE THEIR PLACE, BUT WHEN IN DOUBT
…GIVE THE AUDIENCE A HINT OF A SCENE. NO
MORE THAN THAT. GIVE THEM TOO MUCH AND
THEY WON'T CONTRIBUTE ANYTHING
THEMSELVES. GIVE THEM JUST A SUGGESTION
AND YOU GET THEM WORKING WITH YOU.
THAT'S WHAT GIVES THE THEATER MEANING:
WHEN IT BECOMES A SOCIAL ACT.
—ORSON WELLES
“
”
FUN STUFF…THERE WERE MOVIES THERE, TOO!
BRAND EXPERIENCES…IMAGINE THE INTUIT EXPERIENCE
THANKS
FOR
LISTENING
