Experiential marketing agency, Bee, wanted a partner capable of driving social media buzz for a series of brand activations for their client, Mars M&M's.
Bee created an engaging sampling experience at University Fresher's Fairs, called #mostinamin. This was a fun contest in which students were challenged to see how many M&M's they could suck up with a straw and drop in a cup in one minute, with the results being updated live on a 'Top Gear' style leaderboard.
M&M's costumed characters were also in attendance at the event, to increase engagement.
Bee were looking for ways to showcase social media activity around the event as well as encouraging social shares, Curation Wall were engaged to develop this element of the campaign.
Moderation of social shares was also stated as an important factor, as the agency couldn’t risk inappropriate social media shares appearing on the Mars campaign microsite.
The experiential campaign was fast-paced, with university students queuing up to take part in the #mostinamin contest. Staff wouldn't have long to take the photo of participants, gather their information in forms (for use in the contest as well as re-marketing for Mars) all the while engaging with students taking part in the contest, as well as those in the surrounding crowd.
Another challenge was encouraging students to take the time to share photos of the event to their social media accounts, especially during a busy fresher's fair event. It was important to make this as easy as possible for the students, to maximise shares.
We know that our client, Mars, was checking their social media wall every day and showing everyone in Mars what was happening.Tim Harris, Bee Experiential
This allowed Bee to showcase social media activity from Twitter, Instagram and Vine in a highly visual and engaging way, all on one page.
To save Bee's staff time, and to make sharing simpler & faster for students, Curation Wall created responsive web app, compatible with both iOs and Android devices, that made it easy for event staff to:
As well as emailing the leads with their ready-to-share photo & event score, all contacts were added to Mailchimp via the Mailchimp API, for future remarketing options for Mars.
Bee's event was considered so successful by their client, that it was deemed by them to be a 'best in class' campaign. As a result of this, Bee were invited to attend Chartwell's supplier conference to demonstrate their campaign to representatives from around 80 leading brands.
Curation Wall also attended the event, which included digital displays showing both the Curation Wall and Curation Event screens, as well as lead-generation web apps on iPads.
We contacted Curation Wall to see how their solution could help us build social engagement for our experiential work for Mars. It was great to check the Curation Wall social media wall & see all of the new posts coming in from students enjoying the experience.
We know that our client, Mars, was checking their social media wall every day and showing everyone in Mars what was happening.
Curation Wall's ability to pull together a strategy on short time-lines with a non-standard brief & their ability to build a custom webapp allowed us to create a one-of-a-kind digital solution for Mars.
I can't wait to work with them again on our next project!Tim Harris, Bee Experiential
Bee produced a video case study video of their campaign, which can be viewed below