Driving Social Media Engagement For Shell & Bee

Custom Touchscreen Photobooth For Shells Experiential Activation, With Bee.

The brief

Experiential marketing agency, Bee, contacted the Curation Wall team to provide digital & social media support for their activation for Shell & Paypal's 'Fill Up & Go' launch.

The experiential activation for Shell consisted of an immersive brand experience roadshow, with a Shell branded inflatable tent and a F1 racing simulator to increase crowd engagement. Attendees were invited to race on the F1 simulator, whilst activation staff explained the benefits of Shell & PayPal's new 'Fillup And Go' app and encouraged app sign-ups.

Bee wanted to capture the moment for those racing the Formula 1 simulator, create additional engagement at the stand, and record race times to calculate the fastest times.

The challenges

The roadshow focused on 6 outdoor festivals. Busy festivals are notorious for poor mobile & 3g/4g availability, resulting in patchy mobile broadband coverage. This makes the use of a standard internet-enabled photo booths with social media sharing difficult. The branded inflatable tent also offered little room for technology such as desktop PCs or even laptops to be concealed.

Bee's Shell activation needed something custom, a solution capable of capturing the excitement for the racers, collected racer's email addresses, and sent our photos - All with very patchy 3g/4g coverage and often no WiFi.

Luckily the Curation Wall team love a challenge!

When we approached Curation Wall we weren't sure that integration of social sharing would be a success for the campaign, but they took this on board and not only gave us a great social experience, but also provided fantastic ways to use digital tools to make the actual event more engaging.

In a nutshell Curation Wall offered us not just the end solution, but the skills, understanding, and expertise to get us there, and to execute it brilliantly.

Haley Pearce, Bee Experiential

The solution

Curation Wall attended meetings at Bee's offices and consulted with the agency's staff to brainstorm creative digital solutions that would fit their experiential activation like a glove. We then took part in conference calls between Bee, Shell and PayPal to discuss the options.

Following on from the initial talks, Curation Wall created a scamp of the proposed campaign, which was provided to Bee & Shell, and can be seen below.

Our scamp of experiential campaign concept for Bee & Shell
Curation Wall's Initial Scamp Of The Concept

Touchscreen Displays For Lead-Gen & Promo Video

Curation Wall supplied 47" free standing touch screen displays. The displays allowed racers to input their name & email address, then a series of photos were automaitcally taken during their race, using remote, full HD cameras.

Whilst the participant was racing, the touch screen played Shell's 'Fill Up & Go' promo video, with the audio running through a PA system to ensure the crowds could hear Shell's message.

Once past the finish line, racers returned to the touchscreen display to pick their favourite photo, which was then emailed to the racer, along with an invite to share on social media and an editable, pre-formatted share message.

Shell Social Sharing Touchscreen
Touchscreens With Custom Servers Fitted

'Top Gear' Style Digital Leaderboard & Race Cam

To engage the crowd watching the race, Curation Wall mounted an additional full HD remote camera on the F1 simulator, which streamed the face of the racer to a large TV display, that also featured an automated digital leaderboard of the race times

Digital Leaderboard For Shell
Image Blurred For Privacy Reasons

Intel NUC Micro-PC Based Servers With 3g/4g Remote Server Sync

To resolve problems caused to the lack of space to conceal PCs or laptops in the branded tent, Curation Wall fitted Intel NUC micro PCs INSIDE the 47" touch screen. The NUCs ran a Linux server, with custom scripts created by Curation Wall's dev team. This which stored a database of race pictures, names, emails and race times.

The problem of patchy mobile broadband signals was also solved by some clever coding by our dev team. The local server inside the freestanding touch screen stored all data to a local database, which then synced the data in a heavily compressed format to a remote server periodically, when signal strengths were strong enough. This meant that a 3g or 4g connection was only needed intermittently for a few seconds in order for the system to operate perfectly.

The results

414,319
Potential #Hashtag Impressions
53,713
Potential Twitter Reach
86,055
Bee Ambassadors Interactions

Client Feedback

Our campaign focussed on raising awareness of a new mobile payment service at Shell. Engaging with customers to download the Shell Motorist app (where Fill up & Go is) at 6 festival sites nationwide.

Many existing tools simply wouldn't have worked in experiential campaigns, as they are too rigid & unable to be effective in a live environment. Curation Wall understand this. Their software was perfect for our experiential campaign.

We'd definitely recommend Curation Wall to support anyone looking to create events for themselves or for their clients. Their tools are easily amongst the best available and their support & ability to make new & interesting things happen is second to none!

Haley Pearce, Bee Experiential

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