Oprah Employs a One-and-Done Registration Process - Event Marketer

Oprah Employs a One-and-Done Registration Process

DB_Oprah Mag_2014 ETA
Brand: HARPO STUDIOS
Agency: HARPO LIVE LEADDOG MARKETING GROUP PIXMOB THUZI WME LIVE
Awards: EVENT TECHNOLOGY AWARDS — BEST USE OF FACEBOOK
Year: 2014

Oprah’s The Life You Want Weekend tour hit eight cities and offered 12 sponsor experiences and more than 30 activations in the O Town fan zone. With thousands of fans in attendance, Harpo Studios wanted to leverage technology to have one (and only one) paperless registration and waiver-consent process. It also wanted to seamlessly integrate all the sponsors and promote amplification. Facebook was at the center of the strategy and, put simply, everything was sharable.

The strategy involved PixMob’s LED-RFID wristbands and the proprietary Thuzi “Presence Platform.” Attendees could register by email or through Facebook to access the event app thanks to Facebook’s single sign-on solution. Attendee Facebook credentials were mapped to RFID chips in the wristbands so they were able to simply tap their wristband to post content to Facebook instantly.

Content was posted through multiple methods, including Facebook Open Graph, which allows brands to customize phrases used when images are posted on the platform. And using Facebook Insights API, Harpo Studios was able to receive real-time analytics for all sponsors.

Facebook amplification “was off the charts” and averaged over 300-times across all sponsor activations. Some reached as high as 1,950-times.

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