Oprah Tour Takes a Social-by-Design Approach - Event Marketer

Oprah Tour Takes a Social-by-Design Approach

Oprah Magazine Roving ETA 2014
Brand: O THE OPRAH MAGAZINE
Agency: HARPO LIVE LEADDOG MARKETING GROUP PIXMOB THUZI WME LIVE
Awards: EVENT TECHNOLOGY AWARDS — BEST COMBINATION OF EVENT TECHNOLOGIES (B-TO-C)
Year: 2014

Oprah doesn’t know how to do anything by half measures, and her The Life You Want tour was no exception. It hit the road last year with a truly staggering list of objectives, including creating an unforgettable experience that made a data capture tool, the O Tour Wristband, a core part of the show. The wristband was designed to integrate all of the tour’s sponsors into an experience that amplified each brand across social networks, creating a social-by-design event that leveraged Facebook, Twitter and Instagram to ultimately achieve 10-times amplification. Because that’s how Oprah rolls, y’all.

The O Tour wristband served as the attendee’s fast pass to fun and connectivity. Upon entering O Town, the fan village featuring sponsor activations, attendees could tap their wristbands to engage with video booths, contests, product and information stations, instant win games and much more. With a dozen global sponsors all enabled, there was no shortage of places to tap. After spending the day in O Town, attendees got another surprise at the opening of the show when the O Tour wristband suddenly lit up. The wristband that served as a ticket to O Town also illuminated, changed color and was synchronized to the music of the show.

Social was everywhere on the tour. Attendees were encouraged to use their social credentials during the registration process to maximize their O Town experience. A Social Hub displayed Facebook and Twitter profile pictures of attendees, Instagram photos and tweets. Attendees were able to see their content prominently displayed by participating in event photo stations or posting with certain hashtags. The brand also implemented a single Facebook app i.d. across multiple environments to drive real-time analytics for the event. Bringing the sponsors into the fold was almost too easy. Olay ran a sharable video booth, Toyota did a dash cam photo activation, Crest had a DSLR photo booth with printing and instant sharing to Facebook, Ikea and Wells Fargo did a sweepstakes and Bounty rolled out roaming paparazzi. It was a spectacle of Oprah proportions, as was shown by the successful results.

The O Tour wristband was a huge hit with fans and sponsors, with more than 95 percent of attendees registered having received wristbands and using them, and all tour sponsors having leveraged the solution. Facebook amplification was off the charts and averaged over 300-times reach across all sponsor activations. And thousands of attendees downloaded the Oprah Tour app to self-register and receive their O Tour wristband upon arrival at the venue. This time, you get to find something under your seat, Oprah—a win.

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