Eventattitude makes Brussels Motor Show its playground!
Friday, January 30, 2015 — The Eventattitude crews were everywhere this year...
Experiences to help brands start a conversation with show visitors
9 brands called on Eventattitude to attract visitors to their stands by offering them a brand experience interspersed with data collection.
The majority of the fun and interactive devices that Eventattitude dreamed up focused on photos. We set up terminals on some of the most prominent stands where photos could be taken and printed automatically. You could be a cosmonaut at Seat, get behind the wheel of the mythical VW Combi, get hold of the handlebars of a motorbike on the Start2Ride stand or pose amidst the Suzuki Saloons. Each installation was different.
Visitors to Dacia could even make a GIF animation with 3 photos, and the really lucky ones got to pose next to a Marty McFly look-alike and his DeLorean at the Job On Wheels stand.
At the RTL stand where video was the vehicle, visitors had the opportunity to perform as television news readers in front of a Green-Key video screen. This was a huge success throughout the whole 10 days of the show.
Through these installations Eventattitude helped brands to break the ice and start a conversation with thousands of visitors to the show. In addition to the direct contacts, tons of Facebook users were reached thanks to content that was virally shared (photos, GIF animations and video clips), plus all the contacts generated by the printed photos.
“The Social Office”, a tool to boost the show’s exposure on Facebook
Since last year FEBIAC, the Belgian federation of motor vehicle and bicycle industries, has relied on Eventattitude to optimise echoes of the Brussels Motor Show on social media.
Eventattitude started with a strategic brainstorming to find the best way to achieve this goal. And the original answer was to use the exhibitors as intermediaries, rather than communicating solely via the show’s Facebook page.
Could there be any better go-betweens to pass on communications about the event than the brands themselves? After all, they invest throughout the year in targeting specific audiences and maintaining a high level of engagement. With the support of their agencies they have incomparable expertise in increasing the media directed at their targets. Eventattitude and its client FEBIAC are well aware of that, which is why they have set up a real factory, producing content – whether it’s photo reportages or video clips – for distribution by the brands.
So, depending on the surface area of their stands, exhibitors received a certain number of credits that could be converted for free into services from “The Social Office”. A whole army of project managers, photographers, camera operators and video editors were on site from the moment the show started to be set up.
At the end of the show, no less than 52 video clips and 54 photo reportages had been produced and published on the various brands’ Facebook pages!
“PopSelfie Zones” - a novelty at this 93rd edition.
To make the show more attractive to young people, FEBIAC and Eventattitude set up “PopSelfie Zones” inside the halls of Brussels Expo - a fun, interactive experience which allowed visitors to take a selfie and print it for free.
Supported by Touring, Europcar, bpost and the Moniteur Automobile magazine, this initiative was well received by the public, especially at the Dream Cars exhibition. During these specific 3 days exceptional cars served as a background for 1,380 selfies, which resulted in 2,451 printed photos.
These actions have convinced visitors to try the latest phenomenon in the global selfie craze, while while Eventattitude learned a lot of lessons that will allow them to optimise the concept for the next edition.