Bringing Kenergy to Silverburn’s Barbie Activation
The Brief
Shopping and leisure destination, Silverburn, approached us to help them run a fun, engaging, and eye-catching activation over the weekend which saw the release of one of the most anticipated movies of 2023, Barbie.
With a 14-screen Cineworld cinema situated in the shopping centre, Silverburn saw a perfect opportunity to have some fun with shoppers, while also satisfying some key business objectives.
When Silverburn first reached out to us about this activation, the objectives were clear – the wanted a fun, eye-catching photo activation, which would capture shoppers’ attention, help promote the movie being shown at the centre’s cinema, help promote the Silverburn brand across social media, and also harvest customer data.
The Solution
Silverburn initially came to us with a very clear vision in mind for the activation, but as sometimes happens, external factors resulted in a change in scope midway through the project. Thankfully, despite a change in the activation scope, most of the original elements remained which allowed out team to press ahead with the project with zero downtime.
At Social Jungle, we have many photo booth options, which allows us to select the perfect option for each individual activation. Each solution we provide is hand-picked for each job.
For this particular activation, our Encore booth was the obvious choice. It houses a high-quality DSLR camera, integrated touchscreen, and interchangeable exterior LED lighting to help attract attention.
Through the selection of the Encore booth, we knew we’d able to capture crystal-clear images of shoppers and use the touchscreen to collect user data.
That wasn’t enough though; we still had to ‘Barbify’ the booth. Working with Silverburn, we agreed on design assets and messaging to include with the booth. We created a digital photo frame which was applied to EVERY image captured by the booth, so that when shared, the images carried the Silverburn branding and messaging, as well, of course, as the ‘Barbie pink’. Furthermore, we applied a vinyl wrap to the booth itself, to ensure it looked the part.
Once Silverburn decided to have a pink car feature as part of the activation, we felt the creation of a road, for the car to sit on, would help elevate the activation. Our lead designer set about researching Barbie imagery and came up with a fun, pink cobbled design to use for the road.
The night before the activation commenced, our Operations team headed to the centre to apply the 5x5m road floor vinyl, then trimmed it to the shape of the activation area, ready for the car to be moved to when it arrived early the next morning.
And the finishing touch was the creation of a Silverburn-branded numberplate, which was applied over to the top of the car’s actual numberplate, just to offer another branding opportunity in the photo outputs for the shopping centre.
The Results
Silverburn’s Barbie activation was a great success. During the lifetime of the activation, there was lots of activity across social media, with many Instagram users posting content on their stories.
In addition to this, when performing an analysis on the event once it had finished, we discovered some really impressive statistics.
Over the course of the three days the activation ran, the booth captured 581 images, which equated to an average 24 images per hour (an image captured every two and half minutes) – this also included the time it took to harvest suers’ data.
What’s more, everyone who took part in the activation agreed to opt-in to receiving marketing messaging, which resulted in us delivering Silverburn with the names, email addresses and phone numbers of an amazing 572 shoppers.
And when looking at the share stats, we learned that content from the activation had been shared a total of 612 times, resulting in an estimated reach of over 45,000.
With stats like these, it’s clear that Silverburn’s Barbie activation was a huge success, meeting all of the objectives which were set out during the brief stage of the project. In addition to this, the activation was a joy for us to work on – it was lots of fun, very rewarding, and the Silverburn team was a delight to work with.
Following the activation, Silverburn Marketing Coordinator, Rachel Wolschke, commented, “The brief for this activation was to bring something pink and fun to Silverburn to celebrate the new Barbie movie. Graeme and the team have made the process from start to finish super easy! Highly professional and easy to work with, their enthusiasm and attention to detail is second to none. I am sure this will not be the last event we work together on.”
Contact Us
If you’d like to talk to us about delivering a photo booth activation as part of your next campaign or event, please get in touch. If, however, you’re unsure that a photo booth solution is right for your event, fear not, we have plenty of other activations and ideas which are ideal for an array campaigns and events.