Scotland On Tap 2022
The Brief
Towards the end of September, brand agency, Badaboom, reached out to us for help in adding a bit of pizzaz to Tennent’s Lager’s trade show, ‘Scotland On Tap’, which was due to take place in the first week of October, at SWG3.
The brief was to deliver a digital activation which would eye-catching, fully on-brand, engaging, and with the ability for attendees to share their experience via social media, to help increase the reach and awareness of the ‘Scotland On Tap’ event.
The Solution
Initially, we discussed the idea of deploying one of our most popular and versatile photo booths, the ‘Allegra’. In doing so, it would have given the client a lot of flexibility in terms of the content output, as well as provide additional branding opportunities through wrapping the booth branded vinyl.
Although one of our more popular digital activations, the ‘Allegra’ is by no means our only activation. And it was through conversations with the client that our 360 booth soon became the preferred, and best, solution for what the activation objectives were.
If you’re unfamiliar with our 360 booth, it’s an incredible activation which captures guest from every angle, but also allows for fun after effects to be added, to help add that little bit extra to users’ content.
For ‘Scotland On Tap’, we created a branded video frame, which was present on all videos captured and shared through the activation, helping to further promote the brand. Furthermore, some funky effects and music were also added to the via output, to help make the short videos even more eye-catching than they already were.
Once users stepped off the platform, they were then able to instantly share their video via our control tower. Users had the option to either share their video via text message or email. Whichever method they chose, the URL which was sent to them took them to a dedicated landing page – again, fully branded – which then gave users the option to share their video via the social media platform of their choice, or to simply download it onto their phone.
Similarly to the ‘Allegra’, our 360 booth provides a huge brand awareness opportunity. The platform on which users stand can be fully branded - and with a diameter of 4ft, it makes for an incredible canvas on which to promote a brand. Furthermore, the control and sharing tower can also be fully branded, allowing for even more brand promotion. And on the subject of branding, we also created and supplied a bespoke, branded tension-fabric backdrop, to ensure that ‘Scotland On Tap’ – and its partner brands – were all highly visible via the final output from the activation. Also, in addition, at 2.4x2.4m, it also helped created a focal point at the event, to help draw attendees to the activation.
The Results
Our 360 booth was a hit at the event. During the event, countless videos were captured by the booth, all of which were shared by users – with 54% being shared by text message and 46% shared by email.
And as outlined by the objectives in the brief, the activation was a talking point amongst guests, promoted interaction and engagement, and also helped further the reach of ‘Scotland On Tap’.
Finally, post-event, all videos captured through the booth were shared with Badaboom, allowing them – and Tennent’s – to use to them to carry out any post-event promotion, as well as be used for any future marketing initiatives, should they wish.