Bringing the Kenergy to Silverburn
The Brief
Last Summer, we were approached by the popular shopping centre, Silverburn, who were looking for help in organising a fun and engaging activation for the upcoming new release of the most anticipated movie of the year- Barbie!
Hosting a 14-screen Cineworld cinema within the shopping centre, Silverburn saw an opportunity to have some fun involving shoppers, while also achieving some key business objectives.
When Silverburn reached out about the activation, the objectives were clear - they wanted a fun, eye-catching photo opportunity which would get shoppers attention and get them involved. The aim was to help promote the movie being shown at the centre’s cinema, as well as help promote the Silverburn brand across social media and collect customer data at the same time.
The Solution
Silverburn approached us with a very clear vision in mind for the activation.
At Social Jungle we have many photo booth options, which allows us to recommend and select the perfect option for each individual activation. Each solution we provide has been hand-picked depending on the needs and objectives for each job.
We choose our Encore booth for this particular activation, which houses a high-quality DSLR camera, integrated touchscreen and interchangeable exterior LED lighting. With our Encore booth we knew we would be able to capture crystal-clear images of shoppers and use the touchscreen to collect user data.
After choosing the photo booth, we now had to ‘Barbify’ the photo booth. Working with Silverburn, we designed the look and messaging that was to go on the booth. We also created a digital photo frame, which was applied to very image taken by the Encore so that, when shared, the images carried the Silverburn branding and messaging, as well as Barbie branding. Furthermore, we applied a vinyl wrap to the booth to ensure it fitted in with the look.
Silverburn decided to feature a pink car as part of the activation, which we felt required the creation of a road for the car to sit on. Our lead designer set about researching Barbie imagery and came up with a pink cobbled effect floor design to use. Our team headed to the centre the night before the activation was due start to apply the 5x5m road floor vinyl. We then adjusted the size to the area we had, ready for the car to sit on when it arrived early the next morning.
The finishing touch was the creation of a Silverburn branded number plate applied to the car- another branding opportunity with the photo outputs!
The Results
Silverburn’s Barbie activation was a great success! During the activation there was lots of activity on social media, with many Instagram users sharing content on their stories.
Upon the event finishing and performing an analysis, we discovered some impressive statistics.
The activation lasted three days, which allowed the booth to capture 581 images, which equated to an average of 24 images per hour (an image captured every two and half minutes).
Everyone who took part in the activation had agreed to opt-in to receiving marketing messaging, which resulted in us providing Silverburn with information on an amazing 572 shoppers. When looking a the share of stats, we learned that content had been shared a total of 612 times, resulting in an estimated reach of 45,000.
With these impressive stats, it can be confirmed that Silverburn’s Barbie activation was a huge success, meeting all the objective set out during the briefing stage of this project. In addition to this, our team thoroughly enjoyed working on this activation. It was a lot of fun, very rewarding and the Silverburn team were 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.”
If you would like to talk to us about a custom activation as part of your next event or campaign, please get in touch!
GETSOCIAL@SOCIALJUNGLE.CO.UK
