Westwayne recently launched a brand experience festival for Scion called WhatMovesYouMiami. We asked Evan Slater director of Westwayne’s Trends & Intelligence Group to explain the campaign.
Evan, tell me about the What Moves You Miami campaign you held in Miami for Scion.
Really interesting campaign for Scion where we moved Scion off TV onto engagement media. A lot of experiential marketing seems to us to be very passive – use of art gallery spaces and so forth. We wanted something different for Miami – something that activated consumer and involved them with the brand. It is very clear spending time with our core consumer that they’re an expressive group, so it was important to give them a space and series of events encouraging self-expression.
We held events on 12 different days through the month of June. There was music, art and fashion. It wasn’t just about having famous DJ’s come in, we had the DJ’s do master-classes and teach their art. To help expand the campaign we engaged a number of different mediums including Bluetooth distribution and a Holographic display from Denmark.
We wanted to reach different subsets of our core target– so we mixed the types of musicians and artists to attract different crowds. Sometimes we used old school graff artists to show people how to paint, then we used DJ Craze to spin another night. We didn’t serve alcohol until later in the night to make sure the environment welcomed consumers of all ages during the earlier hours.
It was very important for us to tap into a good mix of local and national talent. We even had a day where we reached out to the gaming community (a large subset of our Scion consumer) and had Major League Gamers come in for the day.
What were they like?
As you know, game leagues are becoming huge – with stars. We had this guy called T-Squared come down and he was a celebrity of sorts – I wasn’t star struck, and didn’t quite get the allure of a guy wearing his Xbox controller in a holster, but it was great to see the local gamers engage and get Halo tips from him.
Tell us about this hologram.
We brought in this technology from Denmark that uses a unique projection surface to create an incredibly realistic, life-sized three-dimensional image. The reaction was amazing – it was funny to see passer-bys hollering at hologram dancers thinking they’re real.
And you used Bluecasting?
Yeah we distributed videos to people’s phones using Bluecasting. We built Bluecasting systems into cars and drove around Miami offering a download to Bluetooth enabled phones. As soon as someone downloaded the file – it was if they were a walking movie-theater. It was important to make sure the content was rewarding though, we couldn’t just beam out 30 second spots which is why we had a group of artists create mini-films for us, which you can still find online at www.whatmovesyoumiami.com
Is the screen big enough?
Yeah, I believe so. Not for extended content – but 15 seconds its fine. It’s good to associate the brand with new technology. The thing is, we can do this because it’s new. When everyone starts doing it – it’s not cool anymore.
What about these car drives?
Well, erm, inspired by Critical Mass rallies (yes, I understand the irony), we held our Scion Critical Mass rally where everyone with a pimped up Scion rode through South Beach. The people who own Scion, love showing off their cars. We were several blocks long, it was quite an impact. As was the entire campaign.
! Thank you.
Click images to enlarge.
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