Throughout October, Capital teamed up with Vodafone to host ‘Monster Mash-Up’; the ultimate Halloween night out in London, Liverpool and Manchester. Featuring some of the biggest artists in the world including: Tinie Tempah, Craig David and The Chainsmokers – they were events not to be missed.
To excite and delight fans during artist changeovers, Vodafone showcased authentic user-generated content on a large screen on-stage.
MARKETING CAMPAIGN OBJECTIVES
- Use a digital screen in-venue to showcase real-time social content to a live audience
- Drive fan participation and authentic UGC
- Showcase UGC to give fans their ‘moment of fame’
- Use the hashtag #MonsterMashUp to drive social conversation
To amplify the social buzz around Capital’s Monster Mash-Up, Vodafone used the Wayin platform to build, curate and display the very best authentic UGC in real-time.
Attendees were encouraged to share their snaps using the hashtag #MonsterMashUp before and during the three events, in return for the exciting chance to be featured on-screen to give fans their ‘moment of fame’. Using the platform, Vodafone was able to filter relevant brand and user-generated content from Twitter and Instagram searches to publish out to the screen.
In addition to real-time social content, the screen hosted the animated event logo, hashtag call-to-actions to encourage fan participation, and Halloween-themed video loops in sync with the rest of production.
With overwhelmingly positive feedback from Capital, Vodafone and party-goers, the social wall proved to be a huge success.
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