THE CONTEXT

Hey Adam here 👋 I got to catch up with the Mew team after the Drop they did at Anime Con New York, and honestly my brain is buzzing.

This was our first drop at a conference and the results were shocking.

You see, at every conference booths are fighting for attention.

How can you generate an experience that drives people to your booth? And not just an experience where people grab a free t-shirt, forget about you, then move on. How can you turn that into a meaningful experience at scale.

Let's explore how you can use their learnings to crush your next in-person activation.

THE GOAL

Mew is working to become a combination of Supreme and Hello Kitty.

Their goal for this conference was to create a fun experience that got people talking about them.

Trying to grow on IG and X were side effects they wanted - but their main KPI for this conference was literally "fun."

So we worked alongside them to craft this experience on our platform.

One of the ways they did this was by literally buying a claw machine.

THE SECRET SAUCE

It was our goal to connect this engaging in-person experience to the digital world.

Their drop had multiple pieces. They crafted a scavenger hunt.

They were giving away $5,000 prize pool. That's enough to get some attention at the conference.

When users scanned the QR code it directly linked them to their Drop.

Users were then prompted to do a ton of actions to earn points to get entries into this Drop.

They created 8 posters and scattered them around the entire venue for people to find.

People would take a photo of the posters and get points for each one.

Imagine having hundreds of people going around the event trying to find your marketing materials, while having fun and inviting their friends.

The anime Con was accepting of this because it incentivized people going around their venue more.

This means that while people were going around the venue, they were still thinking about Mew in the back of their mind…

"What are all these different ways we can have people interact with the brand that is not just you stop by and quickly grab a t-shirt." - Mew Team

THE RESULTS

We drove hundreds of entries, hundreds of organic posts, and thousands of UGC impressions on IG stories.

Their launch tweet also had thousands of impressions and hundreds of likes.

They had people raving about their experience doing the drop and the excitement about their brand.

TIME TO DO A DROP

In-person activations are the future. The key is how to leverage the power and scale of the internet to make the most of them.

Every event organizer is looking to get people into events, to post about them on socials, to follow the sponsors pages, Drops is the perfect tool for this.

A simple thing like winning a sponsor gift basket, getting free tickets to next year, giving out 15 minutes of a headline speaker.

Every conference should have a game around them.

If conferences are investing millions into their production, why not create a game layer to the conference.

When asked about the best part of our technology they said it was creating a meaningful scalable brand experience, with minimal operational overhead.

Do you want to create a deeper emotional experience at your next event?

We love working with modern innovative brands that are looking for new ways to work together.