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Fullscreen at VidCon 2017

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Fullscreen Vidcon Booth 2017

Fullscreen raised the bar at VidCon 2017, debuting the convention’s first ever double-decker booth. The elaborate build featured a large LED screen, a stage, and a viewing area in front where fans could get up close and personal to their favorite creators.

Each side of the booth presented a unique photo opportunity. On the left side was a Met Gala-inspired Boomerang booth with LED colored lights. The right side featured a large foliage wall with a custom neon sign. The wall had a new neon sign for each day of the convention, encouraging multi-day attendees to come back and experience the booth all over again.

The back of the booth featured the Flex Room Presented by AT&T. This area had three custom neon signs, a lounge, a marble wall, recessed lighting, and a phone charging station. Fans were able to tweet at a Twitter vending machine to get a variety of Fullscreen and AT&T-branded swag, including popsockets, phone chargers, sunglasses, bracelets, earbuds, and keychains. Brand ambassadors were also on hand distributing other free gifts.

The second floor contained the main control room and front-of-house for the whole booth. It also featured a green room area where talent could relax before taking the stage. This level gave creators a bird’s-eye view of the convention floor and allowed them to interact with fans before and after their official appearances.

Movie Nights:

For the fourth year in a row, Mirrored Media teamed up with Fullscreen to present another successful round of Movie Nights, showing three highly-anticipated movies: Despicable Me 3, Power Rangers, and Cars 3.  These popular events, held in a large third floor ballroom of the convention center, drew crowds ranging from 400 to 1,800 people. Guests enjoyed the screenings by lounging in Fullscreen-branded air chairs. During the pre-release premiere of Despicable Me 3, the minions even came out to greet guests.

Several branded pull-up banners and step and repeats provided fans with the perfect photo opportunity. A raffle was held each night where a few lucky guests were able to win prizes like Disneyland tickets and Rokus.

 

Awesomeness at VidCon 2017

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Awesomeness Ball Pit Presented by Live.me: 

 
This one-of-a-kind custom ball pit activation featured an 8’x10′ pit with 20,000 balls in branded colors of teal pink, and purple. It offered a unique shareable photo element in which users were captured in slow-mo video from a truss above as they free fall backwards into the pit. The branded video content can then be shared through two iPad stations instantly via all social media platforms. The pit and truss were each covered in co-branded signage from Awesomeness and Live.me.
 
The ball pit also featured a live stream presented presented by Live.me, including a TV on site so fans in line could watch the action as they waited. Guests were also encouraged to download the Live.me app if they didn’t have it already, which gave them access to a VIP fast lane into the pit.
 
– 1600 Videos Captured
– Total Reach of 166,000 People
 – 34K via Facebook
 – 60K via Instagram
 – 72K via Tumblr
 

The Awesomeness Ferris Wheel Featuring the Invisalign Smile Station:

 
The focal point for fans just before entering the convention center was the Awesomeness Ferris wheel. provided fans with the best views of VidCon along with the perfect selfie opportunity from high above the convention center’s Grand Plaza. Also a VidCon first, the wheel stood tall at 42 ft. in the center of the plaza with full branding throughout the wheel. The wheel exterior, all 10 gondolas, and the surrounding barricades were all affixed with Awesomeness and Invisalign custom branding. Fans who boarded the Ferris wheel were able to take selfies during their rides thanks to onboard iPads equipped with custom photo technology, delivering branded original content directly from their seats.
 
– 2880 GIFs & Photos Captured
– 1312 Emails Sent
– 1456 Text Messages Sent
– 13 Facebook Shares (4,888 Impressions)
– 16 Twitter Shares (5,088 Impressions)
– 82 Instagram Shares (65,682 Impressions)
– 75,658 Total Impressions
 

Awesomeness Oasis:

 
VidCon consists of hot days, long nights, and huge crowds. This can be a strenuous week for anyone, but even more so for talent. The Awesomeness Oasis at the Hyatt Regency provided the perfect respite for all of the brand’s talent in attendance. Located five minutes south of the convention center, the Oasis contained comfortable couches and chairs, food and drinks, a gifting station presented by Hollister, Awesomeness-branded content on TV, massage stations, and a floral living wall with branded neon signs for the perfect photo opportunity.
 
Access Hollywood also had a space inside the Oasis where they interviewed talent to air on TV and social media each day as they came through.

Awesomeness + Invisalign Screening & After Party:

 
Invisalign and Awesomeness teamed up again on the very popular Friday night of VidCon to present a screening of original content followed by an after-party. All of this took place at the Sheraton Park Hotel, which is just steps away from the Anaheim Convention Center.
 
The evening began at 7pm with a screening of three short content pieces in the Sheraton’s beautiful Tiffany Terrace. A branded step and repeat and a blue carpet greeted guests as they walked into the room. The hour-long screening, which hosted 100 guests, featured drinks, popcorn, and even candy apples!
 
After the screening finished, the after-party began on the adjacent Tiffany Patio. Attendees included many Invisalign and Awesomeness employees and executives, VIP guests, and Awesomeness talent.
 
The 8-11pm event featured two open bars, catered appetizers and desserts, a DJ, branded giant Jenga, branded corn hole, and a picturesque hedge wall with die-cut brand logos, creating the perfect Instagrammable moment.
 

Awesomeness Mirror Letters and Chalkboard:

 
In addition to these larger activations, Mirrored Media also took on the management and setup of Awesomeness’ signature mirror letters, which stretch almost 15 feet across and create the perfect photo opportunity for fans about to enter the convention center. Placed just to the right of the prominent Grand Plaza fountain, and adjacent to the Ferris wheel and ball pit, the letters were a huge hit on site.
 
Even more attention-grabbing was the Awesomeness chalk wall. Placed across from the the Ferris wheel, the board had the headline “What Makes You Awesome?”. Fans were encouraged to write their own responses with the chalk provided. The front, back, and sides of the wall were covered within a few short hours! Fans absolutely loved coming up with their own creative ideas to share with the rest of VidCon. We would periodically wash the wall so fans could start over, but each time, it was fully covered in just a few short hours.

Live.me at VidCon 2017

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2017 VidCon attendees were treated to the most ambitious Live.me booth yet. Located just inside the main convention hall doors, the Live.me booth was an immediate attention-grabber to fans and talent alike.

The build featured a convertible stage with small ramps, giving fans the perfect vantage point during programming blocks while also providing them with a chance to enjoy the space and broadcast during breaks.

The stage, which was highlighted with branded colors and signage, also featured a special fan broadcast experience. On one side of the stage, fans waited in line for a chance to step into the spotlight and showcase their talent to tens of thousands of people watching Live.me from all over the world.  After 90 seconds, the viewers voted who had the most talent by giving in-app gifts. Those participants were then rewarded with a variety of premiums such as sunglasses, tripods, water bottles, and phone chargers.

Official Live.me programming included panels, concerts, and creator appearances. Fans were especially excited about the influencer meet-and-greets, giving users from all over the world a chance to interact with their favorite talent in front of the large online audience. Other programming consisted of dance parties, open mic performances, and DJs.

In true Live.me fashion, the booth featured four vertically-oriented TVs displaying live broadcasts from all over the world, the broadcast stage experience, and the official Live.me channel which showed events throughout VidCon.

The large back wall of the booth featured a truly unique social sharing opportunity. The wall featured a set of multicolored angel wings along with motivational phrases that encouraged fans to take a memorable photo.

 

Live.me Birthday

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To celebrate a resoundingly successful first year, live broadcasting app Live.me held an anniversary party in Bel Air, California on April 29th, 2017. Mirrored Media partnered with the brand to take over a beautiful mansion in the secluded, exclusive Los Angeles enclave of Bel Air.

The large house was tucked away high above the city, and featured surrounding property with so much to offer guests. It boasted a gorgeous pool, a large multi-level yard full of activations, a pool house, stunningly manicured grounds.

The guest list consisted of Live.me staff, creators, influencers, and select VIP guests. The backyard was the focal point of the party, which ran from 1pm-8pm, Highlights included:

  • Live.me spelled out in large white letters along the back hill, a la the Hollywood Sign
  • Pool with toys
  • “Year of Milestones” staircase
  • Live performance stage
  • Performance by Ocean Park Standoff
  • Performance by Blaine Ryan Carter
  • Performance by Amber Tiana
  • Custom DJ booth
  • DJ William Lifestyle
  • Performance by contortionist Sofie Dossi
  • Dance performance by It’s Her Spotlight
  • Live stream of the party
  • Catered food and drinks
  • Live.me birthday cake
  • Photo booth with props
  • 110” TV screen with looped branded content
  • Games including ping pong, corn hole, giant Jenga, and Connect 4
  • Step and repeat photo opp

Towards the end of the night, Live.me presented its top broadcasters with awards. The winners were even able to have their trophies custom-engraved on site. Each guest was given a gift bag on their way out, which included a backpack full of sunglasses, water bottles, t-shirts, and phone chargers.

Mirrored Media and Live.me couldn’t ask for a better response from the over 350 guests in attendance. People swam, sang, and danced well into the night, with many of them broadcasting their experience on the app. With over 25 million downloads so far, Live.me continues to bolster its reputation as one of the leaders in the live broadcasting space.

BMG Production Music Party at Bardot Hollywood

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Mirrored Media teamed up with BMG Production Music to host a celebration in honor of the full service sound agency, it’s artists, and the men and women who encompass the BMG team.

The event took place on April 27th at Bardot in Hollywood with nearly 150 guests showing up to support their fellow colleagues, friends and family members who are the critical components of a new age music company making big waves in the world of music supervision, composition, and advertising.

After a warm welcome and brief introduction to some of the core members of the BMG Production Music team, three of BMG’s signed artists took to the stage to perform a few of their original tracks.  DJ William Lifestyle kept the party going in the interim while guests enjoyed tray passed hors d’auevres including miniature shots of tomato bisque with grilled cheese triangles, chicken satay, an array of sliders and an open bar.  A BMG branded step and repeat located at the red-carpeted entrance gave those who arrived and departed an opportunity to connect with their peers while enjoying a memorable photo opportunity.  Bardot is well known for its signature indoor/outdoor patio and connecting lounge, so Mirrored Media set out to ensure that the entirety of the space was adorned to accentuate the essence of the room, yet fully branded to embody the BMG brand.

The night was a successful celebration that seemed to generate a newfound excitement and appreciation for the future of BMG Production Music and it’s team.

Park City Live Presents The Hub at Sundance 2017

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The Hub

At the 2017 edition of Sundance Film Festival, The Hub at Park City Live was the talk of Main Street for VIP guests and celebrities alike. Produced by Mirrored Media in partnership with Fingerprint Communications, The Hub featured a wide array of brands and activations over the long weekend, including Splenda, the Consumer Technology Association, AwesomenessTV, 361, Cool Effect, Tanqueray, Twitter, Movie Pilot, musical.ly, Marie Claire, and Spotify. 

The convenient location of Park City Live allowed festival VIPs and celebrities to stop in for a brief respite from the snowy bustle of Main Street. Guests in attendance included Chelsea Handler, Charlize Theron, Mary McCormack, Bebe Rexha, Emmanuelle Chriqui, Annabelle Dexter-Jones, Aisha Tyler, Kate Micucci, Brock O’Hurn, Teresa Palmer, Max Riemelt, Olivia Culpo, and more.

Each brand delivered a unique guest experience for both daytime activations and nighttime events:

The Consumer Technology Association featured nine 4K UHD TVs throughout the venue. Each one looped exclusive 4K content to showcase the visually stunning detail and clarity of 4K technology. CTA hosted a reception for one of the Sundance films shot in 4K UHD, Chasing Coral, which was picked up by Netlfix after its premiere at the festival. 

Splenda warmed up guests with a branded coffee bar and gifting suite. It featured a chance for attendees to sip on their coffee, sweetened with Splenda, in a relaxing casual setting with tables, chairs, and succulents. Guests were served by Splenda baristas who also handed out brand giveaways from the custom-built and custom-wrapper coffee bar.

AwesomenessTV sponsored one of the highlights of Sundance, a performance by Grammy-winning DJ Tiesto at Park City Live. Their custom-built rose wall step and repeat was featured in the front lobby along with custom signage throughout the venue promoting Awesomeness Films’ newest title, Before I Fall

Spotify was the lead sponsor of Major Lazer’s Park City Live performance, another Sundance highlight. There was Spotify branding throughout the venue’s upstairs SkyBar during the show, providing a VIP viewing experience for special guests.

Tanqueray offered guests specially-made “Moon Juices” from their Gin & Juice Bar, served by bartenders in branded attire. The bar was custom-wrapped and featured boxes of fruit, a pull-up banner, and branded signage. Tanqueray was also the lead sponsor for Park City Live’s Doug E. Fresh and Slick Rick.

Twitter and Movie Pilot co-sponsored an exclusive interview lounge for actors and social media influencers. This Live Lounge presented fans with the opportunity to chat live with their favorite stars as they made their way through the space. It also featured the famous Twitter Mirror, from which celebs posted selfies and unfiltered content. 

musical.ly hosted artists and musicians to its What’s Trending interview lounge, with cozy couches, chairs, and custom signage. Hosts and guests broadcasted direct to fans through the live.ly platform throughout the week. 

Cool Effect presented an educational climate change photo opp with a custom step and repeat, inflatable Earth, and melting snowmen brand ambassadors. These BAs were there to educate people and engage in conversation on the important topic of climate change. 

361 Degrees presented its own branded gifting suite, offering VIPs exclusive merchandise and giveaways. Brand ambassadors touted 361’s popular “Sheepa” campaign in their giveaways. This sheep-cheetah hybrid highlights the soft and fast qualities of the product. 

Marie Claire also had a prominent showing at The Hub. They had a branded interview and photo backdrop featuring some of the biggest females in entertainment lending their voice in support of female empowerment.

Press

Check out the events further in BizBashDailyMailLA Guestlist & Us Weekly

Kaskade LA Pop Up Shop & Mirrored Media

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IMG_4248Experiential marketing agency, Mirrored Media, was tapped to produce multi Grammy® nominated singer, songwriter, and music producer Kaskade’s special Pop Up Shop to Los Angeles the week prior to his landmark SOLD OUT performance at the Los Angeles Convention Center on May 7th.

The Pop Up shop will host performances from local DJs and feature exclusive Kaskade merchandise including t-shirts, hats, bandanas, tote bags, and more. Additionally, fans will be able to purchase exclusive photography from Mark Owens and merchandise from Kaskade’s Imperial Motion Capsule Collection.

“We are beyond thrilled to have the opportunity to bring Kaskade’s vision to life. The concept was to bring fans together and celebrate the career of one of the world’s most famous EDM pioneers,” said Justin Lefkovitch, Founder and CEO of Mirrored Media.

Mirrored Media teamed up with Kaskade to create the pop up shop experience that Kaskade envisioned – this included everything from finding the perfect venue to designing the atmosphere and layout within the store. Mirrored Media worked closely with Kaskade and his team to ensure that all elements of the pop up shop were precisely what Kaskade imagined.

Kaskade’s Pop Up Shop will be located at 410 N. Fairfax Ave in Los Angeles and will be open from Tuesday, May 3rd through Saturday, May 7th between 12:00p – 8:00p. True to Kaskade form, fans should expect the man himself to stop by the store throughout the week.

Kaskade’s highly anticipated May 7th performance at LACC sold out immediately, selling over 20,00 tickets. The show, produced by Insomniac, will be the largest solo headlining live date of Kaskade’s career and the first dance music event to take place in the Convention Center’s 45-year history.

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Pepperdine Magazine | “For Entertainment Purposes Only”

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A Seaver College alumnus launches an experiential marketing company that bridges the gap between music labels, artist, and fans.

Justin Lefkovitch (’09) was working on his bachelor’s degree in business administration when he composed a business model for a marketing company and submitted it to the Business Plan Competition, a contest presented by the Graziadio School of Business and Management in collaboration with Seaver College. When his submission was selected as a finalist, he knew it was worth further pursuit.

While pursuing his degree, Lefkovitch began managing local singer-songwriter Ray Kennedy, admittedly his first encounter with professional music production and management. With special insights into the music industry, Lefkovitch noticed gaps in communication and satisfaction among artists, labels, and consumers. After speaking with several artists, Lefkovitch began to think about possible ways to bridge this gap that would benefit all three parties as they participate in the branding and marketing processes together.

Two years after graduating from Pepperdine, with solid real-world business experience through Ray Kennedy’s ventures, funding from angel investor Vaden Saunders, and a partnership with music production mogul Steve Kofsky, Lefkovitch launched Mirrored Media, an experiential marketing company based in Santa Monica, California.

Since opening its doors in 2011, Mirrored Media has generated an impressive list of high-profile clients, including Acura, Universal Pictures, Syfy, Fox, and Google Play. The company has also been featured in numerous publications, such as Forbes, the New York TimesAdWeek, and Event Marketer, the magazine that placed Mirrored Media on its Top 100 Event Agencies “It List.”

Lefkovitch sat down with Pepperdine Magazine to explain the concept behind Mirrored Media and share what he’s learned on his professional journey thus far.

Pepperdine Magazine: How did working with Ray Kennedy influence the development of Mirrored Media?

Justin Lefkovitch: While working with Ray, I had the pleasure of meeting and working with countless talented artists. During this time, the music industry was going through dramatic shifts, both in the artist deal structures within major labels, as well as in the way consumers perceived and valued music.

My interest in marketing and advertising, and a desire to create additional revenue streams for artists in the ever-changing environment, led to an idea of creating organic brand campaigns that would not only benefit artists financially, but also meet their goals. I saw what projects were being executed within the space and how many lacked the artist’s unique voice and brand identity. Many campaigns were perceived as contrived by the fans. My approach was to create a win-win scenario for brands and talent.

PM: How did you discover the music industry ’s pain points?

JL: By having many conversations with artists I was working alongside at the time. I noticed that there was a strong breakdown of communication between talent and marketing executives. Each camp spoke a different language, with very different campaign goals and interests in mind. In addition, the music industry can be perceived as intimidating, due to the complexities around publishing and licensing. Some might even perceive it as risky.

This attitude, coupled with the fickle fan perspective of branded content and campaigns, laid the foundation for my idea. I strongly believed that mutually beneficial experiences could be created to produce a successful marketing campaign—and we have now proven that.

PM: What exactly is “experiential marketing?”

JL: For me, experiential marketing is messaging that you can touch, feel, view, and engage with within the physical or digital space—basically, any experience that moves you and makes you want to share it with your friends. While traditional advertising concentrates on verbally and visually communicating the brand message through radio, print, and television, experiential marketing can encompass a variety of mediums focusing on creating an experience that immerses the consumer in the brand message with a more high-touch but low-pressure approach.

PM: What sets Mirrored Media apart from other marketing companies?

JL: Mirrored Media concentrates on creating high-impact and enduring lifestyle campaigns that specialize in music and entertainment. Each member of my team has extensive experience working in the music and entertainment world, as well as the traditional marketing landscape.

From previous artist managers and tour managers, to marketing directors and art designers, I am fortunate to have an incredible team that understands the needs of both the brand client, as well as the influencer partner who could be a band, artist, or social media star. I believe Mirrored Media’s strength comes from our approach and close relationships with our influencer partners, coupled with our strong creative ideas that continuously challenge the notion of what’s possible and push the creative needle over the edge.

Our executive team is made up of millennials who can continuously evolve our capabilities and creative to meet the needs of the market. Ultimately, every one of our brands and partners experience transformational results through each campaign.

PM: What’s the best advice you’ve ever been given?

JL: When I first came up with the idea for Mirrored Media, Gary Mallaber—who most famously composed for Steve Miller Band and drummed for Bruce Springsteen, Van Morrison, The Beach Boys, John Lennon, and many others—once told me that if I could bring humanity back to the industry, we would have a line of artists and brands wanting to work with us. That always stuck with me and I tried to do exactly that.

 

The 2016 Event Marketer It List – Top 100 Agencies

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We are proud to announce that Mirrored Media was named by Event Marketer as one of the top 100 agencies for the Second Year in a Row in their 2016 It List.  We could not have accomplished this without the help of our amazing team and our extraordinary clients.

This award represents our hard work and determination to become a leader in the experiential marketing field and this only motivates our team to excel in bringing the best products to all our clients and supporters.

“It was the toughest year to date to be selected for the It List, so let’s give a big round of applause to the 2016 Top 100 Agencies who hustled to hit every mark—and to an industry that has truly hit its stride. Congratulations.”

 

See the whole list HERE and read more about what Event Marketer has to say about Mirrored Media HERE.