VidCon Archives - Mirrored Media

EventMarketer: Stories of the Year, No. 1: Marketers Take a Deep Dive into Gen Z’s Values

Posted by | News | No Comments

As we entered the new decade, EventMarketer reflected on their top stories of 2019. Coming in first place was Kaylee Hultgren‘s coverage of how marketers are connecting with the elusive consumers of Generation Z. The cover of this story features the “Share Your Voice” wall from the NBCUniversal booth at VidCon 2019, produced by Mirrored Media. The painted wall was part of a larger booth that catered to the Gen Z segment and also featured E! News’ The Rundown, People’s Choice Awards, and NBC News Stay Tuned.

Marketers have had their sights set on engaging millennials for several years, but as Gen Z enters the workforce (and increases its purchasing power), all eyes are now on the younger demographic. Members of this generation grew up eating social media for breakfast. They watch “TV” on YouTube. And when it comes to events, they’re most likely to connect with environmentally-conscious brands and inclusive experiences. Oh, and the Instagram-bait museum? They’re over it.

The Gen Z target can’t recall a time without technology. Generally defined as those born during the late 1990s to the late 2000s, Gen Z is estimated to have a direct spending power of up to $143 billion in the U.S. alone, according to a recent Frost & Sullivan study. A new trend report, compiled by We’re Magnetic, digs into the characteristics and values that define Gen Z—open-mindedness, pragmatism, creative expression, ambition, healthy hedonism and innovation. Here, we explore the report’s “jumping-off” points for marketers, and what it means for your events.

1. Filters are out.

Gen Z consumers aren’t fans of “living-my-best-life” highlights and macro influencers. Nearly 80 percent of them instead trust a company more if the images they use are not photoshopped. They are looking for consistent and relevant content from companies (82 percent), and they trust a brand more if actual customers are used in its marketing. 

2. Instagram museums are out, too.

Gen Z consumers aren’t falling for static, staged photo opportunities anymore. This generation wants to attend pop-ups and snap pics, too, but the key is to include personalization and allow younger consumers the opportunity to co-create with the brand from their unique perspectives.

3. Art is a passion point.

An interest for Gen Z, according to the report, is modern and urban art. So, strategic collabs and interactive and multi-sensory experiences are likely to attract this generation by appealing to their desire for creative expression. Think artist collabs, sneaker drops and exclusive fashion or merch at events.

4. Retail events are effective.

The majority of Gen Z consumers actually prefer to shop in-person, but they prefer retail environments that are more innovative, tactile, high-tech and interactive. Touching and testing the products is a priority for them, with 75 percent saying shopping in physical stores is better than shopping online. That said, they often take their recommendations from social media—the discovery of a brand is what takes place online.

5. You can bet on gaming.

Video game revenue in the U.S. exceeded $35 billion last year. And since Gen Z is fueling much of the growing popularity of gaming and esports, it behooves brands to embrace gaming culture in events with creative integrations, sponsorships and collabs. The Gen Z generation also enjoys the community aspect of gaming, which allows fans to gather IRL at events, tournaments and meet-and-greets—an area of opportunity for event marketers.

6. Inclusivity is important.

Almost 50 percent of Gen Z consumers identify as a racial or ethnic minority, making them the most diverse generation yet. It follows that brand marketing needs to be representative of that diversity if it’s to be taken seriously by this group. More than 60 percent of Gen Z consumers say they like seeing ads featuring diverse families.

7. Intimate festivals are a draw.

Gen Z consumers are ditching the elevated ticket prices at major music festivals for more affordable events that focus on a specific passion point or genre. Though they still love live music, additional interests include food and beverage, health and wellness, urban/modern art and extreme sports. They’re also receptive to events dedicated to a brand they feel devoted to.

8. TikTok is a preferred platform.

TikTok is huge with Gen Z. In fact, 41 percent of users are between the ages of 16 and 24. So, brands considering targeting this demo should consider building a presence there. The platform has a playful feel and is ideal for lighthearted and comedic content as opposed to the finely curated and filtered content found on other social platforms.

9. Co-creation with brands is in.

The majority of Gen Z consumers, 71 percent, believe that brands should help them achieve their personal goals and aspirations. Many of these folks also want to start their own businesses. To tap into this entrepreneurial spirit, brands can offer classes, workshops and networking events and even enlist them to co-create campaigns and product lines.

10. Shareworthy travel experiences are popular.

Gen Z consumers are willing to spend more for immersive, experiential travel, and they prefer to live like locals—particularly when it comes to food. A whopping 94 percent of Gen Z consumers said they research where to eat before they travel. This group also likes to pay it forward: Almost a third of them planned to give experiential holiday gifts last year.

11. Environmentally conscious-food is appreciated.

Three quarters of Gen Z consumers are willing to pay more for sustainable, “do-good” food. Brands that address issues like food waste, sustainable packaging and cellular agriculture will attract their attention. Consider serving socially-conscious food at pop-ups and events.

12. Lifestyle collabs are hot.

This demographic is more likely to shop brand collaborations—about two thirds compared to half of consumers overall. Luxury and streetwear collabs that produce items at attainable price points appeal to Gen Z consumers’ need for exclusivity. Streetwear collabs are still hot, but lifestyle, home/dorm and travel verticals are gaining in popularity.

13. Personalized product branding is in.

Gen Z consumers purchase products and services that highlight their identity. And 58 percent said they’d pay a premium for such items. Individualized products, experiences and rewards allow the generation to communicate their personal style through branded merchandise. Additionally, 42 percent said they enjoy designing their own products through technology like 3D printers.

14. Customization of personal avatars will continue.

A third of Gen Z consumers said they see no difference between their online and offline selves, and 35 percent say those selves are very similar. It follows that they are comfortable with digital projections of humans, or avatars like Bitmoji, which can be personalized with branded items.

15. AI combined with human interaction is preferred.

The fact that retail spend on AI will reach $7.3 billion by 2022 reflects younger generations’ expectation of personalization in shopping experiences. But customer service with a human touch remains important to Gen Z consumers. Brands employing AI in retail should still incorporate human interaction into an experience.

See this article, along with the rest of the Stories of the Year at EventMarketer.com

BizBash: How VidCon Attracts “the Most Media-Savvy Audience in the World”

Posted by | News | No Comments

The 10th edition of the online video conference targeted Gen Z with colorful, interactive booths and lounges that encouraged creativity.

ANAHEIM, CALIF.—In 2018, VidCon general manager Jim Louderback proclaimed that VidCon attracts “the most media-savvy audience in the world.”

That idea was once again on display at the 10th edition of the convention, its second since being acquired by Viacom. The four-day event, which ran from July 10 to 13 at the Anaheim Convention Center, drew 75,000 fans, video creators, social media influencers, and other industry attendees.

This year, the convention—which was named to BizBash’s list of Southern California’s top 100 events again this year—tested out some formatting changes, most notably with the addition of six-minute case studies, a series of rapid-fire presentations from the likes of Netflix, Microsoft, Chipotle, and Electronic Arts.

The convention also featured the inaugural pet programming zone this year, co-hosted by animal-focused YouTube channel The Dodo. The area offered panels on how to turn your pets into social media stars and featured meet-and-greets with famous animals including Sunglasses Cat, Escobar the Bearded Dragon, and dog and pig duo Pickles and Dill. 

In another shift from previous years, TikTok was arguably the biggest winner of the weekend: The short-form video platform—which has 1.2 billion monthly users and was the third most-installed app worldwide so far this year—had a presence at VidCon for the first time. While popular YouTube creators were given extra security and private transportation after massive crowding in previous years, TikTok stars were still largely accessible to fans, generating the weekend’s biggest buzz.

One place that TikTok stars were not accessible, though, was the platform’s ultra-exclusive—and ultra-buzzy—after-party at Bowlmor Lanes. The guest list was strict: Only creators could enter, meaning fans and marketers were stuck following the festivities from afar. 

One thing stayed the same, though: Brands such as YouTube, Facebook, MTV, Adobe, NBCUniversal, and more asked the Gen Z-focused crowd to embrace their creative sides at colorful, interactive booths, lounges, and activations. Here’s a look inside some of the weekend’s brand highlights.

NBCUniversal

NBCUniversal’s “Share Your Voice” activation, produced by Mirrored Media, encouraged VidCon attendees to discuss all the issues that matter to them, from politics to the influencers they love. Attendees could step into a video booth to record their own segments of Snapchat news show Stay Tuned, where they discussed the causes they’d like to see featured on the news.

NBCUniversal’s “Share Your Voice” activation, produced by Mirrored Media, encouraged VidCon attendees to discuss all the issues that matter to them, from politics to the influencers they love. Attendees could step into a video booth to record their own segments of Snapchat news show Stay Tuned, where they discussed the causes they’d like to see featured on the news. Photo: Mirrored Media

In one area inspired by E! News’ The Rundown, attendees could choose from a menu of phrases—from “Treat Yourself' to “This Is a Case for the FBI”—to have printed on branded T-shirts from a digital printer. They could also help paint a mural by artist Amy Tangerine.

In one area inspired by E! News’ The Rundown, attendees could choose from a menu of phrases—from “Treat Yourself” to “This Is a Case for the FBI”—to have printed on branded T-shirts from a digital printer. They could also help paint a mural by artist Amy Tangerine. Photo: Mirrored Media

In another area inspired by the People’s Choice Awards on E!, attendees could walk down a black carpet and pose for photos and then write in their choices for the awards.

In another area inspired by the People’s Choice Awards on E!, attendees could walk down a black carpet and pose for photos and then write in their choices for the awards. Photo: Mirrored Media

Invisalign

Several brands also activated outside the convention center. Invisalign hosted a 15-foot-tall candy station, which featured 20 candy dispensers in the colors of the Invisalign logo. Each dispenser was custom-engineered by producers Mirrored Media to withstand the weight of the candy and the heat of the sun.

Several brands also activated outside the convention center. Invisalign hosted a 15-foot-tall candy station, which featured 20 candy dispensers in the colors of the Invisalign logo. Each dispenser was custom-engineered by producers Mirrored Media to withstand the weight of the candy and the heat of the sun. Photo: Mirrored Media

Awesomeness TV

Mirrored Media also created two custom photo wall backdrops in the VidCon courtyard, including a custom Awesomeness TV sequin wall.

Mirrored Media also created two custom photo wall backdrops in the VidCon courtyard, including a custom Awesomeness TV sequin wall. Photo: Mirrored Media

Invisalign & Awesomeness TV

The two brands teamed up for a large-scale rainbow slide, produced by Mirrored Media. Guests could race each other on branded slide mats.

The two brands teamed up for a large-scale rainbow slide, produced by Mirrored Media. Guests could race each other on branded slide mats. Photo: Mirrored Media

Read the whole story on bizbash.com.

Event Marketer – “VIDCON 2018: FULLSCREEN ENGAGES GEN Z WITH INFLUENCERS AND MOVIE SCREENINGS”

Posted by | News | No Comments

It’s not easy earning (and keeping) the attention of Generation Z, but media company Fullscreen made it happen at VidCon, June 20-23, with its fifth annual Movie Night series. Taking over the third floor of the Anaheim Convention Center, the brand produced three different after-hours movie-screening experiences geared toward the online video conference’s rabid fangirls and boys.

On the first evening of the event series, in partnership with Fox, Fullscreen presented “Love, Simon,” a film about a gay teen struggling with his sexual identity. The screening promoted the DVD release of the film and included t-shirt giveaways to the first 300 attendees, as well as raffles with prizes including blankets, shirts, cups, phone cases and other film swag. The experience also featured an appearance by two influencers from the LGBTQ community who discussed what the film meant to them, along with the story of their own experiences coming out to family and friends.

The brand’s second experience, created in partnership with Warner Bros., gave attendees the red-carpet treatment ahead of a screening of animated superhero comedy “Teen Titans Go! To The Movies.” While waiting in line to enter the event, attendees could engage with roaming costumed characters from the film and snag branded backpacks and pins. Once inside, fans first stepped into a photo booth featuring custom paparazzi cutouts, mimicking a real film debut. Then it was on to the next photo op, which allowed attendees to insert themselves into a replica version of the film’s promotional poster.

Fullscreen also provided popcorn and soda in branded containers, which attendees could enjoy on beanbag chairs—if they were fast enough to snag one of the coveted seats. And rounding out the event was an appearance by one of the stars of the film—who stayed in character throughout the experience—and a handful of influencers who discussed how the film resonated with them in addition to creating social content.

“Influencers have been able to build a huge following and fan base and they know how to activate and engage their fans,” says Bobby Digiacomo, director-strategic partnerships & events at Fullscreen. “And I think the best thing brands can do is really let the creators do what they do best and create content to get fans excited.”

For the final screening, created in partnership with Universal Studios, Fullscreen presented “Mamma Mia! Here We Go Again” ahead of its July 20 premiere. In addition to participating in an interactive step-and-repeat photo op, attendees could get flash tattoos, take photos with props inspired by the film and toss around beach balls distributed at the beginning of the experience.

“VidCon is a great platform,” says Digiacomo. “This group is mostly female ages 13 to 17, and it’s certainly the Super Bowl event of the year for the age group… So, it was a way of helping our studio partners strategically develop a way for them to stand out from the crowd.” Agency: Mirrored Media, Santa Monica, CA.

Read the entire article HERE

Posted on  by Kait Shea

LiveMe Booth at VidCon 2018

Posted by | News | No Comments

To celebrate LiveMe’s broadcasting community and unique app features, the company once again teamed up with Mirrored Media and opted for an elaborate and eye-catching build designed to entertain the fans that consistently occupied the footprint each day.

Located just inside VidCon’s main entrance, the two-story consumer experience featured a second story DJ booth and adjacent stage for performances and appearances, a branded rotating halo sign, a large die-cut logo, and TV screens showing both live streamed content and top LiveMe broadcasts.

The highlight of the booth was the money machine, which doubled as a shareable photo opp. Guests were challenged to grab as much LiveMe money as they could in the machine that was then redeemable for custom LiveMe swag and giveaways. Some were even lucky enough to walk away with real money, as the DJ occasionally fired off a cash cannon corresponding with in-app live stream gifts.

Awesomeness x Invisalign Glitter Trampoline

Posted by | News | No Comments

The Awesomeness x Invisalign Glitter Trampoline was situated just outside the convention center’s main entrance. Sitting adjacent to the Grand Plaza’s fountain, this photo booth invited guests to enter a trampoline enclosure and jump around while thousands of sequins sparkled and danced around them. The action was captured by a custom array of cameras, providing a 180˚ 3D photo animation that guests could instantly share via kiosks at the activation’s exit. Each photo contained a co-branded Awesomeness and Invisalign overlay. From the outside, the trampoline enclosure had no shortage of branding, with custom wrapped stairs and branded exterior walls that raised high above the fountains, prominently visible throughout the Grand Plaza.

About 4,400 unique photos were captured over the four-day activation.

Cheez x Contentos Booth at VidCon 2018

Posted by | News | No Comments

The Cheez booth gave guests a chance to see their favorite Cheez creators live on the Cheez stage and also engage with the app personally both on stage and on the dance challenge challenge stage.

Led by an energetic emcee, the build featured a stage surrounded by mylar walls, custom lighting, and a colorful branded exterior wall. There was also a dance challenge stage where guests stepped in front of the app to try their best dance moves while a screen allowed everyone to see the in-app experience as well. Staff roamed around to capture the perfect Polaroid photos of guests, which were then added to the physical “blockchain” for Contentos.

Awesomeness x Invisalign Ferris Wheel & Candy Station

Posted by | Events | No Comments

The focal point of VidCon 2018 was once again the 42 foot Ferris wheel that towered over the Anaheim Convention Center’s Grand Plaza. The wheel, which was co-sponsored by Invisalign, had a mesh wrap that encompassed its entire exterior, along with fully branded gondolas, surrounding barricades, and platform rails. Awesomeness provided a unique custom Snapchat filter that guests were encouraged to use as they snapped their own photos while on the Ferris wheel.

While guests waited in line for the Ferris wheel, they were invited to snack on as much free candy as they wanted, courtesy of the Awesomeness x Invisalign Candy Station. This candy station rose 15 feet high and featured 20 candy dispensers that sat atop a co-branded counter. Each dispenser was custom engineered to withstand the weight of the candy and heat of the sun, as such a feat had never been attempted before. Each one contained a different type of candy in Invisalign branded colors of pink, blue, and green. Guests were able to grab a small cup and enjoy the candy of their choice, which all highlighted the benefits of Invisalign’s “Eat What You Want” messaging that was affixed near the top of the display. Various hard candies, gum balls, and popcorn drew kids and adults alike to the beautiful and unique structure. The dispensers had an outer display tube as well, so no matter how quickly the interior contents were devoured, the aesthetics always remained on-brand and colorful.

 

AwesomenessTV Talent Oasis at VidCon 2018

Posted by | News | No Comments

The Hyatt Regency, the official VidCon talent hotel just down the street from the convention center, housed the invite-only Awesomeness Talent Oasis. This 4000 square foot lounge and adjoining outdoor patio provided an exclusive place for Awesomeness talent and VIP guests to relax and recharge during what is always a hectic week at VidCon. The interior featured a light-up bar with food and drinks, comfortable furniture, a Tarte makeup activation with a living wall and neon signage, voter registration, and Awesomeness content. Stay Tuned, Snapchat’s daily news platform, also had a footprint in the space that we produced where its hosts and talent filmed live content each day. Outside on the patio, guests were invited to play games like corn hole and spike ball while surrounded by picturesque hedges and Awesomeness plexi signage.

 

Fullscreen Movie Nights at VidCon 2018

Posted by | News | No Comments
Fullscreen’s 5th Annual Movie Night series at this year’s VidCon in Anaheim, CA, was a stellar opportunity for the company to tap longtime partner, Mirrored Media, to present three of the hottest films of 2018 and give fans a night to remember!  At the screenings of Love, SimonTeen Titans Go! To The Movies, and Mamma Mia! Here We Go Again, guests enjoyed various activations and giveaways including:
 
Love, Simon : This screening featured t-shirt giveaways to the first 300 guests, followed by raffles to win blankets, shirts, cups, phone cases, and other film swag.
 
Teen Titans Go! To The Movies: Guests stepped into a Warner Bros photo booth with paparazzi cutouts to mimic a red carpet opening. Those in line received branded backpacks and pins, while costumed characters from the film roamed the crowd posing for photos.  Guests enjoyed popcorn and drinks from branded cups. 
 
Mamma Mia! Here We Go Again: Guests were able to get flash tattoos and beach balls prior to the movie screening while guests got to step in front of an interactive step and repeat photo booth moment for the yet to be released film. A line of guests took photos with props inspired by the movie.