VidCon Archives - Mirrored Media

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

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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

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

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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

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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

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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

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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

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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

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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

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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. 

Mirrored Media Wins Summit International Emerging Media Awards for AwesomenessTV

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Mirrored Media is proud to announce that it has won a 2017 Summit International Emerging Media Award with AwesomenessTV for the Vidcon ball pit. This is the second year in a row that Mirrored Media has taken home an Emerging Media award.

2017 Emerging Media Awards:

AwesomenessTV Vidcon Ball Pit: Emerging Media Award – Leader – Trade Show

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
 

Emerging Media Awards Recognizing Visionaries in Our New Forms of Media
The Summit Emerging Media Award evolved through a need to recognize and celebrate creativity, innovation, and those pushing the bounds of creative excellence in all newer forms of emerging media. Traditionally, advertising has focused strictly on the big idea. Today, advertising needs to break new ground to keep up with the ever-changing pace. This
award recognizes communications that keep pace with our times through innovative use of new media. Compete on a global stage, with an international panel of judges and creative from all over
the world.This award is for the marketers, coders, designers, developers, innovators, visionaries and leaders in this exciting new realm of advertising.