What does experiential event planning, winning prizes, a huge clothing brand and massive concerts have in common? An amazing brand building activation brought to you by yours truly – Tigris Events!
Tigris is thrilled to team up with Bell Media for experiential event planning for WINNERS at several iHeartRadio music festivals and radio remotes from June through December. iHeartRadio brings music to life; so you can only imagine how amazing their events are. With performances by Hedley, Fifth Harmony, Iggy Azalea and more, these festivals draw in HUGE crowds. Tigris was to provide experiential event planning services for WINNERS activations at 4 upcoming events. These include Calgary: July 8, Vancouver: Sept 3&4, Montreal: Dec 2 and Toronto: Dec 9. There are also 15 radio remotes happening nationwide over a 7 month span.
The first event, iHeartRadio WestFest, was a huge success. Check out the highlight video below!
What’s included in an experiential event? Well, this depends on the brand and the budget. Bell Media & WINNERS had many different components they envisioned for their activation.
The activation for each concert includes inspirational accessory wall, step-and repeat mural wall for photo-ops, along with a Fab Grab machine. The Fab Grab machine allows participants to win WINNERS gift cards, swag and other great prizes.
Our project management deliverables for Bell Media WINNERS included:
These deliverables were completed within a month by our amazing account director, Helene!
Sounds like there was a lot going on, doesn’t it? Let’s get into the flow of the activation so you can envision the event from an attendees perspective. We have a 30 x 10 ft booth so you can’t miss us. From afar, they will see the branded tents and the inflatable Fab Grab machine to capture their interest. Festival attendees are encouraged to pose/take a photo in front of the mural wall and post the photo to social media. There’s even a unique WINNERS Snapchat filter and lens! After posting a photo, you’re able to gain access to the Fab Grab machine. Within the Fab Grab machine are tons of tags – but participants can only keep one – to exchange for an assortment of prizes from WINNERS.
To create an impactful activation that reflected to the look/feel of WINNERS brand vision for the iHeartRadio WestFest event, Tigris was tasked with sourcing branded tents, banners and a fitted table cover for the prize table. We also custom built the sleek/modern accessory wall and sourced the inflatable Fab Grab (re-purposed for the in-store radio remotes).
Tigris sourced/managed a carpenter who is familiar with large, intricate builds while staying on budget to produce the requested accessory wall. The accessory wall was used to showcase the latest fashions available at WINNERS. It was created with automotive for a shiny, glamorous feel that was completely on brand.
The graphic mural wall showcases iconic Alberta rose backdrop and #WINNERSWestFest hashtag. The artist responsible for the WestFest backdrop will complete follow-up murals for Vancouver, Montreal and Toronto. These murals will include iconic cityscapes and landmarks.
Tigris sourced and managed a US-based vendor to manufacture a custom, branded inflatable cash cube. The Fab Grab will be re-purposed for remotes, in addition to follow-up iHeartRadio music festivals throughout Canada. There was a line up for 8 continuous hours with festival go-ers eager to get inside and win a prize.
Overall WINNERS iHeartRadio WestFest was a complete success! The experiential event planning process was streamlined and efficent. Below are a few customer and staff comments:
Everyone was excited for a chance to get a prize; some wanted a gift card, others a t-shirt. Even the smaller prizes like the beauty packs or socks (for men) seemed to make customers very happy! – Tigris BA
I’m excited to use the $100 gift card that I just won. Let’s hit Winners tomorrow, maybe we could find a pair of shoes like the ones on the accessory wall over there. – Customer
I loved the Fab Grab! I got a necklace and it’s beautiful! – Customer
This mural wall is excellent! It’s so colourful! – Customer
This event was a lot of fun to plan and we are thankful for the opportunity to create something so amazing for WINNERS. What’s next for Tigris? We’ll be preparing for iHeartRadio Beach Ball in Vancouver Sept. 3-4.
Many of our clients are unaware that Tigris is more than just a staffing agency. In 2013, we legally dropped ‘personnel’ from our name and have officially re-branded to Tigris Events Inc. When anyone thinks about events, we want them to think about Tigris! Our core competencies span creating, planning AND staffing events. Our diverse portfolio includes non-profit events Toronto and nationwide across Canada. We also plan experiential marketing campaigns and promotional activations for clients big and small.
Contact Tigris today for a free quote on our multiple services. We have over 2,000 dynamic events staff nationwide across Canada to bring your brand to life!