I had the incredible opportunity to work on the strategy and event production for the SXSW Experiential Premier of Tom Hanks’ Animated Series collab with Playtone: Electric City.
Our team worked hard to create and implement local and national press-worthy buzz and social virality through innovative marketing programs, including secretive events, guerilla and grassroots efforts, promotions, and entertainment. We also handled social media marketing with the goal of creating brand presence and lead generation.
As the Experiential Marketing Manager for this project, I was responsible for the successful ideation, strategy and event production at SXSW for the launch. I managed the project communications across multiple Yahoo digital platforms with internal and external partners, to bring the event to a successful launch.
I also implemented guerilla-style marketing tactics to engage influencers in a secretive event invite for the show launch, resulting in 1.3 million social media mentions of the event. These guerilla tactics were integral to the marketing strategy, as they mirrored themes in the Electric City show, and included digital code deciphering with a tap code created for the show.
I loved that this was a very large and intricate production. It had a lot of moving elements—collaborating with all partners in the development—and I enjoyed watching all the hard work come to life.
View the event invitation: http://schedule.sxsw.com/2012/events/event_OE01778
View the full Press Release here: http://collider.com/tom-hanks-electric-city-teaser/