With millions of people flocking to summer music festivals and fan road shows, one Orlando, Fla.-based experiential marketing agency is making sure no good data goes to waste.
Beginning last year and running through this summer, beverage giant Diageo, in partnership with lead agency MKTG and experiential firm MVRK, created a branded experiential extravaganza, dubbed Smirnoff House, at several EDM (electronic dance music) concerts.
At each of the activations, MVRK installed a networked system of robotically controlled cameras, interactive screens and, of course, an interactive turntable for fans to engage with.
“The [goal] was for the audience to become active and creative participants rather than just spectators,” explained Steve Alexander, CEO of MVRK.
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