What Pinterest, Twitter and Instagram Gain From a Week-Long Beach Activation at Cannes

Social platforms come to life in the sand

Video: Nick Gardner / Editor: Breana Mallamaci

CANNES, France—What does a business that exists almost entirely online get out of building a 2,000-square-foot temporary oasis in the sand? That’s what we wanted to find out here in Cannes, so we dropped by the beach activations of Pinterest, Twitter and Instagram (also Spotify and Google, but those are different videos) to find out.

The activations can top $1 million dollars to construct, furnish, activate and staff, all for less than a week’s worth of physical existence. But for these multi-billion dollar social media platforms, it’s all worth it. We watched last Saturday and Sunday as the frantic finishing touches were put on these seaside activations, so they could be up and running for business Monday morning.

For this video we asked Andréa Mallard, CMO of Pinterest, Helen Stoddard, head of global events for Twitter and Damien Baines, events and industry business marketing lead at Instagram to talk about the importance of bringing their online platforms to life along the French Riviera and beyond.