As part of an ongoing celebration for Baldwin Hardware’s 70th Anniversary, MAMA brought our “Baldwin Girls” sporting their Door Couture to the Architectural Digest Design Show in New York City! You may have seen our dazzling models at the 70 Years Bold Event in Las Vegas and they multiplied for the Big Apple. While Baldwin was set to have a booth at the event, we decided to bring some integrated living media to the Expo, bringing in six, striking models to make sure that Baldwin was the name on everybody’s lips!
For their 70th anniversary, Baldwin Hardware wanted to celebrate in style. Baldwin launched a contest, in which designers were encouraged to pitch a design for Baldwin’s 70th Anniversary commemorative doorknob. The winner would be unveiled, along with three Inspired Design Winners, at a swanky bash at the Mandarin Oriental in Las Vegas. Architects, customers, designers, and Baldwin employees gathered to celebrate 70 Bold Years of Baldwin!
We all know the old adage, “if it ain’t broke, don’t fix it,” but in the age of the internet, we know that this isn’t necessarily advice one always follows. Refuse to change and you could become Myspace, change too often and you can spark severe outrage, like Twitter has recently. While Facebook is known for changing their looks, they tend to fall on the slow and steady spectrum of making changes. Most recently, they have announced that they are rolling out a new emoji reaction buttons to revamp their “Like” feature. In the next few weeks, not only will you be able to like something, you will get five new reactions: Love, Angry, Sad, Haha, and Wow. These interactive buttons will allow for numerous reactions to a post, rather than a simple like or comment.
Grease is definitely the word and we decided to help spread it! In anticipation of Fox’s premiere live musical, Grease: Live, Fox hired MAMA to bring the hand jive to Times Square. Because we love creating experiences, we knew this was our moment to bring our electrifying experiential marketing energy to the streets of Times Square. The main goal of this promotion was to promote the live broadcast through a series of surprise and delight activations. But what exactly does that mean?
While they are known as “expos” for short, Expositions are known as one of the best vehicles for you and your brand to make an impression. These conferences take over anything from ballrooms, to huge halls, to entire city blocks, with many vendors attempting to sell their product or brand, such as the Dreamforce conference in San Francisco, which is so large that rickshaws are needed! While a simple booth and and backdrop, manned by your best internal sales people might make it easy to take a simple, unexciting route, to us, it seems like an amazing chance to stand out!
Unless you’ve been living under a rock, you’ve felt the force of excitement that the new Star Wars movie has caused. The world is buzzing about Star Wars and we couldn’t be more excited! We partnered with the Discovery Museum to help spread the word about their Star Wars: Power of Costume Exhibit.
New York City is a strong, fierce, and vibrant city. With recent threats targeting our beautiful metropolis, MAMA wanted to create an important message of solidarity and resilience. Times Square is the center of New York City; not only is it the playground for many of MAMA’s street team and activation staff, but it is also the home of the theatre industry. 300,000 people cross through Times Square every day and the last thing we, as New Yorkers, want is to feel afraid in this epicenter of commerce, arts, and adventure. So today we’re sharing an important message from one of MAMA’s brilliant, fearless promoters, Allison Martin. If we allow terrorist threats and fear to alter the way we live our lives and pursue our dreams, the terrorists have already won. Let us show the world, we are #Unafraid!
What made you want to go into experiential marketing, as opposed to traditional marketing?
Well, I started out producing events even before anyone paid me to do it. So, first and foremost, it was my skillset. This is what I was meant to do, that was clear. Plus, I always found traditional marketing rather boring to execute. As a business owner, there is a lot of money to be made in traditional forms of marketing and advertising, but it’s mind-numbing work. I didn’t want build a team of brilliant, creative people only to subject them to cold calls, list trades, ad buys and the like.
So you pull off a great stunt. You shock. You awe. But you didn’t get any of it on camera? For experiential marketing, documentation is key. While anything can be captured thanks to our smartphones, you want to make sure that you document your activation in the best way possible. This could mean having hidden cameras shooting multiple angles, hiring professional photographers to capture the moment, or using a GoPro camera attached to a key figure in the stunt. Capturing these instances in a variety of ways will allow you to create a video or photo summary of the event that can then be shared on your website, social media platforms, and with your audience. Additionally, you should document reactions, whether in person or on social media, to show that the experience you created had real life results on an audience.
In recent years, Adobe Flash has become an antiquated relic of the internet’s past. As our browsing becomes dominated by touchscreen devices, more and more companies are blocking Flash in favor of HTML5, which doesn’t have Flash’s privacy issues and requires less battery life. As the final nails are placed in Adobe Flash’s coffin, many Flash developers have learned that their skill set is now obsolete and are losing their jobs. While this reality might not affect us as we swipe and tap on our devices, we wanted to confront the people that rely on Adobe: the Advertising world.