Men’s grooming is serious business!

How It'sWilder helped American Crew create a unique event experience.

Capabilities

Social Media, Photography

Deliverables

Social Experience, ROI Reports

Partner

Idea Circle

01. Introduction

In today’s smartphone-centric world, we expect our experiences personalized. American Crew knew their events should meet that expectation, so they turned to a long-time partner, Idea Circle Productions and It’sWilder, in connection with Yellow Umbrella Marketing, to create a one-of-a-kind, personalized social experience for their upcoming “Style for the Road” campaign booth.

Idea Circle, the best place to go for an event or tradeshow of any size, contacted us to begin working with clients interested in a social engagement experience within their tradeshow booth.

One of those clients was American Crew, the professional leader in men’s grooming. Over the course of the year, It’sWilder attended five events where we helped build & manage the American Crew social experience and photograph the event. After each event, It’sWilder submitted Analytic Reports to American Crew, providing detailed information on downloads, sharing, social, and ROI. It’sWilder also shot and published online Photo Sets which captured the booth details and interactions between brand ambassadors, social interactions, and employee demonstrations.

The result wasn’t a one-size-fits-all approach but a specially-crafted experience that helped American Crew stand out in this experience-driven world.

02. Social Experience

We began by exploring different ways for users to experience the thrill of what American Crew was calling their “Style for the Road” campaign. They had partnered with Harley-Davidson Motorcycles and wanted to provide visitors to their roadshow booth a feeling of excitement and roadside Americana.

After some research, we decided to use several iPads running custom branded software in delivering a branded photo for each user. As visitors hopped on the Harley-Davidson motorcycle parked in front of a custom lit backdrop, their photo was taken by a professional photographer alongside American Crew models. After the photoshoot, visitors could instantly see their photos on giant TV screens placed throughout the booth.

Each photo then had custom branding designed and applied at each event by It’sWilder, reinforcing the American Crew brand experience. Once the user entered their email or phone number (allowing American Crew to collect a database of new customers) from the custom-built iPad stands, they could share the branded photos on social media or print them from one of the four printers installed within the booth.

The results were fantastic. The model’s energy and personality created some truly memorable photos for each visitor. And with each photo branded for American Crew with custom graphics by It’sWilder and a unique hashtag, it meant American Crew had a truly shareable takeaway item for its customers.

03. Analytics

After each event, data from the iPads were analyzed and organized into a custom PDF report by It’sWilder for American Crew, giving them an easy-to-understand overview of each event’s ROI, as well as detailed information about sharing habits and the photo experience.

04. Event Photography

In addition, It’sWilder was on hand to photograph the entire experience. Photos of the booth, the social experience, the brand ambassadors, and the employee demonstrations were captured and uploaded into an online album for American Crew and their team.