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CES 2013 RECAP - TH Productions

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CES 2013 RECAP - TH Productions Powered By Docstoc
					CES 2013 RECAP
     JANUARY 4th & 8-11th
           LAS VEGAS, NV
   Prepared for R&R Partners
           January 21, 2013
                                                      TABLE OF CONTENTS
                                                                             Click Black Headers to Jump to Section




    1. OVERVIEW                 2. PRODUCTION         3. ACTIVATION                 4. RESULTS

    Introduction                 Project Management   Fry’s Event (1/4/13)        Metrics
    Goals                        Staffing              Airstream Party             Feedback
                                                      R&R Lounge                  Key Learnings
                                                      Free WiFi
                                                      Charging Stations
                                                      Photo Booth
                                                      Tote Bags
                                                      Golden Tickets
                                                      Product Demos
                                                      Snacks!
   Click TH logo to return to TOC at anytime!




TH PRODUCTIONS                                                                                        WD CES 2013
                 OVERVIEW
                 From the very beginning...




TH PRODUCTIONS                          WD CES 2013
                                       OVERVIEW

                 INTRODUCTION
                 TH partnered with R&R Partners and Western Digital
                 to create a relax & recharge lounge at CES 2013.

                 The activation took place in the Central Plaza outdoor
                 area, directly in front of the Las Vegas Convention
                 Center. Utilizing WD’s existing custom airstream to
                 showcase WD products, TH created a full scale
                 lounge, complete with all the necessities a CES
                 power-attendee would need. With average lounge
                 times of 25+ minutes, over 3,000 CES attendees
                 enjoyed a positive and immersive WD brand
                 experience.




TH PRODUCTIONS                             OVERVIEW / WD CES 2013
                                       OVERVIEW

                 GOALS
                 The following goals were identified before the event,
                 and TH worked to reach these goals and key
                 consumer messaging takeaways throughout the
                 activation:

                 •    Raise brand awareness of WD’s new
                      “absolutely” tagline, which represents the
                      certainty and confidence people can have with
                      WD.

                 •    WD’s ultra-fast routers, centralized storage
                      devices and media players can connect your life
                      - saving is just the beginning; WD offers a wide
                      portfolio of consumer products to help
                      consumers get more out of their digital lives.

                 •    Join the conversation! To continue the brand
                      conversation and experience, we encouraged
                      attendees to make social connections to WD’s
                      online platforms.




TH PRODUCTIONS                             OVERVIEW / WD CES 2013
                 PRODUCTION
                  How it all came together!




TH PRODUCTIONS                                WD CES 2013
                             PRODUCTION

                 PROJECT MANAGEMENT
                 TH oversaw all on-the-ground operations of the
                 project, including liaising with union organizations,
                 coordination of inbound and outbound shipping, labor,
                 catering, load-in and load-out, setup and strike,
                 electrical, signage installation, tenting, internet,
                 charging stations, and decor - including a quick trip to
                 Ikea (in Los Angeles) for the perfect on-brand rugs!

                 TH handled all logistics and coordination of the
                 airstream transport from its home in Mission Viejo,
                 CA, to the CES show site in Las Vegas, NV.

                 Additionally, TH managed pre-departure checks and
                 airstream repairs, ensuring that this mobile product
                 showcase was in show-shape and ready for the
                 thousands of CES attendees that would be visiting,
                 learning, and interacting inside of it.




TH PRODUCTIONS                          PRODUCTION / WD CES 2013
                             PRODUCTION

                 STAFFING
                 TH handled all aspects of Brand Ambassador staffing
                 and training, ensuring that all key consumer
                 takeaways and messaging points were
                 communicated.

                 Additionally, TH’s Brand Ambassadors were the
                 smiling faces of the activation, warmly welcoming
                 consumers to the lounge, educating them about the
                 offerings, and introducing them to WD reps to further
                 deep-dive into product comparisons and
                 specifications.




TH PRODUCTIONS                          PRODUCTION / WD CES 2013
                 ACTIVATION
                  FRY’S ELECTRONICS
                         1/4/13




TH PRODUCTIONS          ACTIVATION / WD CES 2013
                                                                  ACTIVATION

                                FRY’S ELECTRONICS (1/4/13)
                                To increase brand and product awareness, the WD airstream traveled
                                to Fry’s Electronics, a key retail point-of-sale partner and reseller of
                                WD products.

                                The WD airstream arrived to a reserved area of the parking lot, in
                                close proximity to the main store entrance. The 4-hour activation
                                created significant buzz for products, WD at CES, and drove
                                consumers inside to redeem promotional coupons.

                                Activation Elements:
    PRODUCT DEMOS   GIVEAWAYS   Tote Bag Giveaways
                                Golden Tickets
                                Product Demonstrations
                                Snacks & Refreshments
                                One-on-one consultations
                                Drive-to-store 20% off WD Coupon

                                Prize Giveaways:
                                (4) My Net N900 Central Routers
                                (2) My Book Live Personal Cloud Storage




     FOOD & DRINK     FUN!




TH PRODUCTIONS                                                           ACTIVATION / WD CES 2013
                    PHOTOS
                               FRY’S




TH PRODUCTIONS   ACTIVATION / WD CES 2013
                   ACTIVATION
                 Did WD have the ultimate CES lounge?

                             #absolutely




TH PRODUCTIONS                              WD CES 2013
                                              ACTIVATION ELEMENTS




  AIRSTREAM PARTY   RELAX & RECHARGE LOUNGE           FREE WIFI            CHARGING STATIONS




   PHOTOBOOTH              TOTE BAGS            GOLDEN TICKET WINNERS       PRODUCT DEMOS




TH PRODUCTIONS                                                          ACTIVATION / WD CES 2013
                                                                                ACTIVATION

                                               AIRSTREAM PARTY
                                               To truly generate buzz and awareness, the WD CES 2013 booth
                                               turned into a full-blown press and influencers event on Tuesday,
                                               January 8th from 4-7pm.

                                               Attendees were treated to a great selection of appetizers and drinks,
                                               while continuing to learn about WD products in a relaxing
                                               environment.

                                               Las Vegas Club deejay DJ OB-one provided an eclectic array of
                                               music, playing recognizable favorites and creating a cutting edge yet
     FOOD & DRINK   LAS VEGAS CLUB DJ OB-one   equally inviting atmosphere.




    PRODUCT DEMOS            FUN!




TH PRODUCTIONS                                                                         ACTIVATION / WD CES 2013
                    PHOTOS
                       AIRSTREAM
                               PARTY




TH PRODUCTIONS   ACTIVATION / WD CES 2013
                    PHOTOS
                       AIRSTREAM
                               PARTY




TH PRODUCTIONS   ACTIVATION / WD CES 2013
                                                  ACTIVATION

                 RELAX & RECHARGE LOUNGE
                 With hundreds of exhibits to see at CES, attendees naturally needed a
                 place to relax & recharge. WD’s lounge provided a sanctuary for
                 many, offering guests the resources and environment to recharge -
                 both themselves and their mobile devices!

                 The lounge saw high average dwell times on all event days, as
                 consumers truly felt comfortable, welcome, and thankful to be able to
                 utilize the space.




TH PRODUCTIONS                                           ACTIVATION / WD CES 2013
                    PHOTOS
                                  CES




TH PRODUCTIONS   ACTIVATION / WD CES 2013
                    PHOTOS
                                  CES




TH PRODUCTIONS   ACTIVATION / WD CES 2013
                                                    ACTIVATION

                 FREE WIFI
                 During CES, internet service providers were charging $99/day for
                 internet access, while 3G and 4G data networks were bottlenecked
                 due to the heavy traffic strains.

                 WD’s lounge provided a reliable, ultra-fast, connection, further instilling
                 WD’s commitment and understanding of the importance consumers
                 place on monitoring, engaging, and connecting to their digital life.




TH PRODUCTIONS                                              ACTIVATION / WD CES 2013
                                                  ACTIVATION

                 CHARGING STATIONS
                 To give attendees that extra boost of power, TH provided branded WD
                 charging stations with digital lockbox codes.

                 Consumers were easily able to open an unused lockbox, enter a code
                 of their choice, and explore the activation space while their digital
                 devices charged securely.

                 Charging stations featured an array of adapters, ensuring compatibility
                 for practically any device that consumers had.

                 Many attendees exclaimed that these were the “best thing they’ve
                 seen at CES, yet!” and we had many repeat visitors who were thrilled
                 that WD was coming to their smartphone’s rescue.




TH PRODUCTIONS                                           ACTIVATION / WD CES 2013
                                                  ACTIVATION

                 PHOTOBOOTH
                 To further engage guests, TH handled all aspects of a digital
                 photobooth, allowing guests to take their photo with show girls,
                 Elvis, and their choice of multiple landmark Las Vegas
                 Backgrounds.

                 Immediately following their photo, guests received a high-res print,
                 as well as the option to immediately share on their social networks.




TH PRODUCTIONS                                            ACTIVATION / WD CES 2013
                                                 ACTIVATION

                 TOTE BAGS
                 For lasting consumer takeaways, Brand Ambassadors welcomed all
                 guests with a branded WD tote bag, with valuable product information,
                 promotional discount cards, and branded pens.

                 Brand Ambassadors kept consumers excited with Golden Tickets in
                 winning bags, entitling guests to win an array of WD and partner-
                 brand prizes.




TH PRODUCTIONS                                          ACTIVATION / WD CES 2013
                                                  ACTIVATION

                 PRODUCT GIVEAWAYS
                 Many guests of the WD CES booth left with more than they came with!

                 Throughout the week, guests were instructed to check the back of
                 their WD brochures for an instant-win Golden Ticket. In addition to
                 flagship WD products, Spotify and TuneIn branded products were
                 distributed to increase winner engagement.

                 (10) My Passport Portable Hard Drives
                 (2) WD TV Live Media Players
                 (1) WD TV Live Hub Media Center
                 (2) My Net N600 Routers
                 (2) My Net N750 Routers
                 (2) My Net N900 Routers
                 (2) My Net N900 Central Routers
                 (4) My Book Live Personal Cloud Storage
                 (20) Spotify 3-Month Premium Memberships
                 (300) Spotify 1-Month Premium Memberships
                 (4) TuneIn branded Headphones

                 When consumers won products, WD reps were on hand to fully
                 demonstrate and educate consumers on their new digital devices.




TH PRODUCTIONS                                            ACTIVATION / WD CES 2013
                                                 ACTIVATION

                 PRODUCT DEMOS
                 For a truly immersive WD brand experience, CES attendees could
                 deep-dive with experienced WD reps inside the airstream to learn
                 more about new products and interact in real-time, with one-on-one
                 break out sessions.

                 Consumers were thrilled with the resources on-site to help them learn
                 more about WD products, and how they can implement WD solutions
                 in all aspects of their digital lives.




TH PRODUCTIONS                                           ACTIVATION / WD CES 2013
                        RESULTS
                 Prizes, feedback, key learnings & more!




TH PRODUCTIONS                                  WD CES 2013
                                                      METRICS

                 FRY’S EVENT: FRIDAY JANUARY 4, 2013



                 PLEASANT, LOW 50’S, SUNNY



                 QUANTITATIVE METRICS
                 COUNT OF PASSERSBY: 275
                 COUNT OF AIRSTREAM ENTRY: 245
                 PRIZE GIVEAWAYS: 4




                 FEEDBACK
                 Consumers were appreciative of one-on-one time with WD
                 reps, which enabled them to make calculated purchases
                 inside Fry’s. One customer proudly came back to the
                 airstream after his purchase of a WD N900 Central router.

                 KEY LEARNINGS
                 Drive-to-retail 20%-off promotional coupon for Fry’s was valid
                 for 1/5 - 1/11, whereas activation was on 1/4. In the future,
                 ensure that promotions are properly aligned with activation
                 date and time for immediate consumer redemption.


TH PRODUCTIONS                                        RESULTS / WD CES 2013
                                                       METRICS

                 EVENT DAY 1: TUESDAY JANUARY 8, 2013



                 LOW 50’S, SUNNY



                 QUANTITATIVE METRICS
                 COUNT OF PASSERSBY: 234
                 COUNT OF LOUNGE ENTRY: 1168
                 COUNT OF AIRSTREAM ENTRY: 350
                 PARTY ATTENDANCE: 437
                 PHOTOS TAKEN: 240
                 PRIZE GIVEAWAYS: 43
                 FOURSQUARE CHECK-INS: 32
                 FEEDBACK
                 “This is the best booth at CES; love the charging stations!” “I
                 love that you have adapters, even for my Samsung Galaxy
                 phone. Nobody ever has these!”

                 KEY LEARNINGS
                 While the WD router could assign up to 253 IP addresses,
                 network extenders and additional N900 routers had to be
                 added to ensure maximum performance and range for
                 consumers in the WiFi lounge area.




TH PRODUCTIONS                                         RESULTS / WD CES 2013
                                                    METRICS

                 EVENT DAY 2: WEDNESDAY JANUARY 9, 2013



                 HIGH 40’S, BRISK, SUNNY



                 QUANTITATIVE METRICS
                 COUNT OF PASSERSBY: 812
                 COUNT OF LOUNGE ENTRY: 945
                 COUNT OF AIRSTREAM ENTRY: 410
                 PHOTOS TAKEN: 215
                 PRIZE GIVEAWAYS: 61
                 FOURSQUARE CHECK-INS: 18



                 FEEDBACK
                 Attendees who had attended our party last night were back
                 today talking about how much fun they had at our Airstream
                 Party. “Everybody is talking about your booth!”

                 KEY LEARNINGS
                 Many consumers were interested in the new AC router
                 announcement. Additional product information/signage on-
                 site would help drive awareness and complement the press
                 announcement.



TH PRODUCTIONS                                       RESULTS / WD CES 2013
                                                    METRICS

                 EVENT DAY 3: THURSDAY JANUARY 10, 2013



                 CHILLY, WINDY



                 QUANTITATIVE METRICS
                 COUNT OF PASSERSBY: 770
                 COUNT OF LOUNGE ENTRY: 936
                 COUNT OF AIRSTREAM ENTRY: 300
                 PHOTOS TAKEN: 192
                 PRIZE GIVEAWAYS: 74
                 FOURSQUARE CHECK-INS: 19



                 FEEDBACK
                 “I’ve had WD hard drives since when they had only 10GB of
                 storage - you have a customer for life!”

                 KEY LEARNINGS
                 Some attendees on Day 3 had just discovered the WD booth.
                 Raising more awareness to drive perimeter traffic with
                 billboards/other directional signs would be helpful.

                 Example: Audi had attractive Brand Ambassadors stationed
                 around CES who simply held arrows pointing in booth
                 direction.

TH PRODUCTIONS                                      RESULTS / WD CES 2013
                                                       METRICS

                 EVENT DAY 4: FRIDAY JANUARY 11, 2013



                 LOW 40’S, CHILLY



                 QUANTITATIVE METRICS
                 COUNT OF PASSERSBY: 248
                 COUNT OF LOUNGE ENTRY: 389
                 COUNT OF AIRSTREAM ENTRY: 160
                 PHOTOS TAKEN: 87
                 PRIZE GIVEAWAYS: 103
                 FOURSQUARE CHECK-INS: 8



                 FEEDBACK
                 ”This has been my favorite booth at CES; I’ve stopped by
                 every day!” “We had to check out from the hotel at 11am, so
                 we came here before we left for the airport. This works
                 perfectly, thank you!”

                 KEY LEARNINGS
                 Ship less collateral overall; Day 4 tote bag inventory was still
                 high. 10,000 totes were shipped, while 2,575 were distributed
                 over the 4-day event span.



TH PRODUCTIONS                                         RESULTS / WD CES 2013
                         APPENDIX

DETAILED DAILY METRICS




 TH PRODUCTIONS           RESULTS / WD CES 2013
                                 APPENDIX

DETAILED DAILY PRIZE GIVEAWAYS




 TH PRODUCTIONS                   RESULTS / WD CES 2013
                 APPENDIX




TH PRODUCTIONS    RESULTS / WD CES 2013
                 APPENDIX




TH PRODUCTIONS    RESULTS / WD CES 2013
                 APPENDIX




TH PRODUCTIONS    RESULTS / WD CES 2013
                 APPENDIX




TH PRODUCTIONS    RESULTS / WD CES 2013
                                                  THANK YOU

                                   Tristan Brennan                     Caitlyn Norling
                                      President                    Associate Producer
                             tristan@thproductions.com          caitlyn@thproductions.com

                                 Kaysen Brennan                       Joss Pioffet
                                Account Manager                   Production Assistant
                            kaysen@thproductions.com             joss@thproductions.com

                                   Matt Bishop                         Jason Mills
                                    Producer                        Network Engineer
                              matt@thproductions.com             jason@thproductions.com


TH PRODUCTIONS | 599 BROADWAY, 10TH FLOOR | NEW YORK, NY 10012 | P 646.649.4515 | F 212.695.6301 | WWW.THPRODUCTIONS.COM

				
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