Leveraging Social Media, NFC and Wearables at Events

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“WEAR” IS THE ENGAGEMENT?!
LEVERAGING SOCIAL MEDIA, NFC AND WEARABLE
TECHNOLOGY AT YOUR NEXT EVENT

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CLARA DE SOTO
CO-FOUNDER, CREATIVE DIRECTOR
@CLEARHARTNY #TECHSYTALK
WWW.VIMEO.COM/CLEARHART

CLEARHART IS AN INNOVATION AGENCY THAT
SPECIALIZES IN BRIDGING ONLINE TO OFFLINE.
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C8
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OUTSIDELANDS
MUSIC FESTIVAL
MANHATTAN
COCKTAIL CLASSIC
SOUTH BEACH
WINE & FOOD FESTIVAL

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65,000 attendees | 1,017 acres | 8 towers | 3 days
@CLEARHARTNY #TECHSYTALK 1: PROBLEM/SOLUTION

+ Client: Esurance
+ Event: Outside Lands Music Festival
+ Location: Golden Gate Park, San Francisco, CA
+ Date: August 9th - 11th, 2012
ACTIVATION DETAILS
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The Insider Band lets Outside Lands Music and Arts Festival attendees stay connected, save
memories, and even win prizes, all with the tap of the wrist. Only AVAILABLE TO 10,000 OF THE
FESTIVAL’S 75,000-A-DAY AUDIENCE, the insider band is the future of concerts.
!
Uniquely connected to each attendee and their Facebook profile, the insider bands allows festival-
goers to tap specially marked towers around the festival to take and UPLOAD PHOTOS, SAVE MEMORIES
LIKE MUSIC SET LISTS, AND REMEMBER breweries and wineries they tried from Outside Lands’s
famous Beer and Wine Lands. Most importantly, users can check in at different stages and
landmarks, see where their friends are checked in, and SEND MESSAGES to their network.
!
When it’s all over, users can relive their favorite moments by accessing an online memory bank full
of photos, music, and cool stuff they did during their epic weekend at Outside Lands.
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+ AUGMENTED SOCIAL
ECHO
+ DEEPER CONNECTION
WITH INFLUENCER
AUDIENCE
SPONSOR SOLUTION
+ INCREASED REACH
+ NEW SPONSORSHIP
+ BEHAVIORAL INSIGHTS
EVENT SOLUTION
+ LOST FRIENDS
+ PHONES DON’T WORK WELL
ATTENDEE PROBLEM:
1: PROBLEM/SOLUTION

BUZZ
July 1st - August 8th August 12st - 20th
of insider band
users retrieved their
memory
bank
66%
!
Posse members
in total were
invited
14,478
Tower Sessions
18,604
Beer/Wine
Lands Taps
11,149
ENGAGE RE-ENGAGE
August 8th - 10th
Registered
Users via
Facebook
8,060
45,000
PAGE VIEWS
1,857,000
SOCIAL IMPRESSIONS
13
sessions/
taps
per minute
18sessions/
taps
per person
9 10,000
sessions/taps
per day
11,548 PAGE VIEWS with users
consuming AVG. 5.1 Pages/Session

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10,000 attendees | 200 tasting tables | 4 events| 1 tent

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+ Client: Esurance
+ Event: South Beach Wine and Food Festival
+ Location: North Venue, Miami Beach, FL
+ Date: February 20th - 23rd, 2014
ACTIVATION DETAILS
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The SavorBand is WEARABLE TECH that lets attendees track and SAVE THEIR UNIQUE
EXPERIENCE at the Food Network South Beach Wine & Food Festival. A national, star-
studded, four-day destination event showcasing the talents of the world’s most renowned
wine and spirits producers, chefs and culinary personalities, now DIGITALLY CAPTURED WITH
THE TAP OF YOUR WRIST. Attendees simply tap this NFC-enabled wristband at specially
marked readers next to whatever they try to store and instantly rate all of their culinary
memories. After the event, attendees use the unique 2-word code embedded on their
SavorBand to access their experience at www.esurance.com/savorband.
!
FOR THE FIRST TIME EVER, SOBEWFF IS AVAILABLE TO-GO.
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+ TANGIBLE
ENHANCEMENT
+ DEEPER
CONNECTION WITH
INFLUENCER
AUDIENCE
SPONSOR
SOLUTION
+ INCREASING VALUE
BEYOND EVENT
+ PRIZING
OPPORTUNITIES
ATTENDEE
SOLUTION
+ LOW IMPRESSIONS BEYOND THE TENTS
+ HUGE MISSED CONTENT OPPORTUNITY
EVENT PROBLEM:
1: PROBLEM/SOLUTION

BUZZ
of savor band users
retrieved their
memory
bank
31%
media impressions
1,341,879
ENGAGE RE-ENGAGE
3,355 PAGE VIEWS with users
consuming AVG. 4.71 Pages/Session
20
sessions/
taps
per minute
14sessions/
taps
per person
4 3,043
sessions/taps
per day
Taps at Food
and Sponsor
Stations
12,214
Foods Rated on-
site
4,689
February 21st - March 1st,
2014
February 20th - 23rd, 2014

C22“This year, we’re excited to work with our new partners at Esurance to utilize NFC technology at our North Venue events.” - Lee Schrager (Interview on the District)
#SAVORBAND
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4,000 attendees | 60 Cocktail bars | 3 floors | 4 hours

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+ Client: Manhattan Cocktail Classic
+ Event: Black-Tie Opening Night Gala
+ Location: New York Public Library 5th Ave.
+ Date: May 11th, 2012
ACTIVATION DETAILS
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With over 60 brands pouring nearly 40,000 cocktails throughout The New York Public Library’s 4
ﬂoors, there’s a lot to keep track of at the Manhattan Cocktail Classic opening night Gala.
!
So the Classic tapped ClearHart Digital for a way to do just that, which they delivered in the form of
Near Field Communications (NFC). Equipping over 3000 of NYC's most distinguished with an
NFC-enabled bracelet, each attendee now had the ability to TRACK EVERY DRINK THEY TRIED. After
registering, an attendee could simply tap their bracelet on the NFC reader atop each speciality
cocktail bar, storing that drink recipe in their Digital Goodie Bag. The following Monday (when
headaches had subsided), Tasting Table sent each registrant a PERSONALIZED EMAIL WITH THEIR
TRACKED RECIPES.
!
To maximize drinks –not phones– in hands, attendees could also LINK THEIR FACEBOOK AND
TWITTER accounts to their unique bracelets. Not to broadcast imbibing, of course, but to instantly
upload pictures from photo booths; auto-check-in on Facebook Places; even Tweet Flavorpill-
curated booze-inspired quotes by famous authors – all with a simple tap of the wrist on specially
marked readers.
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+ QUANTIFIABLE
RESULTS
+ DEEPER CONNECTION
WITH INFLUENCER
AUDIENCE
SPONSOR SOLUTION
+ INCREASING VALUE
BEYOND EVENT
+ PRIZING
OPPORTUNITIES
ATTENDEE SOLUTION
+ NO MEASURABLE ROI
+ LOW SOCIAL ENGAGEMENT + REACH
EVENT PROBLEM:
1: PROBLEM/SOLUTION

BUZZ
of attendees open
their personalized
email after the
event
43%
social impressions on
Facebook and Twitter
1,101,000
ENGAGE RE-ENGAGE
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taps
per minute
33
taps
per person
7
Taps at Drink
and Sponsor
Stations
7,983
Social Taps to
Check-in on FB
and Upload a
Picture
798
of Participants
Connected via
Facebook
90%

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NOTABLE PRESS MENTIONS
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which snowballed
into this...

In the words of Charlotte Voisey, William Grant & Sons
Mixologist and Brand Ambassador,
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“It really kicks up what we’re able to do from a brand
point of view. When you look at this event from a
business side, setting aside the glamour of the cocktails
for a moment, it’s just a really smart, really intelligent
way to really amp up the return on investment,
quite simply, that we get as a brand.”
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HUMAN BEHAVIOR SHOULD
DICTATE TECHNOLOGY,
NOT THE OTHER WAY AROUND
2: CUSTOMIZABLE@CLEARHARTNY #TECHSYTALK

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4: SUMMARY
BENEFITS
CREATES A QUANTIFIABLE LAYER OF MEASUREMENT TO OFFLINE
ENGAGEMENT AND YIELDS VALUABLE ATTENDEE INSIGHTS
VOLUNTARY RE-ENGAGEMENT OFFSITE DOES NOT VIOLATE USER TRUST
LIKE OTHER DATA MINING TECH PLATFORMS
RE-ENGAGEMENT EXPERIENCE PROMOTES AND DRIVES TRAFFIC TO OTHER
EVENT RELATED MEDIA PROPERTIES THAT WOULD OTHERWISE COST
MONEY
TECHNOLOGY IS HIGHLY CUSTOMIZABLE AND ADAPTABLE TO MULTIPLE
SPONSORS AND ACTIVATIONS IN REAL-TIME
CREEPYX

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DEEPER CONNECTION THAT LASTS BEYOND THE EVENT
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3: OPPORTUNITY
@CLEARHARTNY #TECHSYTALK 4: SUMMARY4: SUMMARY

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$1B Investment
@CLEARHARTNY #TECHSYTALK 4: SUMMARY

GRACIAS THANK YOU
© 2014 CLEARHART. ALL PLANS, COPY, IDEAS, ART, LAYOUTS AND OTHER RECOMMENDATIONS MADE BY CLEARHART AND FRIENDS ARE FOR PRESENTATION PURPOSES AND REMAIN THE PROPERTY OF CLEARHART UNTIL
SUCH TIME AS THE PROJECT IS COMMISSIONED. ANY UNAUTHORIZED USE OF THESE PLANS, COPY, IDEAS, ART, LAYOUTS AND OTHER RECOMMENDATIONS IS EXPRESSLY PROHIBITED.

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MAKE BREAKUPS SUCK LESS

Leveraging Social Media, NFC and Wearables at Events

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Leveraging Social Media, NFC and Wearables at Events