Aug 08 2018
How do you get the attention of boating media editors whom are invited to dozens of incredible press events every year? Produce a disruptive event invitation. To stand out in Public Relations you have to disrupt.
The invitation is one of the most important elements of the entire event production. The invitation also sets the tone and expectations of what the attendees will experience. A well crafted and executed invitation can bring your brand to the forefront and set the stage for an epic event. You have to have people attend the event to have an event. Our strategy related to this specific event entailed a custom printed video book with personalized invitation video.
LOOK Marketing received two 2018 ADDY awards from the American Advertising Federation Space Coast Chapter for the production of a Press Event Video Invitation for client Sea-Doo watercraft. The two 2018 ADDY awards received for this project included; Judge’s Choice Award and Gold Addy for the category of Card, Invitation or Announcement.
Produce an invitation that disrupts normal in-mail and introduces the brand’s new model year campaign and key messaging. The goal was to create an invite that intrigued and demanded invitees to attend the event and learn about the new product.
Press Event Video Invitation Project Strategy
LOOK Marketing would design a physical, video book invitation that would be sent by express mail to targeted editors. The book visuals would include key message copy and high level event details including location and dates over imagery of the actual event location. The auto playing video included a brand hype reel and a personal, event invitation message to to engage media through a sensory experience of visual, audio and tactile modes. The three sensory modes would work together to help convey Sea-Doo’s 2018 story theme of “Escaping the Everyday” with Sea-Doo.
Targeted North American and international marine media and regional vertical and general press received the video invitation. The invitation set the tone for the Sea-Doo “Escape the Everyday” Press Event. It immediately pulled invitees into the world of Sea-Doo by sharing a unique, adventure-themed video.
The video began with auto play when the book was opened. It opened with vintage clips of Sea-Doo watercraft, sharing the news that 2018 marked 50 years of Sea-Doo revolutionizing the personal watercraft industry and followed by teasing the 2018 adventure-ready platforms.
A glimpse of everyday epic adventures being lived out by Sea-Doo riders around the world would follow the 2018 launch reveal. The video then invited them to attend the made-for-media event to experience their own epic adventure on the Colorado River aboard the all-new 2018 Sea-Doo models. The video invitation culminated with imagery of the natural beauty of the epic event location, and how the PR team would ensure a production and fun event.
The video invitation generated exceptional results. 91% of the media targeted by LOOK attended the press event. Feedback from the media also noted the invitation strongly influenced their decision to attend. Three mainstream media noted that the invitation alone intrigued them enough to attend, where a traditional letter or e-mail invite would not have. Four boating media noted this was the best press event invitation they had received in years. This invitation was the first step in a complete brand immersion that carried the key messages from invitation to published articles. #lookatus
Event Invitation Project Awards
ADDY: Judge’s Choice Award
ADDY: Gold Award-Card, Invitation or Announcement
Select Published Media Generated By The Event – (three of the 21 published articles)
Mar 04 2018
LOOK Marketing was recognized by the American Advertising Federation Space Coast Chapter with two 2018 ADDY awards for its video production and interactive branded content. The winning project was produced for client Sea-Doo, partnering with Boating Magazine titled “Summer Spring.”
Produce and publish via digital platforms a branded content video. The feature article and video should showcase how easy it is to have ‘one fun day’ with Sea-Doo watercraft.
Branded Content Project Strategy
LOOK Marketing would leverage the topical ‘record heat’ of summer through a branded video. The LOOK produced video would highlight the experience of escaping the summer heat by riding Sea-Doo watercraft at Florida’s refreshing and picturesque Silver Springs. That video would then be shared on the media partner’s digital platforms including Facebook and their website. Then Sea-Doo would share the posted video on their Facebook page.
Follow a young family as they explore Silver Springs, Florida, where they show you that even in a more laid-back setting your PWC can still give you an escape from the everyday.
You get to see the family enjoying the peacefulness of the springs by exploring the crystal-clear waterways at a much more tranquil pace. This helps them to enjoy snacks and take a peek at the marine and wildlife life along the way.
The laid-back environment allows them to spend some quality time as a family as well as giving them an opportunity to relax at the nearest tree branch while having some fun, making memories and cooling off. What better way to beat the heat then a day on the water!
Sea-Doo and Boating Magazine shared the branded content video on Facebook, reaching over 677,000 fans between the two pages. Boating Magazine additionally published a companion article on their website.
ADDY: Film/Video/Sound Branded Content More than :60 seconds
ADDY: Online/Interactive Branded Content & Entertainment
LOOK’s awards and accomplishments.
Jul 04 2017
Video production can break down barriers. One of the barriers to purchase and re-purchase recreational products is for the consumer to carve out time in their busy schedules to enjoy the use of the product – be it boats, motorcycles, off road vehicles, bicycles, snowmobiles, personal watercraft, etc.
The reality is, a memory of a lifetime usually takes place in a short moment. Our most recent web video campaign for client Sea-Doo showcases how you, and your family and friends, can have more fun in one fun-filled, action packed, epic adventure day on your rec product than in a month or summer of the ordinary. These branded content videos showcase the value of how living the Sea-Doo Life, even if only one day, can be worth every penny.
This series will include five videos. Two of the videos have been published on Sea-Doo’s social channels – as of July 4th. The first featuring social media superstar, teen heart throb, and handlebar athlete Hayes Grier who lives on Lake Norman in North Carolina. Hayes shows how he and his buddies have One Fun Day. His family and friends live the Sea-Doo Life lake front style using the recreational segment models of the Sea-Doo line.
The second video production is performance model focussed and was strategically scheduled to post leading into the July 4th time frame to inspire true independence with wounded military veteran and professional athlete Anthony Radetic. Radetic and his family travel together to various personal watercraft races around the US and world. This allows them to spend quality time together and supports Anthony’s drive to be independent, free of his wheelchair, while feeding his competitive spirit.
This is the perfect July 4th story for the Sea-Doo brand. Enjoy One Fun Day with the Radetic Family
Follow Sea-Doo Social Media to see the next three ‘One Fun Day’ videos and learn how Fun runs in the Sea-Doo family.
Jan 20 2016
Proper marketing does not consist of picking a few items off of a menu. If a business wants real return on their marketing efforts the entire branding process must be able to connect ALL the dots.
During a recent excursion to a candy store in Savannah, Georgia we were captivated by the process of making taffy and packaging it for immediate purchase (and we felt compelled to capture it with our Sony A7S). This store did it right. Of course Taffy can be made and wrapped in a back room but that’s not engaging. They do it right. In addition to the delicious aromas flowing out of the open doors was a taffy kluge. The process was fascinating and engaging and it makes you want to buy some taffy because you were involved in the process.
The other element of the process that stood out is how it is methodically connected. If just one piece was missing or out of line, all the candy would fall to the floor and not reach it’s final destination of consumption. This goes for all effective marketing. The brand communication and promotion must be connected to get to the end result. And when it does, it’s so delicious. #BESEEN