3M Brand Activation at SXSW
To reach a core target audience, I led a brand partnership with publisher VOX Media at SXSW in 2019. This premier sponsorship included a custom built interactive experience around the benefits of quiet for your wellbeing. To demonstrate 3M Science being applied to life, three specific interactive elements were integrated into the space:
A Quiet Booth showcasing the contrast of quiet to loud music and associated effects on your wellbeing (especially at a festival like SXSW, it’s hard to find a quiet space)
“Shape of Your Voice” which highlighted the impact of a sound wave via glitter on an amp
Quiet Bells that demonstrated the use case of 3M Noise Damping Foil tape
Overview
I played an integral role to establish 3M’s integration in this experience to be engaging, authentic and create an activation that would generate UGC. Additionally, I planned the organic, paid and earned strategy to drive further reach of 3M’s activation outside of SXSW.
The results
I led the creation of a SXSW highlight video distributed to Vox’s Facebook and Instagram garnering over 200K views
The average time spent at the “Experience Sound Booth” was over 2 minutes, resulting in 22+ hours of consumer engagement!
375K+ social impressions with dedicated influencer, Dr. Mike
As the paid social lead and strategist, 3M’s content delivered over 3 million impressions through quality content by delivering a VCR 30% above baselines
I created, edited and posted 40 unique pieces of social content across networks
Social highlights
Content publisher videos
Additional content was created with VOX and leveraged on their owned networks to reach our target audience to show the many ways 3M Science plays a role in your life and most of the time, you don’t even know it!
We see sticky stuff all around us — in our PB&J sandwiches, that bird poop that landed on your shoulder, even the drops of rain on a window. And sometimes we don’t see it at all — like the adhesive that holds together the camera on your smartphone, the glue that sticks a carpet to the floor, the tape that withstands the force and weight of a steel panel. From glues to tapes, the smallest devices to the largest buildings, people have been experimenting with stickiness and its uses for centuries.
Absolute silence doesn't actually exist in nature.
Even in the quietest of spaces, there’s still wind blowing, air conditioners humming, and birds chirping. But there's also a huge field of study devoted to quietness.
Go inside a Minnesota facility that's devoted to studying the science of silence and find out how silence actually became golden.
You're probably no more than 25 feet from the tiny–but mighty–glass bubbles changing everything around the world.
You’re reading this on a backlit screen. Maybe it’s a laptop, or a tablet, or a smartphone. And thanks to a teeny tiny world of structures embedded in the screen, it’s brighter than ever. This repeating pattern of groove-like structures redirects the light so it doesn’t scatter all over the place and instead travels directly to you, saving battery life. This pattern is created by a process called microreplication. And the microscopic structures involved can change the physical, chemical, and optical properties of a variety of surfaces. Microreplication has gone on to improve upon everything from light reflection to functional abrasives to the movement of fluids. What a surprise, then, that such precise technology actually started with one of the clunkiest of classroom staples — an overhead projector
