United States   |  2022

NYX Marketing & Communication Awards (Marcom) Gold Winner Winner

The Future is Frictionless Virtual Event

Entrant Company

Gimbal

Category

Strategic Campaign

Client's Name

Sub-Category

Event Campaign

Experience Level

Internal

When it comes to an omnichannel strategy, the challenge for brands and retailers has expanded from online ordering to fulfillment to how they can provide seamless experiences regardless of when, where, and how consumers choose to engage and transact. Gimbal set out to define and uncover solutions that brands are implementing in order to deliver a frictionless future for customers through an in-house produced virtual event.  We took our original idea to host a product event around our On-the-Way Suite (a curbside pickup solution for mobile orders) and expanded that to be a full-on virtual event incorporating partners and industry leaders from the top retail POS systems, 3D geolocation technology, personalized mobile messaging platforms, and more. We scripted, developed, produced, and hosted the entire virtual event complete with an intro from our CMO, a futuristic video of a seamless customer pickup experience, video interviews and fireside chats with leaders in their respective fields, a product launch demo, and a closing session with remarks from our CEO. Promotional assets included a teaser/splash video, a Cameo video with The Office\'s Brian Baumgartner, custom social media images and assets for partner promotion, a sponsored video ad for our On-the-Way suite, and a fully branded and customized \"snack\" experience for attendees to pick and choose snacks to be delivered prior to the event kicking off - all within a \"frictionless\" theme. Promotion spanned from owned properties including email blasts and social channels, as well as paid media opportunities to garner additional attendance. Post-event assets included a landing page with each session of the event broken out into separate on-demand videos for attendees to view. Over 500 people registered for the event with attendance rearing ~70% - far surpassing industry average.


Credits

VP, Marketing, Gimbal
Liz Weinsten
CMO, Gimbal
Matthew Russo
Sr. Performance Marketer, Gimbal
Thomas Kmett
Creative Director, true[X]
Nat Nguyen
Art Director, true[X]
Renée Lusano
2022
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Entrant Company

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Sub Category

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SOCi, Inc.

Sub Category

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Gravity Global

Sub Category

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Entrant Company

Cultivate

Sub Category

Corporate Identity