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EXPERIENCE THIS! SOCIAL+LOCAL+MOBILE+LIVE
“SoLoMo”—AKA “social + local + mobile”—is not only a It wasn’t a hard sell but a genuine experience with a
great buzzword, it’s a hugely valuable phenomenon for product that solved a problem. Online response was
any brand seeking to engage people through live events tremendous, with thousands of tweets, photos and check-ins
and experiences. (I think that includes just about every posted from in and around these mobile brand experiences.
brand.) In most cases, people at events are already on
their mobile devices snapping pictures, tweeting and If you want to make your live experience resonate SoLoMo
checking in. By adding social + local + mobile to these style, think about how your activation ﬁts a customer’s need
experiences, we have a chance to engage in a or interest at a particular place and point in time. Facilitate
conversation with attendees on multiple platforms, the conversation: let it be natural and in your customer’s
combining the in-person experience with online in real time voice, but make sure you are giving them compelling
and beyond any single event. reasons to talk beyond your brand or product message.
Use technology to help measure and monitor the
Social makes it easy for your customers to broadcast any conversation, and participate in the conversation to
message in their own voice, but they have to have maximize the impact and turn a point in time into an
something to talk about. Think about your event in terms of ongoing relationship.
telling your story in an interesting way, and what an
attendee might see or want to share. Is there something Madelyn Varella is VP of Digital Strategy.
remarkable or compelling about your product that is “must-
share,” or could it be the activation itself where people to
talk about a great experience they had?
One of the stand-outs at SXSW 2012 was Chevy, which did
a great job of amplifying and extending their reach by
offering attendees a brand experience that addressed a
real need: ﬁnding a ride around town. SXSW is spread out
over dozens of Austin locations, and getting back and forth
between venues can be a challenge. Brand ambassadors
drove branded Chevy vehicles around the streets of
downtown, offering free rides to any attendee. Attendees
ﬂagged down available cars and were taken wherever they
needed to go.