Connected Experiences Index 2019 - Exploring the power of experience across the US and Europe
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Connected Experiences Index 2019 Exploring the power of experience across the US and Europe
Connected Experiences Index 2019
Contents
03 11 13 54
Summary Methodology UK & Europe Index US Index
Introduction Process More than a game Go With The Fake
Insights Methodology The Most German Google Home Mini Pop Up Tour
Conclusion Award Winners Supermarket in the World re:Invent 2017
Collaborate Conference Hey Google @ CES
HIIT On The Pitch iHeartRadio Jingle Ball
Grease Slumber Party The Good Place at Comic Con
Adobe Summit 2018 Google Cloud Next
Farewell Yellow Brick Road Today at Apple
Mind the Gap 2018 CES Keynote
Project84 Forever Taco Bell
BVG x Adidas Farewell Yellow Brick Road
Go Faster Las Vegas Desert Lights
Lumiere London 2018 The Power of SHE
The Android Works SXSWestWorld
The Wayback Trump Presidential Twitter Library
Football Decoded Fortnite @ E3
Converse: The One Star Hotel Neighborhood of Good
The Tunnel Club The Spotted Cheetah
The Coffee Line Ranger Reveal
Recruiting Car Aeronaut Music Experience
Valentine’s at Greggs
02
Connected Experiences Index 2019
Introduction
From product launches to conferences, sentiment across several, though not all, social platforms. Sector Trends
exhibitions to live brand experiences, Measuring social mentions is important, since it ensures
This year the technology and entertainment sectors
the quality of social engagement as well as the quantity.
‘experience’ is now firmly established as a feature most prominently, with the largest number of
We have also analysed every experience to explore what
vital strategic pillar for B2B and B2C brands brand experiences ranked in the top 20 across both
drove social amplification and provided data analysis
worldwide. Imagination has developed regions. The public sector came next, followed by the
through word clouds and audience demographics.
the Connected Experiences Index Report in automotive and gaming sectors.
The Index is compiled of award-winning projects from
order to showcase the power of experiences a broad range of recognised awards organisations,
and – crucially – how they can be tracked, focusing on all experience categories. The data we used
measured, and therefore ranked. for the Index has been gathered via Pulsar, a global social
listening platform and analysed by our dedicated team
The report is an impartial piece of research, published of data strategists.
annually, that shows tangible ROI through social
amplification, connecting the experience with a far wider The variety of sectors, types of experiences and strategic
audience than those in attendance. Now in its second approaches that brands have taken to amplify their
year, we have expanded the report to cover the UK/ experiences has been impressive. We examined the top 20
Europe and the US, with a top 20 for each region. The experiences for each region to explore the strategic sector
Index ranks brand experiences in order of success, based trends. We also looked more closely at the key behavioural
on engagement, measured by social mentions and brand experience principles used to drive social amplification
03
Connected Experiences Index 2019
Tech sector
Entertain and learn
Creating a live Experience Platform to engage out from the competition. One thing that achieved the
audiences directly is a very effective way desired cut-through was Google’s ‘Hey Google’ experience
at CES. It created a showstopping three-story ‘town house’
for technology brands to amplify buzz via
to bring the end-to-end customer experience to life.
social channels to the wider community.
Engaging activations and screens showcased how easy it
Branded conferences, created and owned by the brand, is to remotely control your home using Google Assistant -
provide a unique opportunity to gather industry peers which meant nobody was talking about Alexa that year!
together to dive into the company’s products and services Technology brands in our Index have successfully
in a dedicated space and timeframe. Amazon Web delivered the same level of human connection in
Services’ re:Invent Conference created a ‘campus’ to take B2B as in B2C customers via brand experiences.
guests on a journey of AWS’ latest tools, which included The audience personality data has shown that
lighthearted games and fitness classes. This helped to people are eager to experience new things, open
create a fun atmosphere while learning about its new to new ideas, and seek out opportunities to improve
technologies - resulting in huge sharing on Twitter. themselves. Therefore, by understanding those
Exhibitions that are part of a larger event have the needs, it is important for brands to empower
advantage of access to media crowds and new customers. audiences to learn new things while still keeping
However, brands definitely needed to work hard to stand it interesting and fun.
04
Connected Experiences Index 2019
Entertainment sector
Celebrate the shared moments
The entertainment sector includes TV series, The Good Place, created a replica of the show’s
shows, radio and music, and has the neighborhood that allowed fans to immerse themselves
in iconic scenes and take pictures and videos which were
strongest emotive media that resonates with
shared online.
audiences everywhere. Brand experiences
bring shared moments from the screen Entertainment’s brand experiences achieved the highest
sentiment score overall. Key words such as amazing, iconic,
and speaker to life. This allows the fans
incredible and surprise, are commonly seen across this
to truly celebrate their idols as well as type of experience. Audience personality data has shown
actively take part; deepening the emotional that these people are sentimental, with a desire for both
connection and creating lasting memories. connectedness and self-expression and also pride in the
community they belong to.
Sir Elton John’s final world tour ‘Farewell Yellow Brick
Road’ exemplified this by creating an immersive VR Entertainment brands can learn from this
experience that acted like a time machine by bringing the by immersing their intended audiences throughout
visceral energy of his most famous performances to life. a journey, either digitally, physically or both,
Meanwhile at ComicCon in America, NBC comedy TV creating a platform to celebrate those emotional
moments together.
05
Connected Experiences Index 2019
Public sector
Spark conversation
The public sector, including government lost men on 84’s website took the conversation further. Public sector organisations and brands need to craft
authorities or NGOs, features almost Taking on the cause that art is for everyone was Lumiere their message and engagement far further than
London, who set about liberating creativity from museums simple campaign reach. Creating an inspiring brand
as prominently as the technology and
and bringing it to the streets. Stunning light installations experience is the key to sparking real conversation to
entertainment sectors. Brand experiences
made by global artists transformed a total of 54 London shift opinion and ultimately change public behaviour.
are used very effectively to deliver a buildings that are often gone unnoticed. This event had
deeper engagement with audiences real talk power with people all over the world sharing their
in the live space and then reaching far pictures with the #lumierelondon hashtag.
beyond, by creating genuine and moving Most public campaign objectives are about raising
conversations about powerful topics. awareness and increasing engagement. The experiences
featured in the Index have achieved both objectives by
Project84 achieved this when they partnered with artist creating real conversations among the public, going
Mark Jenkins to inspire some much needed conversation beyond ‘one way’ media. The audience data showed that
and action around male suicide. Jenkins created 84 life- the audiences are notable for their empathy, challenging of
size male sculptures and placed them precariously around authority, independence of mind and a desire to take care
the edges of tall buildings along London’s Southbank. It of people around them.
instantly got people talking while the real-life stories of the
06
Connected Experiences Index 2019
Gaming & automotive sector
Power of UGC
The gaming and automotive sectors both allowed the public to step into the spotlight and become
focused on creating a user-generated the star in their own movie trailer. They learned the stunts
and shot scenes on a real-life movie set, providing users
content (UGC) platform to amplify the
with a highly emotional, adrenalin-packed experience of
user’s experience to a wider community.
the Ford brand. As a result, they got their own Hollywood-
FIFA 18 ‘More than a Game’ made an impact beyond quality movie trailer, which they proudly shared through
the virtual world. A new skill move called ‘El Tornado’ social media.
was devised and hidden in the game, where a player UGC experiences allow everyone to be a content publisher.
spins on the spot kicking the ball into the goal. A film The audience analysis has shown that these passionate
announced the skill, with millions hunting for the secret fans seek excitement, are assertive and comfortable taking
button combination. In-game tricks and uploads flooded the lead.
the internet, closely followed by fans uploading their real- Brands can design and curate these bespoke user
life attempts. Next real football stars delighted fans by generated moments, to enable audiences to build
doing it on the pitch during matches and the hashtag their own unique memories and celebrate them with
‘ElTornadoCertified’ began to trend everywhere. many others.
The automotive brand experience Ford ‘Go Faster’
created a human-centered dynamic experience that
07
Connected Experiences Index 2019
Behavioural principles
Every experience in our Index has been Brand extension and the messenger effect compelled to share online. Manchester City’s The Tunnel
actively amplified online by guests and Club harnessed the ‘primacy effect’ by providing VIP
Working with other brands and experts from different
fans access to the pre-game tunnel moment on arrival,
online audiences. Having explored the sectors at your experiences is an effective form of brand
generating large volumes of social sharing and proving
different strategic ideas among the extension, as it creates a messenger effect through added
once again that first impressions count. Elton John
different sectors, there are also some key credibility. BVG collaborated with Adidas to shift its stiff
used the ‘peak-end rule’ at the encore of his incredible
behavioural experience principles at work. image amongst the Berlin youth by launching limited-
performances to end his farewell concert on a huge high,
edition BVG x Adidas sneakers - they sold out in record
generating a peak moment of social amplification. Timing
Exclusivity and rarity time and relations improved. Taco Bell and Forever 21
really is everything.
launched a limited-edition fashion line on social media
Creating an exclusive moment or limited-edition product
dubbed Forever 21 x Taco Bell, brought to life with The
at the experience generates higher rates of social sharing.
Forever Taco Bell fashion and food show in downtown
Converse created an immersive townhouse featuring
L.A.’s fashion district, to the delight of its fans.
exclusive merchandise housed within a pop-up store,
featuring music, workshops and talks - it was inundated Timely moments matter
with visitors from dawn till dusk. Ford Go Faster let users Almost every guest was motivated to share its experience
create their own personalised Hollywood-style movie via the design of timely moments which created a
trailer, in a once-a-life-time drive experience, which was powerful emotional connection which audiences felt
widely shared due to its rare nature.
08
Connected Experiences Index 2019
Technology
Pushing experience further
Technology plays a major role in how Voice & AI
experiences connect with audiences and Using AI and Voice at experiences as become far more
how they are amplified to millions. These tangible across the Index this year. Volvo and Google
are the three main drivers in play across showed different ways to use the technology, but both
used an element of theatre to bring it out from ‘inside
the Index, in Europe and the US.
the machine’. There is a lot more to see from this
technology, which is now the priority for many CMO’s.
Immersive Technology
Immersive technology, including virtual reality and Physical merged with digital
augmented reality, occupies a new ‘third’ space between The line between what is physical and what is digital
the live experience and the online space. AR and MR continues to blur. Beyond VR and AR other technology is
overlays a digital layer onto the live space, allowing youto more prevalent. From transparent screens to electrochromic
create a ‘magnifiying glass’ to dial up messaging, stories and glass, which allow transparent surfaces to be suddenly
information, this was put into practice by Android. Whereas flooded with content. Smart materials, wearables and
VR enables audiences who are not present at an experience haptics are all creating new emotional connections
to still feel like they are part of the action, this has been put through technology.
to powerful use by Sir Elton John and Billy Corgan.
09
Connected Experiences Index 2019
Connected Experiences Index 2019
Conclusions
In terms of effectiveness, the Index Report Our Index Report demonstrates once again that At Imagination, we have been delivering transformational
represents experiences that deliver powerful experiences have the unique power to change the way brand experiences worldwide for over 50 years.
engagement and depth, which in turn people feel, think and act. They are more connected and We understand the critical ingredients needed to
generates quality and quantity of social immersive than ever before, with emotions being the motivate and engage audiences across different sectors,
reach. Of course, there are other measures trigger to drive engagement, both offline and online. generating powerful returns. If you want to explore
of effectiveness, such as experiences which how to shift your brand focus towards experience,
Whichever sector you’re in, we hope our Index Report
please get in touch with us to organise a workshop.
engage audiences then convert those will help to inform and elevate experience as being
emotions through lead-generation and sales. a vital strategic pillar for your brand and business.
10Connected Experiences Index 2019
Methodology
The Connected Experiences Index 2019 uses social
listening data to analyse brand experiences and Amplification Sentiment
create an engaging, considered and comprehensive
study. Working with Pulsar, we measure the Amount of social Quality of those
impact of an experience in two ways. conversations conversations
generated from
Connected Experiences Index Score
experience
The Index score represents the social effectiveness of the
experience itself. This is the combined result of the volume
and the quality of the social conversations generated
by the experience.
The amplification score is based on the total number of social
mentions generated from the brand experience; covering seven
days, starting from the launch date.
The sentiment score is calculated as following:
Sentiment score = (%) of positive mentions x 100 + % of
neutral mentions x 50 + % of negative mentions x 0) x 100%. = Connected Experiences Index Score
11Connected Experiences Index 2019
Methodology
In order to achieve a fair comparison, The results achieved gave us the Connected Experiences Team Credits:
we used the following criteria: Index Score that ranks the experiences 1-20 for EMEA Head of Connected Experiences
ff Channels
and US regions Christophe Castagnera
covered: Twitter, YouTube, blogs,
forums and news websites. Due to the restriction Lead Data Strategist
of the API, some social media channels data can’t Pulsar Zhao Zhang
be retrieved such as Instagram and Facebook. Pulsar is an advanced social listening platform
Senior Copywriter
ff Keywords: Tracked the specific combination of that has transformed how brands and agencies
understand their audience, in order to create better, Elizabeth McGrath
‘brand name’ and ‘experience name’ or ‘hashtag’.
more intelligent marketing. Senior Digital Project Manager
ff Region: Focused on the key regions where
Habeebah Ahmed
the experiences were created for.
How we chose the brand experiences Junior Data Strategist
ff Time periods: Seven days, starting from the date
To ensure a neutral approach to the selection of the Chi-Chi Onyebalu
when the experience launched.
brand experiences, we analysed 67 brand experience
(Please note: A few experiences took place over several
event category award winners for EMEA and 46
months, however we took data from the first week only,
brand experiences for USA, from four different award
when the experience is generally most talked about).
organisations in both regions.
ff Paidsocial: We are not able to dechiper the impact
of paid social. This study takes into account the
broad spectrum of paid and organic content.
12Connected Experiences Index 2019 UK & Europe Index 2019
Connected Experiences Index 2019
1 EA Sports
FIFA 18 – More than a Game
Social Good Campaign The team behind the launch of FIFA 18 wanted
to prove that a virtual game could influence
of which fans had never experienced before.
In-game trick uploads flooded the internet,
tweeting their idols asking them to learn and
do the trick so they can get ‘certified’ too.
the real thing. So a new skill move called ‘El closely followed by fans uploading their real- Then the spin-offs began, from music to apparel
Cannes Brand Experience & Activations Tornado’, where a player spins on the spot life attempts, followed by real football stars to all sorts of sports stars wanting in on the
Silver Lion kicking the ball into the goal, was dreamt up learning it and doing it on the pitch during ‘El Tornedo’ action. This activity blended the
and hidden in the game. A film announced games, to the delight of fans everywhere. The physical and digital worlds in ways that were
Cannes Brand Experience & Activations it, with millions hunting for the secret combo. hashtag #ElTornedoCertified started trending truly unprecedented, and as a result created
Bronze Lion What ensued was unprecedented levels of – and gained more talk power than more than a truly original and unforgettable connected
engagement, as a mini craze began, the like even the #royalengagement! Fans starting experience that is worthy of the Index top spot.
14Connected Experiences Index 2019
1 EA Sports
FIFA 18 – More than a Game
Connected Experiences Index
36%
165,678 Male
6%
Sentiment Score Audience Female
53 58%
Not Specified
Amplification Score
3,126 35%
United States
14%
UK
Top
Countries
11%
France
40%
Other
15Connected Experiences Index 2019
2 EDEKA
The Most German Supermarket in the World
Social Good Campaign In 2017, German elections were about to
take place and it looked like there was a
in the World”, where more than 20,000
foreign products were banned from its
supermarket. Pictures of the ghostly quiet
supermarket with its empty shelves went
grim possibility of the right-wing party AFD shelves, leaving only German products – viral – helping to share a positive message
D&AD Branded Content gaining seats in the German parliament. the lack thereof said everything. It was the of unity in an increasingly polarising
& Entertainment Awards To counter this, popular supermarket perfect metaphor for how Germany would political landscape. By doing so they
Graphite Pencil EDEKA used one of their its stores to create be without all of the other cultures now reached a whole new millennial audience
Cannes Brand Experience & Activations a powerful experience for shoppers that living in it – and a stark reminder of the who are non-traditional, questioning and
Bronze Lion communicated a message of diversity. It dark history of WWII. “Germany is poorer compassionate – and only spend money
opened “The Most German Supermarket without diversity” said slogans around the in places that share their values.
16Connected Experiences Index 2019
2 EDEKA
The Most German Supermarket in the World
Connected Experiences Index
30%
140,888 Male
20%
Sentiment Score Audience Female
88 50%
Not Specified
Amplification Score
1,601 49%
Germany
29%
United States
Top
Countries
11%
UK
11%
Other
17Connected Experiences Index 2019
3 Adobe
Adobe Summit
Branded Conference The Adobe Summit EMEA 2018 brought
together over 5,500 delegates to hear its
able to control the content on the globe
using facial recognition and RFID technology
accompanying audio tracks. This kind of
technical wizardry, along with a sprinkling
latest news. With the conference focusing embedded in smaller coloured replicas. of A-Lister ambassadors, really raised the
Campaign Event Awards on how to deliver engaging customer These combinations then created a unique bar not just for summits but for inspiring
Exhibition experience, experiences, it was vital that it practised live experience that exploded out across brand experiences. They made sure that the
what it preached and delivered the ‘wow- the exhibition space, appearing on LED key points from every talk could be shared
factor’. A spectacular 6m interactive screens underneath the globe and around online and across social channels with
projection-mapped globe formed the the room. To complete the immersive #adobesummit – ensuring the event is what
centrepiece to the Adobe stand. Designed set-up, eight aroma machines delivered everyone would be talking about, whether
to represent the brain of Sensei, Adobe’s different scents depending on each unique they were there or not.
artificial intelligence engine, delegates were users interaction with the experience, with
18Connected Experiences Index 2019
3 Adobe
Adobe Summit
Connected Experiences Index
40%
89,392 Male
19%
Sentiment Score Audience Female
74 42%
Not Specified
Amplification Score
1,208 41%
UK
28%
United States
Top
Countries
7%
France
24%
Other
19Connected Experiences Index 2019
4 Rocket Entertainment
Farewell Yellow Brick Road
Social Good Campaign When Sir Elton John announced his final
world tour, titled ‘Farewell Yellow Brick
experience that acted like a time machine
by bringing the visceral energy of his most
the world. His 60 US shows sold out in
two hours, creating half a billion dollars in
Road’, he wanted to connect to new iconic performances to life. Using cutting- gross revenue, with the VR content viewed
D&AD Branded Content audiences and leave a lasting impression. edge motion capture, live action and face over 14 million times on YouTube. Most
& Entertainment Awards “When you write a song you want it to last replacement techniques, fans could enjoy importantly, it touched the hearts of new
- Wood Pencil forever; to touch people as much in the these iconic shows as if they were actually and loyal fans around the world, allowing
future as it does now” he said. Delivering there. The content was livestreamed in the legend of Sir Elton John to live on, long
on this, his team created an immersive VR VR using headsets simultaneously around after he retires.
20Connected Experiences Index 2019
4 Rocket Entertainment
Farewell Yellow Brick Road
Connected Experiences Index
28%
34,279 Male
20%
Sentiment Score Audience Female
59 52%
Not Specified
Amplification Score
581 71%
United States
10%
UK
Top
Countries
8%
Canada
11%
Other
21Connected Experiences Index 2019
5 Greater London Authority (GLA)
Mind the Gap
Social Good Campaign As 2017 came to a close, the iconic London
NYE fireworks display also provided the
famous London Underground mantra
“mind the gap.”After this point the show
“Dog Days Are Over” to Annie Lennox’s 80s
classic ‘Sisters Are Doing It For Themselves’
platform for the launch of Sadiq Khan’s launched an incredible medley of the to modern feminist icon Ariana Grande’s
D&AD Branded Content & 2018 #BehindEveryGreatCity campaign for world’s greatest female recording artists to “One Last Time” – this clearly set a new
Entertainment Awards gender equality. To bring this new agenda create a women-only second-half, which intention for a new year, where gender
- Wood Pencil nominee to life, a show-stopping layer of girl power was enjoyed live by over 100,000 people equality is a real goal on the national
was added to the experience. The show and watched by millions around the world agenda.
was paused midway by a voice saying the on TV. From Florence and the Machine’s
22Connected Experiences Index 2019
5 Greater London Authority (GLA)
Mind the Gap
Connected Experiences Index
37%
22,784 Female
18%
Sentiment Score Audience Male
89 45%
Not Specified
Amplification Score
256 67%
UK
22%
United States
Top
Countries
2%
Canada
9%
Other
23Connected Experiences Index 2019
6 CALM
Project84
Social Good Campaign Project84 was founded to help make a
stand against male suicide, which claims
sculptures made from packing tape. His
work focuses on themes of marginalisation
tracks – everyone thought for a horrible
second they were looking at real-life suicidal
84 lives in the UK every single week. To to create a stage that absorbs passers-by. men considering jumping. Each figure was
Campaign Event Awards stop people in their tracks and inspire some Friends and family members of the deceased a poignant reminder of a real life lost, with
Bravest Campaign, winner, much needed conversation and action helped in the creation process of the figures all the men’s stories available to read on 84’s
Campaign Event Awards around suicide, Project 84 partnered with – some of which were placed around the website, making them more real than just
Experiences for good Winner artist, Mark Jenkins to create 84 individual edges of ITV’s buildings along London’s a statistic. This art installation was a plea to
sculptures. Jenkins is an American artist Southbank. The figures looked down eerily society to come together and talk about this
best known for his hyper-realistic street on passers by, stopping them dead in their shocking problem – and it worked.
24Connected Experiences Index 2019
6 CALM
Project84
Connected Experiences Index
29%
18,876 Male
29%
Sentiment Score Audience Female
66 43%
Not Specified
Amplification Score
286 75%
UK
18%
United States
Top
Countries
2%
Canada
5%
Other
25Connected Experiences Index 2019
7 Berliner Verkehrsbetriebe (BVG)
BVG x Adidas – The ticket-shoe
Pop Up/Branded The BVG (the Berlin Transport System)
was struggling with its rather stiff image
A limited edition BVG x Adidas Originals EQT
Berlin sneaker was launched with just 500
were kitted out in BVG gear, and windows
were painted to resemble train carriages.
Experience amongst the anti-establishment youth of pairs – with the genius idea of the tongue A special music track called ‘BVG – Adidas’
Berlin who weren’t paying their train fares being a free year-long BVG pass. Suddenly – was also created for the campaign. The
and were generally disrespectful to staff. So Berlin’s youth were very interested in getting sneakers sold out in three hours and were
D&AD Experiential Awards
the question was posed by agency Jung von their hands on the 180 Euro trainers. The resold for up to €3,500 online, creating
- Graphite Pencil nominee
Matt – how do you turn hate into respect? sneakers featured the iconic red and blue another ‘collector’s item for Adidas’ and
Their answer was to launch an unlikely camouflage pattern on all BVG train seats – most importantly, a new-found respect
collaboration between BVG and Germany’s at the launch event the stores were decked amongst Berliners for the BVG.
coolest streetwear brand, Adidas. out in this camo too. The store salespeople
26Connected Experiences Index 2019
7 Berliner Verkehrsbetriebe (BVG)
BVG x Adidas – The ticket-shoe
Connected Experiences Index
28%
15,488 Male
15%
Sentiment Score Audience Female
64 57%
Not Specified
Amplification Score
242 36%
United States
30%
Germany
Top
Countries
13%
UK
21%
Other
27Connected Experiences Index 2019
8 Ford
c
Pop Up/Branded Ford Go Faster is a human-centered
immersive experience that allows the
Ford with millennials as a cool brand. The
campaign invited the public to play the
own Hollywood-quality movie trailer where
they’re the star attraction – which people
Experience public to step into the spotlight and role of ‘Wheels’, the getaway driver, in an happily shared over social media because it’s
become the star in their own movie trailer. ‘Ocean’s Eleven’ type heist movie. They personal, authentic and high-quality. PR and
This groundbreaking, multi-dimensional had to learn the stunts and shoot scenes media partnerships amplified the reach of
The Drum Experience Awards
approach to experience achieved on a real life movie set, providing people the experience, creating 318k+ subscribers
Innovative Activation/event
of the Year, winner
unprecedented cut-through. It was a with a highly emotional, thrilling, adrenalin- and over two billion impressions. Go Faster
sold-out event with 65% of subscribers packed experience of the Ford brand. Every was so successful with audiences it is now a
Campaign Event Awards aged under 35 – key to helping reposition participant received a slick edit of their permanent platform for the Ford brand.
Digital Experience, winner
Campaign Event Awards
Creative Event of the Year,
highly commended
28Connected Experiences Index 2019
8 Ford
Go Faster
Connected Experiences Index
27%
11,658 Male
3%
Sentiment Score Audience Female
67 70%
Not Specified
Amplification Score
174 37%
France
19%
United States
Top
Countries
19%
UK
25%
Other
29Connected Experiences Index 2019
9 Greater c Authority (GLA)
Lumiere London
Pop Up/Branded Lumiere London is about providing art for
everyone; liberating creativity from museums
outer boroughs and participatory
workshops in schools and community
level of awareness with audiences who
were all inspired to share the beautiful
Experience and galleries, instead bringing it onto groups. The visitor demographic was images over social media, using the hashtag
the streets. In total, 54 light installations varied, with 69% under 45 years old. #lumierelondon – this combined with the
transformed London – each made by artists Beyond the festival, there were 680k livestream is a perfect example of how a
Campaign Event Awards
from all over the world. They illuminated video views of the Visit London Facebook physical experience located in one city can
Outdoor Experience, highly commended
architecture otherwise unnoticed in wintry Live stream: the festival captivated those become a global connected experience.
London and brought the city together. The who might not have been physically
extended footprint of the festival included present. It generated an extremely high
30Connected Experiences Index 2019
9 Greater London Authority (GLA)
Lumiere London
Connected Experiences Index
28%
8,918 Male
30%
Sentiment Score Audience Female
91 42%
Not Specified
Amplification Score
98 71%
UK
20%
United States
Top
Countries
2%
Pakistan
7%
Other
31Connected Experiences Index 2019
10 Collaborate Bristol
Collaborate
Branded Conference Collaborate is the biggest UX and design
conference in the South West of England,
bore ever-more innovative ideas, formed
invaluable networks and nudged stubbornly-
accessibility throughout. The discipline of
UX design has particularly grown in profile,
and an essential date on the design held notions. An exciting array of topics and at Collaborate dedicated experts further
The Drum Experience Awards calendar. Collaborate 2018 was its 5th year were covered, while key industry questions pushed the UX message, sharing
Small Event of the and saw it build on strong momentum and were tackled, revealing unexpected solutions key messages and highlights online
Year, highly commended a solid online following. This conference and championing diversity, affordability and with great success.
32Connected Experiences Index 2019
10 Collaborate Bristol
Collaborate
Connected Experiences Index
37%
8,692 Male
24%
Sentiment Score Audience Female
82 39%
Not Specified
Amplification Score
106 80%
UK
13%
United States
Top
Countries
1%
Netherlands
6%
Other
33Connected Experiences Index 2019
11 Android – Google
The Android Works
Brand Activation The Android Works was an experience-
led, demo-led, outdoor activation to
experience the latest in Android technology.
Designed to feel like an ideas factory,
demos, there was a space for everyone.
The speed of which it was assembled and
deliver Android’s presence at Mobile World ambassadors wore boiler-suits and gave disassembled was remarkable: built in just
The Drum Experience Awards Congress in Barcelona. An industrial- away Android-bots in a lab coat, complete 1.5 days – it was over 2.5 football pitches
Experiential Brand Activation esque, laboratory style space with eight with personalised stickers. Each guest long and could cater for 100k visitors – yet
at a festival or large-scale event unique stands, Android Works gave could curate the experience they desired, was removed in just six hours.
of the Year, highly commended delegates a chance to break away from the so whether they chose to relax, network or
frenetic environment of the Congress and try out the VR, AR, Google Lens and Home
34Connected Experiences Index 2019
11 Android – Google
The Android Works
Connected Experiences Index
32%
8,568 Male
9%
Sentiment Score Audience Female
56 59%
Not Specified
Amplification Score
153 36%
United States
19%
India
Top
Countries
12%
Spain
34%
Other
35Connected Experiences Index 2019
12 Chelsea Football Club
HIIT on the Pitch
Brand Activation In collaboration with health & fitness guru
Joe Wicks, aka The Body Coach, Chelsea
Bridge, streamed live across CFC & Joe’s
Facebook and YouTube channels. Attendees
event was livestreamed out to millions. In
total 9 million people have watched the
Football Club hosted the world’s first shared snaps on the pitch, received a livestream post-event. The blend of an iconic
The Drum Experience Awards ever High Intensity Interval Training (HIIT) branded water bottle and tote bag, and venue and a popular fitness craze led by
Sports Event of the Year, winner session inside a football stadium on bank got the chance to chat with Joe. It was a such a huge influencer created the perfect
Campaign Event Awards holiday Monday 28thMay, aptly named great way for football fans to be active and platform to engage people over multiple
Debut event, winner #HIITONTHEPITCH. With DJ Marvin Humes do something good for their health and social channels.
providing the tunes, Joe led two pulsating wellness – rather than just watching from
sessions on the hallowed turf at Stamford the sidelines. 1,200 fans took part and the
36Connected Experiences Index 2019
12 Chelsea Football Club
HIIT on the Pitch
Connected Experiences Index
24%
8,316 Male
13%
Sentiment Score Audience Female
99 63%
Not Specified
Amplification Score
84 27%
UK
27%
United States
Top
Countries
17%
Nigeria
29%
Other
37Connected Experiences Index 2019
13 The Wayback
The Wayback
Brand Activation Experiences are a powerful way to create
lasting memories. More than a Game
emotive message and the important cause
struck a real chord with social media
ones by triggering memories and sparking
hard-to-come-by conversations. The pilot
campaign cleverly created a VR experience audiences. A collaboration between film faithfully recreates a street party from
D&AD Experiential Awards based around an iconic historical event, producers, creatives, carers and doctors, the 1953 Coronation, immersing the viewer
Wood Pencil The Queen’s Coronation, to activate the The Way Back is a VR film series designed in thousands of emotional memory triggers
long-term memory of the users. The to help those with dementia and their loved that until then, were long forgotten.
38Connected Experiences Index 2019
13 The Wayback
The Wayback
Connected Experiences Index
24%
7,605 Male
13%
Sentiment Score Audience Female
65 63%
Not Specified
Amplification Score
117 61%
UK
25%
United States
Top
Countries
5%
Canada
9%
Other
39Connected Experiences Index 2019
14 XBox
Football Decoded
Brand Activation Xbox faced a huge challenge when the new
FIFA18 game was launched, as its competitor
moves on the pitch into moves on the Xbox,
in real time. This created an experience which
on social channels. All of football became
translatable, decoded into a combination
(Playstation) had bought up all the FIFA amplified the peak moment when a player of XBox buttons – they reached 650 million
Cannes Brand Experience & Activations advertising rights. So Xbox had to market a scores a goal – with the moves X/Y/A/B viewers per match (x 12 matches). FIFA’s
Silver Lion product they couldn’t physically show. So, appearing on the boards around the pitch. unique player base grew by 10% – quite
Cannes Brand Experience & Activations they turned to the one thing bigger than Allowing Xbox to own every pass, shot and remarkable when they had been banned
Bronze Lion virtual football: real football. They partnered combination. This harnessed the natural buzz from talking about the product. Just goes
with a world class football club, Real Madrid, in the stadiums, out in the real world with to show what you can achieve when you’re
and a world class gamer, and translated online sharing amplifying the experience forced to think outside the (X)box.
40Connected Experiences Index 2019
14 XBox
Football Decoded
Connected Experiences Index
30%
7,236 Male
4%
Sentiment Score Audience Female
67 66%
Not Specified
Amplification Score
108 40%
France
31%
United States
Top
Countries
13%
UK
16%
Other
41Connected Experiences Index 2019
15 Converse
Converse: The One Star Hotel
Brand Activation Converse wanted to produce its biggest and
most ambitious ever brand activation in the
lifestyle and the 1990s nostalgia trends
influencing today’s youth. Timed to
original and innovative brand extension
concept, through a visually slick connected
UK. The aim was to create an experience coincide with London Fashion Week, it experience that was shared online in
The Drum Experience Awards that would truly represent this global brand. featured exclusive merchandise housed huge numbers – over 5300 people visited
B2C Experiential Brand Campaign/ The result was ‘The Converse One Star within a pop-up store, programming and in just two days, 1.7 million watched over
Event of the Year, highly commended Hotel’ an immersive townhouse that landed music from the Converse Collective and a livestream and Converse added 400,000
Campaign Event Awards with a big bang in the heart of Shoreditch series of workshops and talks – all of which new Instagram followers – which is where
The Game Changer, highly commended for just two days in February 2018. The sold out quickly online. Converse was able the millennial money is at.
Campaign Event Awards ‘hotel’ was designed to celebrate skate to leverage its brand fame to create an
Creative Event of the Year, winner
Campaign Event Awards
Collaboration, highly commended
42Connected Experiences Index 2019
15 Converse
Converse: The One Star Hotel
Connected Experiences Index
21%
6,900 Male
17%
Sentiment Score Audience Female
75 62%
Not Specified
Amplification Score
92 42%
UK
36%
United States
Top
Countries
6%
France
16%
Other
43Connected Experiences Index 2019
16 NOW TV
Grease 40th Anniversary Slumber Party Pop-Up
Brand Activation Amplifying an iconic movie is always a
great way to generate attention, but
party pop-up experience like no other.
For two days only in May, it gave hardcore
lags and even a giant panda toy. There
was a prop box, bursting with rollers, hair
Now TV managed to design an immersive Grease fans the chance to step into the nets, the iconic pink jackets and much more,
The Drum Experience Awards experience perfect for sharing by inviting movie’s famous sleepover scene, in an which allowed participants to transform
Small Event of the Year, winner people to be part of an iconic scene. exact replica of Frenchy’s room. Think themselves into Pink Ladies, before bursting
To celebrate the 40th anniversary of patterned pink wallpaper, plush carpets into song of course.
Grease, Now TV launched a slumber and satin-fringed curtains, Rydell High f
44Connected Experiences Index 2019
16 NOW TV
Grease 40th Anniversary Slumber Party Pop-Up
Connected Experiences Index
11%
6,336 Male
47%
Sentiment Score Audience Female
99 42%
Not Specified
Amplification Score
64 79%
UK
16%
United States
Top
Countries
1%
France
4%
Other
45Connected Experiences Index 2019
17 Manchester City Football Club
The Tunnel Club
Pop Up VIP access has long been a staple of live
sports, but this innovative idea provided
available in world football today. This is
where hardcore football fans can get closer
access to the pre-game tunnel moment, to the players and gain insight into their
Campaign Event Awards something rare and special which fans preparations. Located at pitch level, beside
Venue Experience, winner instantly shared online. The Tunnel Club the players’ tunnel, this is 5-star hospitality
Premier is the most immersive experience without restrictions.
46Connected Experiences Index 2019
17 Manchester City Football Club
The Tunnel Club
Connected Experiences Index
50%
6,230 Male
6%
Sentiment Score Audience Female
70 44%
Not Specified
Amplification Score
89 62%
UK
25%
United States
Top
Countries
2%
Indonesia
11%
Other
47Connected Experiences Index 2019
18 Shell Bio Bean
The Coffee Line
Brand Activation More than an experience moment, the
Shell Bio-Bean is a blend of product and
extracted from the city’s recycled coffee
grounds. Shell has supported bio-bean from
2.3 cups of coffee a day and the capital
produces over 200,000 tons of waste a year.
experience design. It’s ingenuity caught the outset as part of its #makethefuture This represents a genuine opportunity for
Campaign Event Awards people’s attention and was shared in initiative which supports entrepreneurs who the city’s circular energy economy, as well
Outstanding Creative Idea, winner high numbers. Bio Bean helps to power create bright energy innovations to make as being an imaginative solution to coffee
the iconic red London buses with a B20 a positive impact on communities around waste in a capital city.
biodiesel using a coffee oil component the world. The average Londoner drinks
48Connected Experiences Index 2019
18 Shell, Bio Bean
The Coffee Line
Connected Experiences Index
25%
5,568 Male
22%
Sentiment Score Audience Female
87 53%
Not Specified
Amplification Score
64 49%
UK
23%
United States
Top
Countries
8%
Brazil
20%
Other
49Connected Experiences Index 2019
19 Volvo
Recruiting Car
Social Good Campaign Volvo created a highly innovative experience
activation for its stand at Brussels Motor
were sent to Volvo HR for further interviews.
Changing the conversation from cars to jobs
requests. All the vacancies at the Ghent
plant were filled. This stunt showed how
Show. It used social media to announce got national media attention. 70% of all combining a clever blend of technology and
Cannes Brand Experience & Activations 200 positions for technicians and engineers coverage on the Brussels Motor Show was human interest, and leveraging it over social
Bronze Lion at its Ghent plant. The AI was applied to dedicated to Volvo. More than media, could create a national news story.
test social and technical skills, and make 1 in 2 Belgians was reached by PR coverage
unbiased evaluations of all applicants, which alone, leading to a 300% increase in price
50Connected Experiences Index 2019
19 Volvo
Recruiting Car
Connected Experiences Index
21%
5,644 Male
4%
Sentiment Score Audience Female
68 75%
Not Specified
Amplification Score
83 54%
UK
11%
US
Top
Countries
5%
France
30%
Other
51Connected Experiences Index 2019
20 Greggs
Valentine’s at Greggs
Brand Activation With tongue placed firmly in cheek, Greggs
surprised the nation by announcing that
From your choice of signature Greggs
puff pastry parcel freshly baked to order,
the bookings which sold out in record time
– whether with genuine Greggs fans or fans
selected shops across the UK will be serving to a brochette of miniature doughnuts of ironic British humour it’s not clear. Either
Campaign Event Awards a candle-lit meal for couples on Valentine’s paired with a rich butterscotch flavoured way, this surprising experience achieved
Brand Experience B2C, Day. Couples would enjoy a 4-course meal dipping sauce – the menu had been given serious cut-through and saw Greggs emerge
highly commended made up of Greggs classics, washed down a restaurant-feel with a Valentine’s twist. as the unlikely winner of the PR war on
with Prosecco, with waiter service to boot. Greggs partnered with Opentable to take Valentine’s Day.
52Connected Experiences Index 2019
20 Greggs
Valentine’s at Greggs
Connected Experiences Index
24%
3,612 Male
31%
Sentiment Score Audience Female
86 46%
Not Specified
Amplification Score
42 82%
UK
12%
USA
Top
Countries
1%
Australia
5%
Other
53Connected Experiences Index 2019 US Index 2019
Connected Experiences Index 2019
1 Amazon Web Services
Re-Invent 2017
Brand Conference/Launch Amazon Web Services’s re:Invent
Conference has expanded at an incredible
expanding to seven properties and creating
a “campus” to cater to its guests, serviced
games (including chicken-wing eating
competitions), to pub crawls to fitness
scale (up 700% since it started in 2012). by a pop-up transit system and supported classes – morning, noon and night. This
Cannes Brand Experience & Activations In order to accommodate the 42,000 by a more expansive safety and security created a powerful mix of B2B professionals
Silver Lion attendees, it successfully expanded the event plan. Compelling content surrounding and experts with B2C customers and fans,
Cannes Brand Experience & Activations experience to add engaging customer- the latest AWS tools and technologies all participating live and sharing actively
Bronze Lion centric spaces and activations. AWS anchored the experience along with a slew online in huge volumes which pushed them
effectively took over the Las Vegas strip by of activities to experience, from light-hearted to the top spot in our Index.
55Connected Experiences Index 2019
1 Amazon Web Services
Re-Invent 2017
Connected Experiences Index
44%
916,880 Male
9%
Sentiment Score Audience Female
73 46%
Not Specified
Amplification Score
12,560 61%
United States
9%
UK
Top
Countries
7%
France
23%
Other
56Connected Experiences Index 2019
2 Google
Hey Google @ CES
Exhibition Cutting through on social media at CES is
always challenging, but Google achieved
house was complete with giant screens and
various activations showcasing how easy
down to ground level, rather than take
the stairs. With this experience, Google
this by going big. Ads and billboards it is to remotely control your home using successfully wrestled the conversation away
Ex Awards everywhere around the city were relentlessly Google Assistant. There was also a rooftop from Amazon’s ‘Alexa’ assistant, which had
Best Trade Show Experience focused on Google Assistant, while the coffee bar where guests could chat over dominated for the previous two years. Not
centerpiece was a three-story ‘house’ flat whites and chai lattes. In true Google this time though!
installation in front of the convention style, guests could utilise a blue corkscrew
centre, that created real online buzz. This slide on the side of the building to get back
57Connected Experiences Index 2019
2 Google
Hey Google @ CES
Connected Experiences Index
31%
405,223 Male
10%
Sentiment Score Audience Female
61 59%
Not Specified
Amplification Score
6,643 53%
United States
14%
France
Top
Countries
10%
UK
23%
Other
58Connected Experiences Index 2019
3 Capital One
iHeartRadio Jingle Ball
Concert Capital One leveraged the biggest music
event series of the holiday season, the
Khalid and Dua Lipa. Activating in arenas
in 12 cities around the US, Capital One
and national social platforms sharing the
videos to their followers. The efforts of
iHeartRadio Jingle Ball Tour, to reward delivered on-site hospitality experiences the campaign resulted in 38,000 ticket sales,
Ex Awards its millennial card members and create including VIP pre-parties, artist partnerships, 1.6 billion social impressions and sizable lift
Best Millennial Campaign “brand envy” among non-card members. a large-scale media campaign and an in Capital One brand affinity among Jingle
This musical extravaganza gained a huge exclusive card member pre-sale. ‘Ultimate Ball attendees.
following online, which was exponentially Fan Experience’ saw one lucky winner in
amplified by the popular musical talent each city introduce an act live on stage in
featured, such as Cardi B, Calvin Harris, front of thousands – with iHeartRadio’s local
59Connected Experiences Index 2019
3 Capital One
iHeartRadio Jingle Ball
Connected Experiences Index
9%
183,600 Male
33%
Sentiment Score Audience Female
100 58%
Not Specified
Amplification Score
1,863 53%
United States
12%
Brasil
Top
Countries
9%
Mexico
26%
Other
60Connected Experiences Index 2019
4 NBC
The Good Place at Comic Con
Exhibition The Good Place is an NBC comedy TV
series with a gently supernatural core,
and participate in exclusive photo and
video opportunities. The experience was
in store for Season 3. An amusing ‘ethics
test’ was given to the audience, with Marc
about ethics, the afterlife and what it the network’s largest activation yet, and Evan Jackson, who portrays the show’s
Event tech means to be a good person. To celebrate they also hosted giveaways and a digital demon Shawn, moderating the panel and
Best Outdoor Environment the show at ComicCon, NBC hosted an takeaway for visitors. To top things off, the maintaining a similarly mock-imperious
immersive fan experience at the Gaslamp stars and producers of The Good Place were delivery throughout, much to the delight
Square by creating a replica of The Good there in person to host a panel discussion of the audience – who eagerly shared their
Place’s neighborhood. Fans could become at the Hilton’s Indigo Ballroom. They exclusive content online.
part of the show’s recognisable scenes discuss the first two seasons and what’s
61Connected Experiences Index 2019
4 NBC
The Good Place at Comic Con
Connected Experiences Index
19%
71,655 Male
31%
Sentiment Score Audience Female
85 50%
Not Specified
Amplification Score
843 78%
United States
6%
Brasil
Top
Countries
5%
UK
11%
Other
62Connected Experiences Index 2019
5 Google
Google Cloud Next
Branded Conference Google Cloud Next is Google’s conference
for G Suite and Google Cloud Platform
including all of the products across Google
Cloud Platform, G Suite, Maps, Devices,
security, as well as exciting keynote
speeches. Creating an owned experience
customers, partners, developers and IT and Education. Attendees unlock new platform such as this, ensured that Google
EventTech- Best Overall professionals. They come in their droves opportunities for business, share ideas and could plan and curate their content, media
B2B Environment to learn, be inspired and experience solve problems with other guests. There coverage and social amplification to the
first-handthe tools, technologies and were hundreds of breakout sessions to letter – and with maximum impact.
services that Google Cloud is building deep dive into everything from accessible
for the next-generation enterprise, machine learning to advancements in
63Connected Experiences Index 2019
5 Google
Google Cloud Next
Connected Experiences Index
31%
69,546 Male
10%
Sentiment Score Audience Female
67 59%
Not Specified
Amplification Score
1,038 51%
United States
19%
Japan
Top
Countries
7%
India
23%
Other
64Connected Experiences Index 2019
6 Apple
Today at Apple
Exhibition Apple reinvented its retail event programme,
alongside some new innovation, to create
the Apple Store since it was opened. Stores
were re-imagined as town squares with
designers, and community leaders have used
the platform to share their work and inspire
a scalable new platform ‘Today at Apple’ new public spaces called ‘forums’ featuring the next generation of creatives. Every day
Cannes Lions Grand Prix which is essentially a multi-disciplinary stunning 6K monitors. An entire curriculum around the world, customers are expanding
Brand Experience and Activation workshop series open to the public. was created from scratch for learners of all their creative skills in Photo Walks, Sketch
Each ‘session’ is highly localised and levels, with dozens of free sessions offered Walks, Studio Hours, Coding sessions, with
relevant, to drive footfall and ensure high every day. To enable sign-ups for more new programs being added all the time.
social media engagement. Bringing Today than 65,000 sessions each week, a website
at Apple to life was a huge undertaking that and reservation system was built from the
required the most significant redesign of ground up. Renowned musicians, artists,
65Connected Experiences Index 2019
6 Apple
Today at Apple
Connected Experiences Index
30%
58,838 Male
12%
Sentiment Score Audience Female
73 58%
Not Specified
Amplification Score
806 53%
United States
11%
UK
Top
Countries
7%
Spain
29%
Other
66Connected Experiences Index 2019
7 Intel
2018 CES Keynote
Exhibition The sheer scale of Intel’s jaw-dropping
2018 Opening Keynote at CES engaged
mini-drone showpiece section to a self-
driving car to a drone helicopter. The center
completely immersed in their content, with
80,000 lumens of projection and a 195’
thousands online and was shared by of the 200 ft-wide stage floor was a 72’ x retractable VR screen that covered the stage
Event tech many more. The theme of the show was 46’ LED video screen.This seamlessly joined from left to right ensured the audience were
Best stage experience “Experience the Power of Data.” Data drove an LED wall that functioned as the primary completely captivated and awe-struck from
not only lights and video, but also many background. The stage featured 1288 start to finish – eagerly sharing what they
of the moving parts of the show, from a LED floor tiles meaning presenters were had just seen over social media.
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