When it came to decorating its booth at this year’s CES, Logitech let visitors take matters into their own hands.
The Switzerland-based manufacturer of consumer electronics adorned its display with large, striking murals by Phoenix-based artist and designer Timmy Ham. It then handed out pens and encouraged those who stopped by to add to the mural.
Creating an interactive experience
Logitech’s in-house team started working on the brief in early September. To stand out on the frenetic convention floor, Logitech wanted to give attendees a space to hang out, relax, and draw for as much — or as little — as they wanted.
Logitech landed on the mural activation in early October. Finn Partners and Streetsense were brought on to handle PR and social media, respectively.
At last year’s CES, Logitech partnered with a number of different local influencers. This year, the brand wanted to work with someone it already knew resonated with its consumers.
Enter Ham, with whom the company had worked before.
Whereas many companies give out products at CES — the largest consumer electronics convention in the U.S. — Logitech aimed to create an interactive experience. The visual nature of the booth, which allowed people to document their creativity, was also important.
“One of the goals was to engage people on site and online,” said Krista Todd, Logitech’s VP of global communications.
While Logitech products would be on display, they would not be the focus of the booth.
“We wanted to give [attendees] a break and let them have some fun with us,” Todd said.
Creating an ‘Instagrammable’ moment
Ham created four unique murals, which incorporated various Logitech products, including mobile devices, keyboards, mice, and iPad crayons — one for each day of the convention.
Attendees were encouraged to help fill in the murals.
“It created an Instagrammable moment,” Todd said. “People could share how they contributed to what the mural looked like at the end of the day.”
The goal was to allow people to come and engage for however long they wanted. Products and swag bags are fine, Todd said, but Logitech was seeking interaction.
However, the brand did not totally stray from the giveaway strategy: It handed out cookies, also designed by Ham.
To promote the activation, the company also ran a contest. Users who identified Logitech products in Ham’s murals were entered to win a prize pack.
Ham was on hand, connecting with fans, both on site and online. In addition to taking over Logitech’s Instagram stories, he posted a couple of pictures on his own account.
https://www.instagram.com/p/BsfzCdVFgpr/?utm_source=ig_web_copy_link
Generating engagement
Over the four-day event, 5,000 people visited the booth. On social media, the campaign generated 95,500 likes and nearly 2,000 comments.
Further, 400 people entered Logitech’s contest in person, with another 1,600 entering online.
Ham’s Instagram posts about the Logitech campaign garnered 19,500 likes. Some Instagram users commented on his posts, asking about the Logitech tools he was using in the images.
https://www.instagram.com/p/BsLOTLBBoRc/?utm_source=ig_web_copy_link
This article originally appeared on prweek.com.
