Background
During my time at Look Listen, the company partnered with AT&T and event partner MKTG to develop new brand engagements for the 2017 Final Four Fan Fest and Music Fest under a four-week deadline. I helped facilitate ideation, filter engagement ideas, organize timelines and budgets, manage creative/development teams, support client communications, and help the team move quickly from workshop concepts to built, tested, and launched fan experiences.
During my time at Look Listen, the company partnered with AT&T and event partner MKTG to develop new brand engagements for the 2017 Final Four Fan Fest and Music Fest under a four-week deadline. I helped facilitate ideation, filter engagement ideas, organize timelines and budgets, manage creative/development teams, support client communications, and help the team move quickly from workshop concepts to built, tested, and launched fan experiences.
Challenge
Creating an overall exhibit experience that was fun, intuitive, measurable, and visually consistent across the event environment was one challenge. However, quickly generating ideas and aligning cross-functional teams around what could be designed, developed, tested, and launched within a compressed timeline was the true challenge of this partnership.
Creating an overall exhibit experience that was fun, intuitive, measurable, and visually consistent across the event environment was one challenge. However, quickly generating ideas and aligning cross-functional teams around what could be designed, developed, tested, and launched within a compressed timeline was the true challenge of this partnership.
My ROlE & RESPONSIBILITIES
•Facilitated ideation sessions
•Filtered and prioritized engagement ideas
•Organized budgets and timelines
•Supported client communications
•Managed creative and development teams
•Supported planning and execution of the project
•Facilitated ideation sessions
•Filtered and prioritized engagement ideas
•Organized budgets and timelines
•Supported client communications
•Managed creative and development teams
•Supported planning and execution of the project
Round 1 Collaboration: Find Groupings and Commonalities
We began with an AEIOU-style kickoff ideation session to generate event scenarios and early ideas across users, environments, objects, activities, and engagement types. The goal was to identify useful patterns and commonalities that could help the team move from broad brainstorming into more feasible concepts for the next round of development.
We began with an AEIOU-style kickoff ideation session to generate event scenarios and early ideas across users, environments, objects, activities, and engagement types. The goal was to identify useful patterns and commonalities that could help the team move from broad brainstorming into more feasible concepts for the next round of development.
Round 2 Collaboration: Define Rules, Pitch, and Decide
After the kickoff session, the team ran a structured “pitch-a-thon” using groupings from the first round. Teams were given combinations of engagement, environment, stakeholder, and object/prep categories, then challenged to create short pitches that included a social engagement and a stakeholder takeaway. In one hour, four teams produced more than 15 sixty-second pitches, ranging from face-painting filters during event registration to an augmented-reality basketball game.
After the kickoff session, the team ran a structured “pitch-a-thon” using groupings from the first round. Teams were given combinations of engagement, environment, stakeholder, and object/prep categories, then challenged to create short pitches that included a social engagement and a stakeholder takeaway. In one hour, four teams produced more than 15 sixty-second pitches, ranging from face-painting filters during event registration to an augmented-reality basketball game.
Designing and Developing the Engagements
The team conceptualized, designed, built, tested, and launched 15 touchpoints and engagements in four weeks, including gaming apps, registration screens, photo opportunities, marketing emails, scoreboards, and microsites. More than 50 LG devices were used across the Final Four Fan Fest and Music Fest events to support the brand experience. The work needed to promote AT&T, LG, and U-Verse while remaining intuitive, fun, informative, and visually consistent for attendees ranging from children to older adults.
The team conceptualized, designed, built, tested, and launched 15 touchpoints and engagements in four weeks, including gaming apps, registration screens, photo opportunities, marketing emails, scoreboards, and microsites. More than 50 LG devices were used across the Final Four Fan Fest and Music Fest events to support the brand experience. The work needed to promote AT&T, LG, and U-Verse while remaining intuitive, fun, informative, and visually consistent for attendees ranging from children to older adults.
EVENT RESULTS
The AT&T Final Four Fan Fest and Music Fest booth and engagements were successful because the team’s holistic approach enabled fast planning, development, and build cycles. Each app and engagement was measurable, giving stakeholders useful visitor data for future engagement planning. Final event results included 4,700+ on-site registrants and emails delivered, approximately 98% registration email open rate, 6,900+ app engagements, and an average on-site time of 20 minutes per person.
The AT&T Final Four Fan Fest and Music Fest booth and engagements were successful because the team’s holistic approach enabled fast planning, development, and build cycles. Each app and engagement was measurable, giving stakeholders useful visitor data for future engagement planning. Final event results included 4,700+ on-site registrants and emails delivered, approximately 98% registration email open rate, 6,900+ app engagements, and an average on-site time of 20 minutes per person.
