Tag Archives: NYC Film Production

Branded Live Events

The Importance of Branded Live Experiences and FOMO

HighLife Productions August 22, 2017

or

NIKE, STOP COOKIE-ING ME AROUND THE INTERNET AND STALKING ME LIKE MY EX-GIRLFRIEND KAREN

by

Tyler Hollinger, Founder HighLife Productions

THE EXPERIENCE

There is nothing that trumps actually being there. Actually seeing, tasting, feeling, hearing, witnessing, — experiencing. “Feeling all the feels” as the kids say these days. The digital world has done so so much. The Internet is by far the most earthshaking revolution in modern history. It has revolutionized the way we travel, the way we choose what restaurant, where we stay on vacation and even the way we date. In many ways it has connected us with people through a computer or phone and in many ways it has distanced us from actually talking, seeing, interacting with people in real life. Remember the days when you went to a store or a restaurant or a pub because “they knew you” not because of their 5-star yelp review. There has been something lost in actually being there. Actually experiencing THE THING. Taking it in with all the senses and this is why we believe the experiential world to be all the more relevant. These live experiences are more important now, more impactful, more relevant than ever because of technology.!

DO IT FOR THE GRAM

So many things we do in today’s life we do are for social media. “Let’s go to this restaurant because the lighting is great for my pictures on instagram, or let’s go hiking and stream it live on FB or let’s go to this rally and tweet about it or this concert and put it on Snapchat or let’s go outside and look at the eclipse while doing a song on music.ly. Very few people just stay at home and share on social media (we all know who you are and please stop.) No more photos of you in your bed with a “case of the Mondays” no more shots of you on the couch watching GOT. NO MORE. All that pent up “social envy” when you see friends at “that concert” or “that vacation” or “that performance” or “that party.” Social media helps us share experiences. Which is just the point. Get out there and experience. Then tweet it, post it, share it. Show people you have a life that is filled with interesting, vast experiences.

NOT ALL IMPRESSIONS ARE GOOD IMPRESSIONS

Now more than ever experiential marketing is on the rise and should be on the forefront of all brands marketing spends. Yes the digital world has (x) many impressions and (y) many views. But not all impressions are good impressions and not all views are actual experiences. How many times have you seen a pop-up ad on a web-page and you have tried to click that tiny little “x” in the corner to close it as it literally gets in the way of what you want. Well in doing so you have clicked the actual add 4 times telling “Samsung” that you love their phone and their “click-thru” data is miraculously working because you are clicking on it all this time trying to close the damn ad!~ Literally SAMSUNG or whichever brand you prefer is standing in front of what you are trying to get. How many times have you scrolled past a facebook ad that plays a video. You didn’t watch it but the video started playing. Congrats you have “viewed” that video and the marketing people on the other end go back to the brand and say “Guess What”! We are doing such a great job because your video has 8 trillion views! Even though 8 trillion people ONLY SCROLLED PAST IT. Don’t believe the hype the digital marketers are selling you. The last time you bought a shirt or a computer or a television or furniture you did so because you liked it. Not because the brand paid millions of dollars to cookie you around the internet showing you pop-up ads on every page you visit. I don’t know about you but when I google a brand to read about it, then a couple hours later that brands ad pops up on FACEBOOK saying “BUY ME” it doesn’t make me feel good about that brand. No. It’s makes me feel like NIKE is my ex-girlfriend stalking me around the internet lurking, spying, just letting me know “Hi. its me. Karen. I’m doing well. How are you?” How about you not stalk me on the internet Karen. K. Thanks. Why are these brands spending MILLIONS of dollars on internet advertising that do nothing but create the wrong impression.

Depth not Width

The experience is everything. You know what creates a good impressions. The actual act of doing it and doing it well. When we have an experience with a brand, a person, a company — anything. It is how we perceive this to be key. How was it? How did it make you feel? How did it affect you.? As wonderful as Kylie Jenner’s photos are on instagram do they affect you? Do they make you feel great as a person? Odds are they actually kind of have the opposite effect right? Wow like “I wish I had her money” or “Wow I wish I was a thin as her” or “Wow I’m not as pretty.” So it kind of puts this idea of “Followers” “Likes” into a bit more of a context. I argue that not a ton of followers is amazing and not all likes are the same. If someone has 1 million followers and sells ZERO tickets/sales I’d say those followers are worthless. If someone has 200 followers and sells 2 tickets I would say those followers are worth a lot more. It’s all perspective. It’s all situational.

Secret Summer NYC

Depth not width. What I mean by this is having an actual impact not a perceived one. Having followers that actually want to be there. that are actual fans, that actually care! — which in the end is what it boils down to. Engaging a community that really cares, that wants to stay up to date or in the know with the latest and greatest. To cultivate this kind of DEEP relationship takes time and attention to detail. Making sure your customer/followers/ticket buyers have the best possible experience.

IN CONCLUSION

More and more the millennial attitude is to spend disposable income on experiences not things. Less and less people are owning homes because of the ridiculous costs of mortgages, insurance, taxes, maintenance. This lack of permanence attitude means the next generation is not having as many kids and has little desire for permanence. In place they are spending their money on experiences. Travel, concerts, shows. Entertainment that is experienced based. Nowadays people do things for the social media post. To show their friends they are cool, have cool friends, and do cool things. So get out there. Do cool shit. Just make sure you tag us in the photo 🙂

Tyler Hollinger, Owner

HighLife Productions

Go to the profile of HighLife Productions

HighLife Productions

Experiential Marketing NYC

Branded Events: Depth not Width

HighLife Productions March 17, 2017

A Branded event is different and yet the same as a private event. The thesis is always the same — to provide the best time possible for your guests. With branded events however you want to maximize your brand’s exposure and impressions — and not all impressions are good impressions. So how can you do this?

GETTING THE MOST OUT OF YOUR EVENT
1. Who are you inviting?
The guest list, especially at a branded event, is of utmost importance. These are the people/press/influencers/VIPs you are trying to reach with your message/product. This carefully cultivated list should be filled with people who actually care about you and your product. Depth not width. What I mean by this is that the people who are your fans will propel your message and support you more than the person who is attending because they are getting paid/free drinks/doing it for their own agenda. Carefully think about those around you who are on YOUR side and will be YOUR champion.

2. Interaction/Immersion
A branded event should be all about your brand. It is the star. it is the focus. From the minute your guests walk thru the door and beyond the star of the show should be your brand. This is a delicate line to walk because you want your branding to be present but not “in-you-face.” Classy vinyls on the window, signature cocktails, thematic color schemes all communicate your brands vision and aesthetic w/o saying “BUY ME.” Aggressive, in your face branding and advertising can actually have the exact opposite effect you are trying to build. Think about it like dating. Woo the girl/guy, charm her, flirt, tease, entice. Don’t try to get to home plate at the on the first swing.

3. The Staff.
At a branded event every staff member is a brand ambassador. From the bartender, to the check-in staff, to the waitresses, to the DJ. Everyone is a representative for the brand so having a staff that is courteous, attractive, professional and attractive all help cultivate the premium experience for the staff.

4. Social “Call-to-Action”
Because you want a lasting impact to stay with your guests when they leave you need a savvy social media plan. 1. Facebook event page- this is where all your info is displayed the where, when, why. 2. Ticketing confirmation and RSVP whether it’s splashthat or eventbrite these tools keep track of guests contact info (which is imperative to your mailing list) plus allow more branding activations on their pages 3. Custom hashtags allow you to see the impact of the event as well as cool photos people post themselves. 4. Snapchat geo-filters further propel this conversation outward on a variety of platforms. 5. Also what I like the most “Marco Polo” App which you can send custom video messages to all your attendees with announcements and then thanking them for coming. 6. Finally get everyone to follow your instagram and FB for further updates and news. Give your guests a little treat like a discount code on their next purchase or VIP access just for showing up at this event. Remember to seduce, charm, tease, your fans not go all in for the close right up front.

5. The Wrap Up
So what’s next? Your branded event was a huge success, the venue was amazing, the decor inspiring, the staff charming as hell, and the whole thing went off without a hitch. Video. Text. Voice. These three pillars of marketing are the three content channels with which you should develop assets from your event to keep your brand on the forefront of people’s minds. Use your event vid to chop up into super 1min chunks for IG, Use stills as a little reminder of the great times your guests had, and finally follow up with a blog or an email thanking everyone for coming and give them a little extra discount on the side for being so super cool.

BONUS

Events are one of the only ways I know to combine all of these things into one element. It’s all encompassing and totally immersive. These are the kinds of things that leave lasting impressions on people. Deep meaningful impacts because they touch the soul and something emotional within us. Seeking this deeper connection is much more meaningful than spreading all your marketing work to as many channels to as many people as possible without saying something meaningful. Depth not Width

Go to the profile of HighLife Productions

HighLife Productions

NYC Event Production

Event Production in NYC

HighLife Productions February 9, 2017

Hello.

Hi.

How are you?

We are event producers here in NYC. HighLife Productions is founded on the belief that in our digital age we still want real human interaction. What better way to achieve this than a party. Which is precisely why we are here. Welcome. Have a seat. Have a drink. Have something to eat. Dance. It’s going to be a long strange trip.

HIGHLIFE PRODUCTIONS

What is Secret Summer?

Secret Summer

HighLife Productions February 11, 2017

Farm-to-table tailored cocktails, professional dancers and invigorating music all in the concrete jungle? Once a year Secret Summer provides this unparalleled experience; if you are in the city you need to go!

I’ve had a lot of cocktails what is so special about the cocktails at secret summer?
I promise you have never had cocktails like these (if you have not attended Secret Summer the past). The cocktails are carefully crafted from freshly collected ingredients, harvested from New York City’s own Farm One. These unique cocktails are crafted by expert mixologists from RAPT who have spent most of their lives in the kitchen as chefs. They are bringing their talent to craft you your perfect drink. Trust me when I say the more you drink the better the drinks begin to taste.

But I don’t like bespoke cocktails should I still attend?

Not a concern. If you are not into cocktails but are still looking to get your booze on the event hosts a Giant Beer Pong game played with full-size kick balls. This crazy spin off to a classic party game will be sure to test your skills but also entertain for hours.

Where is the event hosted?

The event is hosted at the Foundry in Long Island City. The Foundry has a stunning courtyard where a lot of the events take place, it is rare to see such a vibrant setting in a major City. Photos of the foundry can be found below.

What about food?

Secret Summer has you covered. Delicately crafted snacks crafted by RAPT are constantly in circulation. However, if you are looking for a more filling meal, Secret Summer hosts the best food trucks in New York City. In the past the event has hosted everything from the Morris Food Truck, serving organic grass fed grilled items, to the Van Leeuwen Truck, serving Artisan Ice Cream.

And Entertainment?

Here is where we are going to blow your mind. The event hosts face painters, tattoos artists, photo booths, professional musicians, dazzling dancers, beautiful women and handsome men. At the 2015 event, which had a Midsummer Night’s Dream theme, actors from the Shrunken Shakespeare Company could be found all around the venue, assuring a constant stream of entertainment. Trust me when I say, leave the entertainment to us, you will not be let down.

Be sure to follow HighLife Productions on Facebook, Twitter, and Instagram for updates on Secret Summer 2017 and other future parties and events!

Wearable NADI X

Wearable Experiments the wearable technology brand tapped HighLife Productions to help them put together an innovative branded launch for their new line of yoga apparel called NADI X. Neuehouse provided the venue and HighLife Productions provided vendor selection, branded partnerships, event production, and model staffing. Signature Herradura coconut margaritas were served in bespoke hand cut coconut & company branded coconuts for all to indulge. A gorgeous spread of charcuterie and artisanal cheeses delighted the senses and the evening was capped off with a panel discussion led by Refinery29 and an immersive yoga demonstration of the new line.

Services provided: NYC Event Catering, Cocktail Design & Mixology, NYC Model Event Staffing, NYC Event Design, NYC Event Production, NYC Venue Sourcing, Event Photography.