You achieve more together. That was certainly true of the lifestyle event we organised for Sonos in Antwerp in the summer of 2016. Working with partners from the LVT Group, we brought together media, bloggers and influencers for an experience built around music and a welcoming setting.
The brief was clear: present Sonos as a high-end smart speaker system to leading lifestyle media and relevant creators. The idea was “Christmas in summer”, positioning the speakers as a gift before editorial teams finalised their seasonal plans.
Plan around the media’s calendar
Lifestyle publications often begin considering Christmas editions well before the festive season. Holding the event in summer gave us an opportunity to introduce the story while those plans were taking shape.
Graanmarkt 13, in central Antwerp, provided the setting. Music from the Sonos speakers, seasonal food and drinks helped create the atmosphere. The venue made it possible to show the product in a home-like environment instead of relying only on a presentation.
Timing and setting supported the same objective: give journalists and creators an experience they could connect with a future editorial theme.
Build a consistent story
The story centred on comfort, music and the feeling of being at home. Using our input, content specialists developed a narrative that reflected the Sonos brand and the purpose of the gathering.
That narrative also shaped the invitation. We worked with SjansenDesign, then the group’s graphic design agency, to carry the idea through visually.
Aligning the story, invitation and event made the concept easier to understand. Each element introduced or reinforced the same experience rather than competing for attention.
Bring complementary skills together
Eventive supported the preparations, including location scouting and the goodie bags. Progress took care of the media relationships and invitations.
Over the years, we had built interest in Sonos among lifestyle journalists, bloggers and influencers. That network helped generate registrations, while individual contact with potential guests completed the invitation process.
The collaboration allowed each team to contribute its expertise. Content, design, event production and media relations all had a part in delivering the final result.
An experience people wanted to share
Results were visible on social channels during the evening itself. The original report recorded more than thirty photos and stories shared by bloggers and influencers on Instagram, Snapchat and the then-new Instagram Stories.
The speakers, the venue and Graanmarkt 13’s catering provided visual material for guests. The event gave them something to experience and describe in their own way, rather than only a product specification to repeat.
For us, the combination of a satisfied client and visible activity around the event showed the value of bringing the right disciplines together.
Make the event serve the communications goal
This 2016 example was built around a specific audience and editorial moment. That is the starting point for an effective PR event: decide who you want to reach, why the story matters to them and what experience will help them understand it.
To discuss a lifestyle or technology event for your own brand, contact Progress Communications or find out more about our PR agency in Antwerp.
Céline
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