ICE Factor and Experiential Marketing for Startups and Mobile App

A new app that is a community where people and businesses connect on their terms hired ICE Factor to enage consumers and encouraging them to download, register, and actively use the app, all while developing brand awareness.

The campaign involved Brand Ambassadors in red morph suits with QR code boxes strapped to their chests, explaining the app to festival attendees and helping them register. The first activation took place over three days, within which time approximately 640 users were registered and 10,000+ interactions/impressions took place.

The Brand Ambassadors in red morph suits served a number of different purposes. First, the bright red morph suits drew the attention of festival attendees and served as an icebreaker for engagement. The outfits also reinforced branding, as the business portrays itself as an exciting and dynamic company, and red is the color of the app. Most importantly, the QR boxes alleviated one of the steps of the download and also provided real-time, measurable data regarding the success of the activation. Almost all festival attendees had experienced the team and brand by the time they left the event.

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