Tuesday Top 5

Tuesday Top 5: Get Involved With On-Brand Activities at Corporate Events

Photographer: Picture This! Hawaii

For this week’s Tuesday Top 5 — where we pause to marvel and share a specific element, image, or detail from events we love — we’re focused on innovative on-brand activities at corporate events.

At any celebration, how engaged the guests are is a good measure of how much they’ll remember the event itself; when it comes to corporate events, that extends to their memory of the brand as well. This week we’re singling out five events that boosted engagement with clever on-brand activities that got guests talking, laughing, and doing. From a party that asked guests to self-identify as a “hero” or “villain” to an entry maze created entirely of the brand’s classic scarves, these events added the “funny” back to “business.”

1. SVEDKA Country Club

Rocking a chic country club theme, this launch party for SVEDKA Cucumber Lime was held at a private estate in Los Angeles and attended by the likes of actress and lifestyle guru, Gwyneth Paltrow. SHADOW, wove corporate branding into the country club-style activities of miniature golf (through a giant bottle of SVEDKA, of course), ladder golf, and bocce. Cut cucumbers were incorporated into the white and green flower arrangements from Floral Rush to reflect the event color scheme as well as the product itself.  A large custom “SVEDKA Country Club” logo featured a vodka bottle and limes and cucumbers created a perfect photo spot while clever signage kept the mood light with club “clues” like “Shoes and Clothing Optional” and “Snarkiness Required.”  

2. Bumble Bee-treat

This “bee-treat” sponsored by the Bumble app provided a social space for mixing and mingling at the base of the Aspen mountains. Pink Monkey Solutions incorporated the company logo into décor and gifts, with Bumble pillows, beachy bags, t-shirts, and stickers. Guests were offered cozy spots to relax at Shlomo’s Aspen, as well as curated cocktails and the opportunity to belly up to a branded oxygen bar — a welcome addition to this high-altitude, high-style party.

3. Hermès Silk Ball

Jessica Fels Event Production and Design curated this fashionable event with true Hermès grace. Partygoers entered the Hermès Silk Ball via a stone walkway flanked by gentlemen in suits sporting classic Hermès scarves as masks, creating a bit of an avante-garde style mystery. At the end of the walkway, guests encountered the most sophisticated of mazes  — one constructed entirely of the brand’s colorfully-patterned, iconic scarves. The maze offered beautiful fun and a trip through the history of fashion in one chic activity at the Royal Hawaiian in Waikiki. The event included other interesting on-brand installations as well.

4. Old Navy “Hi, Fashion”

This event launched Old Navy’s “Hi, Fashion” ad campaign  a playful nod to the brand’s approachability versus the unattainability of other “high” fashion brands. MKG produced the fun event at New York’s open, spacious West Edge. The cheeky tone was delivered through branded activities throughout the event tied to the theme, like a “hi, rollers” skateboard area and a “hi, beautiful” spot for making floral crowns. Creative Edge Parties catered a “hi, tea” area with whimsical updates on a traditional high-tea like colorful homemade Pop-Tarts.

5. Superheroes Vs. Villains

This fun-filled corporate anniversary from Paulette Wolf Events featured “The Joker” doing magic and “Spiderman” pouring champagne while suspended upside down. Cocktail napkins at this Superheroes vs. Villains-themed event assigned super hero names to party-goers based on their first and last initials while the décor featured popular comic sayings like “bam!” and “pow!” One particularly interactive feature of the event was a performance by pop star Jason Derulo accompanied by light-up arm bands worn by guests who were asked to choose their own light color based on their preferred “hero” or “villain” status; the arm bands were emblazoned with a custom event logo based (a heroic twist on the company’s logo) and were programmed to light up with the beat as the rhythm of the music varied.

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