Reveal Review

This Week Was the Spring Day Reveal Party

The reveal party is a key element to the marketing of Spring Day. It capitalizes on the excitement of students to create an event bigger buzz about the event. At the reveal part we release the name of the artist(s) and begin to talk about the theme of the day. 

Our reveal party was supposed to be outside next week. We had panned to put a hot air balloon on the library quad and drop the name of the artist from the balloon. Unfortunately, because the weather is unpredictable and they're going to have a giant ten on the quad for accepted students day, we had to come up with a backup plan. It's really too bad because the hot air balloon stunt would have been experiential marketing for an experiential marketing event. 

Since the hot air balloon was nixed, we had to come up with a backup plan. We teamed up with HYPE to make a video instead. We wanted a ton of people to come to the viewing party of the reveal party so I created a combo of guerrilla marketing and social media marketing tactics to get people excited and inn attendance at the reveal viewing party. 

When students woke up Tuesday morning, they probably encountered some mysterious posters in peculiar places all over campus. The posters were a hint that the artist would be revealed, but didn't give any details. (See Photo)

To make the posters even more visible to students, overnight, I turned to social media. Within my personal network (other members of the campus activities board), I asked contacts to take a picture of the posters they saw around campus and add them to their  Instagram or Snapchat stories. 

CAB social media also posted the logo with no details on their channels. Stories and embedded posts. During the event, CAB went Facebook and Instagram Live so more people could watch the reveal.

I reached out the the Bentley University social media manager to reach a wider audience. I scheduled a "take over" of their Instagram Story. The takeover started the morning of the event with a repost of a CAB image of the undefined Spring Day logo. When the event was only an hour away the takeover ramped up, I captured photos, videos, and boomerangs of the behind the scenes action. The countdown was on and posts kept going until the announcement was made. Capturing the reactions to the announcement of "Travis Scott" was priceless. The content created from the party enhance the branding of Spring Day.

So how is all this related to my LSM?

The reveal party, guerrilla marketing, and social media strategy are all specific tactics in my Marketing Plan for Bentley's Spring Day. These tactics were all situational that needed to be modified last minute so accommodate for circumstances out of our control. I didn't have the chance to write these tactics in my Marketing Plan before they were executed. 

For future tactics, I probably won't be able to write about them until after they are executed as well. The rest of my tactics will mainly be implemented on April 29.