Portal From Facebook “The Get Together”
CHALLENGE: Facebook launched the company’s first foray into hardware, Portal from Facebook, a few months after Mark Zuckerberg testified in the Senate Hearings on Data Protection Regulations. The timing couldn’t be worse for a video calling device meant for the home. We needed to humanize the product and show potential customers how Portal could add value to their lives.
SOLUTION: Portal from Facebook allows you to feel like you’re together in the same room even when you’re far apart, and we felt nothing would be more impactful than experiencing this first-hand through a narrative-driven demo-experience using Portal as the tool to encourage connection between people separated by physical distance. We hosted The Get Together, an immersive, theatrical experience within a meticulously designed eleven-room home in the middle of New York City. From comedic improv with a cast of relatable family members, to distinctively styled rooms, to custom-knit sweaters, we ensured that every touch point of the journey was considered.
RESULTS: The Get Together preformed well above industry benchmarks for experiential marketing. 85% of guests said they would consider buying a Portal after going through the experience which directly translated to a X8 increase of Portal sales in the NYC market (with no products sold on site). We also saw a 400% lift in positive social mentions for the brand. To make sure we reached the right audience, we created an integrated marketing campaign which drove 60% of qualified event traffic and allowed those outside of New York City to experience the event remotely.
The Design
Guests were immersed in a highly stylized world, with 11 rooms themed to reflect the personalities of the characters with whom they would interact. We scoured local small business and the internet to curate over 150 unique items per room and developed individualized color stories, custom detailing, fixtures, furniture, and finishes to invoke the warmth of a real home.
Every touch point was thoughtfully designed: sweaters for 47 ambassadors, cocoa mugs with custom artwork, 50+ pieces of quirky signage, carolers set lists, and more. A holiday card photo booth wrapped in a festive Portal pattern was made for guests to share on social or print to mail on-site to a loved one.
Pre-Event Film
To spread the word we worked with Buck Design to animate our characters in an original teaser film, and sent out personalized invitations. We designed assets across nine marketing channels including a film, unique Instagram stories, taxi TVs, custom Instagram stickers available at the event and hosted an opening night holiday party for influencers.
Results
Guests spent an average time of 40 minutes at The Get Together (almost 3X what was anticipated).
85% of guests said they would consider buying a Portal after going through the experience.
8X increase in Portal sales in NYC compared to prior weeks.
3X lift in positive sentiment for Portal across social during the holiday season.
122 hours were spent on Portal calls.
The Get Together drove a 400% lift in positive social mentions of Portal's hashtags
The Get Together marketing efforts drove 60% of qualified event traffic.
85% guest participation rate at the portal photo booth, shared widely on social media
34 Million total impressions.
Agency: Giant Spoon
Creative Team: Sarah Romanoff, Marisa Milisic, Susyn Herridge, Vikram Sharma