Every year hundreds of the world’s largest beauty brands attend Beautycon - the central hub for all makeup and beauty lovers - for a weekend filled with activations, giveaways, and the chance to acquire new customers and build brand loyalty with existing customers. Beautycon 2019 was no exception. Beautycon selected Event Farm to help sponsors capture invaluable attendee data and engage with them in unique ways at Beautycon 2019 in NYC and LA.
Each guest was given a branded Beautycon wristband with a NFC/RFID chip. Sponsors used Event Farm’s EFx (experiential) mobile app on Android and iPhone devices for lead capture to activate and scan 18k+ wristbands, capturing the data (name, email, cell, etc) of guests entering their booth/activation. No more lists of +20k email lists for data entry come Monday morning.
Also included in the experience was the EFx virtual queue module that created a digital line to help reduce line footprint, the mobile photobooth for brands to take advantage of their photo opp experience, and product pick up to help with inventory management and potential repeat consumers.
Baseline functionality for each of sponsor booth was a very quick way to execute lead capture. Any guest to the booth will just need to have their wristband scanned by a Droid/iPhone device, which transferred the guest data (name, email, cell, etc) to the brands via the EFx app. No more lists of +20k email lists for data entry come Monday morning.
Each brand had their own device which included a phone dedicated to taking photos with the mobile photobooth module. Once the Brand Ambassador takes the guest’s photo with the roving photographer app, they immediately scan the guest’s wristband which sent the photo to the guest via SMS.
Virtual queue module allowed guests to digitally wait in line while going to experience other part of the activation or experiences outside of that booth. The brand ambassador scanned the guest’s wristband, which put them on a digital waitlist (much like a restaurant reservation). Once their turn in line came around, the Brand Ambassador selected the guest’s name which sent a text to the guest to let them know it was their turn for the brand experience.
The product pickup module helped brands distribute products to guests. Some brands had multiple types of gifts, which the module helped the brand keep track of inventory in real time. Many brands wanted to limit one gift per guest, which wouldn’t have been possible without the EFx app. The Brand Ambassador would scan the guest’s wristband, which would trigger an alert if the guest had already picked up a gift.
And then, of course, a great aspect of creating a digital engagement platform at a large expo is the data that you capture. Peak interaction times, number of products given away, and dwell time are just a few examples.
