Experiential Marketing Event
The Problem:
Within this project, I was working to develop an interactive event or experience that will create a positive connection between the Bethel Community with the Art and Design department. This included developing the concept and program of the overall experience, as well as the fabrication of three-dimensional props, set backdrops, and the development of any printed materials or digital content necessary to run the event.
The Solution:
I approached solving this design problem by first brainstorming event ideas and then creating initial crude prototypes of a few events that I then selected from to begin designing. I then used the extensive branding that I had created in Art and Design Department rebrand to guide me within the event. The event was a Mario Kart Tournament centered around the mood of returning to childlike creativity and creating a memorable experience that will help to break down barriers that divide the art and design department from the rest of Bethel. I also wanted to switch on the creative brains of the wider Bethel population in a fun and inclusive way. With this in mind, I began planning the event layout in Sketchup and developing signage (scorecard, map, instructional steps), three-dimensional materials and, social media promotional materials.
The Art and Design department event is an interactive homecoming activity to introduce students from all disciplines to the fun and inclusive family that is the Art department. The event itself is a Mario Kart Tournament where students will form teams of four from their dorm and compete in five different digitally projected classic Mario Kart races. Each team member will be able to design their own laser-cut cardboard car with the provided materials. After all of the races, each group will have a winner, and the Art and Design faculty will help determine the overall winning dorm based on creativity and total points earned. The winning dorm will receive points which will lead them closer to a homecoming win.
Students will receive this two-in-one scorecard and map when they are working to design their race cars which they will be able to carry with them through the courses. Helping to keep track of the points scored and telling them where to go next. These four signage pieces help to lead the students through the event. Helping to provide clarity and recognition of the event design and the branding of the Art and Design department.
The event promotion is solely a digital one. It will be promoted on both the Bethel University student government Instagram as well as the Art and Design department Instagram aiming to reach a wide variety of students. The social media promotion holds the same ideals as the Art and Design department social media campaign when it comes to the voice and focuses on student interaction.