Facebook — Mars

Portal From Facebook “The Get Together”

Portal from Facebook is a social hardware device that allows you to feel like you’re in the same room as your loved ones even when you’re thousands of miles apart. To launch the product during the holidays, we hosted ‘The Get Together,’ an immersive theatrical experience that celebrated what the season is all about— spending time with loved ones. ‘The Get Together’ was programmed for guests to feel connected during the holidays through the product.

Essentially, it was a product demo that never felt like a product demo.

PRE-EVENT TEASER FILM: To spread the word, we turned our experience into an animated short story and spread it throughout our NYC market.

The Details:

We treated the entire space as if it were a neighborhood. From grass in the front yard to texturized wallpaper in Grandma’s kitchen to custom built furniture and signage that reflected the personalities of the people (actors) who lived there. We wanted guests to feel as if they were really inside the homes of these characters.

Every touch point and every detail was carefully thought out—scripts crafted for our 10+ actors, sweaters for 47 ambassadors, cocoa mugs with custom artwork, 50+ pieces of quirky signage, carolers’ set lists to entertain guests while they waited in line etc. There was even a holiday card station with a photographer who captured family photos for guests to share on social or print to mail to their loved ones right on-site.

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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 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: Vik Sharma (CD), Sarah Romanoff (AD) and myself (Concept/Writer).