In addition to sponsorship activation at events like the U.S. Open and proprietary events in key markets, MKG manages digital and social media marketing for evian®. This includes profile design and management, community and social integration at live events, and metrics reporting and analysis for all social media platforms.
Tasked with monitoring consumer engagement of evian's various social media communities, MKG utilizes its expertise in experiential marketing to set and manage evian's comprehensive strategy and execution, connecting live event marketing to the digital space. In doing so, we're able to maximize the impact of both.
evian® reaped the rewards of MKG's integrated approach to event marketing and social media management with the Live Young, Skate On! event in Miami Beach. In a 360-degree execution, MKG helped conceptualize, design and produce both the live event and the digital engagement. We partnered with the digital platform RecordSetter to set the World Record for longest roller skate conga line, tapping into potential new fan bases through Miami's huge community of skate enthusiasts and RecordSetter's worldwide audience. The event was pre-promoted with an online sweepstakes and various partner promotions that enabled evian® to extend the spirit of Live Young, Skate On! nationwide.
To further increase reach beyond the physical event, MKG hired local chalk artist Marcello Ibinez to Live-Tweet the event with chalk illustrations on an evian® branded chalkboard. Photos of the illustrations were shared via evian's® Twitter profile and Facebook page. evian® enjoyed spikes across its social footprint on the day of the event, especially in Miami. There was a 60% increase in @evian® mentions as well as 1150% increase in re-tweets. Facebook “Likes” and Twitter followers grew significantly throughout pre-promotion and even after the event concluded.
Live Young, Skate On! earned a healthy amount of traditional press which further amplified evian's message and reach. The event was featured on the front page of The Miami Herald, garnered TV coverage from MSNBC and Univision, appeared in Star Magazine with celebrity host Gabrielle Union, and online via The Huffington Post and Miami Magazine's Twitter feed.
evian® and MKG continue to work together to seamlessly integrate the way consumers experience the evian® brand, online and off. Combining the two makes for an amplified and cohesive message across platforms.