Background
As the official sponsor of the 2nd annual TEDx Toronto after party, the brief was simple – showcase our technology and thought leadership within the local agency community, with a goal to increase visibility and generate leads for new hire prospects.
But getting the attention of this “seen-it-before” audience is difficult at the best of times. To do so while competing with free-flowing drinks and a hot DJ only made the prospect that much more challenging. To be successful, the method of promotion would have to add to the fun of the party and be something truly new and unique. The Proximity Pour was all of these things.
Idea
Conceived in partnership with InteraXon, the Proximity Pour was an innovative, thought-controlled experience that pushed the Proximity brand into new territory.
The challenge to partygoers was simple… Using only the power of your mind, pour a virtual martini faster than your opponent and win an all-expense paid trip to the bar.
With InteraXon’s custom code powering the thought-controlled, beta-wave-measuring back-end, we designed a flash game that connected with their EEG data processing system. Once outfitted with the special headset, the harder participants focused on the task in front of them, the faster their martini would flow.
Results
The installation was an immediate hit. Buzz about the Proximity/InteraXon collaboration reverberated throughout the venue and lineups to participate stretched across the room for most of the night. Approximately 50 potential contacts were actively engaged per hour over the five-hour event while many more crowded around to watch. Several high caliber leads were generated in the days following as a direct result of the activation.
Awards
John Caples International Awards
Agency Self-Promotion – Silver