SMART HOUSE
Brand
C4 Energy
Industry
Beverage
Category
Brand Campaign, Experiential
Location
Austin, TX
Background
C4 Smart Energy was getting a fresh look with new flavors, packaging, and positioning. As the Official Energy Drink of SXSW 2023, the brand needed an event that would be the first in-person opportunity to create solid connections with consumers and showcase the amazing product benefits and flavors through an immersive experience.
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So we were tasked to create a show-stopping SXSW experience that sets C4 Smart Energy apart from the competition while driving top-of-mind brand awareness and increasing household penetration by creating moments that will transform how our consumers think.
The guided experiences featured different rooms for fans to explore, including an immersive video experience that showed the debut of the new "4 Moments of" campaign ad, highlights how Smart Energy is the fuel for your daily mission toward greatness.
At our photo engagement, guest could define their moment inside our activation. Those images were later turned into a OOH campaign with images from our activation put up throughout the city of Austin.
Those images were later turned into a OOH campaign with select photos from our activation made into posters installed throughout the city of Austin.
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Idea
We transforms a venue for SXSW and turn it into our premier experience site that draws large crowds, garner good press, promotes our coveted partnerships, and showcase emerging talent across various industries.
Combining inspiring storytelling moments, culture, and community, our C4 Smart House will position C4 Smart Energy as the fuel for your daily mission towards greatness.
Guests discovered their inner street artists and create one-of-a-kind graffiti-style streetwear. The customization station was set up inside the activation space, designed with graffiti from local Austin artists, paying homage to creator culture.
Outside, in our Flavor Lounge, guests could try all 8 new flavors of Smart Energy and enjoy music from four (4) live performances from SXSW artists each day.
Results
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157,000 cans of C4 Smart Energy sampled at SXSW
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6,594 visitors to the C4 Smart House
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30 Press Hits garnered 607M Impressions and $33M EMV
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Brand channels garnered 13.4M Impressions and $354K EMV​
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18.4K TikTok Likes generated from 13 total TikTok videos​
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3K+ Views generated from IG/TikTok Live
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Lil Yachty story plug of himself sipping C4 Smart Energy (3M estimated impressions)​
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6 C4 Energy Talent Ambassadors posted 64 times resulting in 1M impressions
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Smart Energy grew >4x quicker than Ultimate in the Austin C-store market during SXSW ​
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Smart Energy grew 7x faster in Austin compared to the 7-Eleven national total
