What’s On Your Mind?

Experiential Marketing for Globe & Mail’s app ‘Canada Q&A’, launched at the 2015 Canadian International Auto Show in Toronto, Ontario.

The original 20' x 20' activation pitched to Globe & Mail. It would be a lounge where consumers could hang out, check out the app, interact with Brand Ambassadors and chill out during the Canadian International Auto Show.  The framed portraits on the wall would have been famous Canadians' theoretical top-of-mind themes. We also included a live Twitter feed (behind chairs) that would showcase people's questions that were being asked during the Auto Show.

The original 20' x 20' activation pitched to Globe & Mail. It would be a lounge where consumers could hang out, check out the app, interact with Brand Ambassadors and chill out during the Canadian International Auto Show.

The framed portraits on the wall would have been famous Canadians' theoretical top-of-mind themes. We also included a live Twitter feed (behind chairs) that would showcase people's questions that were being asked during the Auto Show.

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While I was working at Influence Marketing, one of our clients was The Globe & Mail. They had created a new interactive app called “Canada Q&A”, where consumers could ask anything through the app. The questions would be filtered to the Globe’s long list of journalists and specialists. Topics ranged from economics to pop culture.

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For the official launch of the app, they wanted to create an experiential marketing activation at the Canadian International Auto Show in 2015. What we came up with was a concept for this. The mockups you see were the original concept (much of it was changed before the assets went into production, but I was so happy with this first look that I want to showcase this).

This example was the concept if the app showcase went on tour cross-Canada, and would station itself as a single unit instead of a 20'x20' activation.

This example was the concept if the app showcase went on tour cross-Canada, and would station itself as a single unit instead of a 20'x20' activation.

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What we pitched was the idea of a lounge. The Auto Show is a busy event, with a lot of foot traffic. The concept was to manufacture an environment where consumer could sit down, read a copy of the Globe, as well as try out the new features on their website as well as stations for the app itself.

There were booths as well where they could record themselves asking questions, instead of sending in written ones. Think Much Music’s Speakers’ Corner from the 1990s.

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We also included multiple sizes of the activation, so in case the client wanted to tour the country at different events and trade-shows, they could build various styles of the original concept to fit within the confines of each potential activation.