The Casper Nap Tour hits Seven Cities
Fast-growing sleep startup Casper approached Empire to assist them with their latest marketing activation, The Nap Tour. To showcase their award-winning mattress while providing naps to those in need of rest, Casper built a custom trailer called the “Napmobile", complete with four luxurious sleep pods, each containing a Casper mattress, dimmable lighting, privacy shades and recorded bedtime stories. The Napmobile made stops between September and November in seven major cities: Boston, New York, Washington D.C., Philadelphia, Nashville, Atlanta, and Miami.
Empire took the lead on identifying the locations for each city and executing all strategic scouting and permitting logistics. For such a unique activation with a sizeable footprint, there was considerably planning involved in accommodating space for the installation, while capturing high foot traffic appropriate to their target demographic. Empire's scope of work ranged from preparing multiple location options with Casper prior to tour to the execution of all required permits, security, insurance and logistic considerations for load-in/load-out. Locations were unique to each city and examples span from renting out private parking lots in Boston and Philadelphia; obtaining city permits for public parks and plazas in New York and D.C.; contracting private empty lots in Williamsburg and Miami; and participating as a vendor at the Atlanta Arts Festival.
During the Nap Tour, the campaign gained more attention than we had expected from local passersby in each city as well as from those following Casper on social media. Each activation day saw an average of 300 - 400 nappers in addition to multiple indirect impressions. The program was also picked up by local press outlets covering the eye-catching installations.
Empire is proud to serve leading brands with innovative event marketing activities and branded installations in the U.S. and around the world.
Guests received their first taste of technological innovation at registration, where they were welcomed by name on a reactive LED screen installation covering the full width of the entry wall. A large lunch café was created with a décor scheme that incorporated custom-built, ceiling-high steel LED frames draped with foliage to create smaller, intimate restaurant-style spaces that displayed both technology and nature.
A series of breakout sessions presented content targeted to attendees’ varied interests, while imagery displayed throughout the venue showcased real-life applications of how products designed to empower developers help to unleash the power of data and reimagine possibilities that will improve our world.
Every element of Microsoft Connect(); from registration, breakfast and keynote, to lunch and evening cocktails, were custom-designed to communicate exacting brand messaging and to deliver a high-touch guest experience to this important audience. The keynote and breakout sessions were livestreamed through an onsite studio built for this purpose and content was watched online by millions around the world.
Empire is proud to collaborate with Microsoft on this annual, top-tier business communication event.
To view excerpts of Connect(); 2017, please visit https://www.microsoft.com/connectevent
