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Case Studies

Consumer Electronics Case Study

3M Interacts with Millennials at South by Southwest Interactive

Objective

Bring the story of 3M innovation to life and raise awareness for the brand among millennials.

Approach

  • Hunter PR developed an engaging, interactive lounge environment at South by Southwest Interactive where conference attendees could relax and network, as well as explore 3M's many diverse technologies.
  • Technologies on display included 3M Touch Displays, 3M Architectural Markets lighting solutions, 3M Virtual Presenter, 3M Novec Fluid, 3M Quantum Dot Enhancement Films Displays, 3M Mobile Projectors, 3M Thinsulate, 3M Privacy Filters, 3M Post-it Notes and Scotch Tape.
  • Hunter PR also drove social buzz through creative digital activations:
    • Social vending machine: dispensed 3M Screen Protectors and tweeted at attendees.
    • Augmented reality app: allowed attendees to share the most innovative ideas heard at SXSW, which were then displayed on an augmented reality wall.
    • Twitter balloon: every idea shared via Twitter with a dedicated hashtag inflated a larger-than-life 3M Idea Balloon. Prizes were awarded to the attendee whose idea popped the balloon.
    • 3M Virtual Presenter: a life-like digital avatar gave conference attendees suggestions on what panels they should attend.

Results

  • More than 122 million PR impressions over three years of activations.
    • Highlights: Mashable, FastCompany.com, AOL Advertising, The Huffington Post, Wired.com, CNET.com, Adweek.com, Yahoo! Finance and Austin American-Statesman
  • Lounge attendance by key influencers and members of the media.
  • Significant social buzz, with a dedicated hashtag trending in Austin during the conference.

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Tags

Zyrtec

The 3M Idea Exchange Lounge at SXSW Interactive offered attendees an exciting opportunity to explore and engage with 3M’s diverse technologies while relaxing and discussing ideas that were trending at SXSW.