By: Clay A. Lundquist
There aren’t that many events that I get excited about but Sundance is definitely one of them. I go to Sundance whenever I can but having the opportunity to be a part of a large scale activation was a big deal for me. My client and I have been working to activate at this event for several years and 2012 was our year. With about a month and a half to plan we set out to create a large lounge/sampling/PR area for all attendees of the fest and slopes.
Doing this meant cutting my trip to Puerto Rico and the festivities there short but it was worth it. Along with my business partner Joe and our trusted manager Mike we worked with our McDonald’s client to create a atmosphere that was inviting and recognizable to attendees. My teams main objective was sampling and coordination of suppliers. We were tasked with sampling the McCafe line along with various other products to everyone from skiers to celebrities. While we are used to sampling at events on the West Coast the heavy snow created challenges but also opportunities to have folks try our products for the first time.
With a large client such as this and many objectives needing to be covered this event was one of the best collaborative efforts I have been a part of. While we were there to sample there was also PR, product placement and Ronald McDonald House Charity aspects to our activation. In the past I’ve noticed when you have this many people all vying to make their part stand out you have issues. But this was different and became truly collaborative. Even though there were many different roles we all had the same goal. Now this is something that you would think would be a given but many times it’s not. It comes from the culture of the brand and the willingness of the people who represent that brand to take part. And not to just take part in their specialty but in every aspect of an event to make sure it runs smooth and the patrons are well taken care of.
That collaborative effort is what we strive for in our company constantly. Every person from the owners to the brand new brand ambassadors is there to represent us and if we create the culture for our company like the one I saw with our client at Sundance we will be in good shape and have happy customers.By: Clay A. Lundquist