Convene - February 2016

snapped while posing or hamming it
up. Those photos then were posted on a
branded PUMA web page.

“People train for months to do the
race, and they’re really proud of it,”
Leonard said. “They were really happy
to have a nice memory they could share,
that said, ‘I was there, I did it, I finished
the race and that’s my score.’”
But those exuberant, sweaty finish-
line photos served another purpose,
too. They enabled Innovision and
PUMA to track participants as they
shared their images. At the Morrisons
Great Newham London Run in July

2015, Innovision collected 264 emails
for 328 photos, which in turn gener-
ated 319,000 shares on Facebook and

2,560 unique visitors to the branded PUMA platform. For another event, the 13-mile Morrisons Great North Run in northern England, 300 finish-line photos generated 515,000 Facebook impressions and 2,600 unique visitors. Overall, the average click-through rate on the PUMA banner (on the branded page) was 60 percent.

“That’s extremely high,” Leonard said.

“Usually when we do an event, our
average [banner clicks] are 14 percent,
which is already huge. We’d never
seen 60 percent before. I guess people
wanted to look at shoes!”
Rutherford added: “It was the first
time we’d used social metrics as part
of PUMA’s activation at the Great Run
series, and it opened up a new perspec-
tive on demographics, behavior, and
engagement, with the product click-
through links to PUMA retailers on
the Headoo platform. The analytics
and insights it gave us were invaluable.

The information was immediately
available, straightforward, and adapt-
able to what metrics we needed to see
and evaluate.”
Headoo charges a flat rate of $1,200
to $2, 100 per platform, and can keep
photos posted online for up to a year.
The company now works five to six
events per week, with U.S. clients rang-
ing from the Emmy Awards to medical
conferences such as the American
Society of Hematology’s 2015 Annual
Meeting & Exposition in Orlando this
past December, where Novartis AG
had a photo booth (see Breakout, at
right). “It’s about creating a unique
link with each customer. Your cus-
tomer becomes your brand advocate
on their own social media,” Leonard
said. “You’re able to track and measure
exactly who your customers are, who
they shared the content with, the word
of mouth produced on social media,
and how many people arrived on the
[branded] page and then interacted
with your banners.” .

Corin Hirsch is associate editor of Convene.

BREAKOUT

Striking Poses

If you think photo booths are only for younger attendees, think again. One of Headoo’s most recent clients was the Novartis AG booth at the American Society of Hematology’s 2015 Annual Meeting & Exposition in Orlando. “We did an activation with [No-vartis], with two photo booths, so people could have fun before the conference started, during the breakfast,” said Headoo’s Maia Fontaine Leonard.

Novartis provided superhero costumes, masks, and signs for attendees of all ages, who gleefully hammed for the camera. “It was during the breakfast,” Leonard said. “There was no [professional] photographer or anything. It was just about people getting dressed up, and they were posing with the ‘power to fight cancer,’ which was the theme.”