CicLAvia tasked our team to create an impactful marketing strategy so we went on a journey to discover how to have a strong evergreen user-generated content campaign. Focusing on quality – we looked at everything around popular content while considering CicLAvia’s market, the Urban Explorer. Our team designed a marketing campaign that targets generating viral moments by co-creating content with event attendees by having a dedicated Stories Station that has various prompts like Turn the Page and the Silly Walk Challenge. In the future our team would like to incorporate physical designs into the marketing strategy.
How might we capture and share the culture and community of CicLAvia events?
Our team found that proposing a marketing strategy that encourages evergreen user generated content to be shared by CicLAvia and followers creates high levels of user engagement during the event and has a long online discovery cycle.
Create opportunities to entertain, encourage people to have fun, engage the community to highlight their stories, and use Story Stations to attract attendee participation in co-creating evergreen content during CicLAvia events.
The Meow Orb is a customizable character that allows users to create a personal bond with it through the app, guiding them through an immersive story in the Convergence Universe. It was developed with with IxD program in partnership with Macher and Meow Wolf as a gift shop item for the Convergence Station.
How can we create an interactive experience that allows users to relive the memories of their visit and discover more engaging and puzzling content, and how may we add value to Meow Wolf's shop purchases and promote further engagement with their installations and products?
The Convergence Station is a destination and lifestyle, and our team treated the Meow Wolf lore and universe like a Disney or Pokemon franchise to identify high purchasing power products for dedicated fans.
Experience the excitement of the Convergence Station anytime, anywhere with the Meow Orb, a smart light and entertainment companion that pairs with the Meow Wolf App and allows you to bring the fun home and share it with friends.