Timid brands lack a competitive edge that often permeates the culture to the point of irrelevance. Brand engagement begins with the hearts and minds of those who represent it, and a lack of confidence in the ability to do something special resonates throughout every aspect of a brand’s identity. Brands with self-awareness naturally excel at generating brand awareness because they intimately understand their values, motivations, and objectives. When it comes to executing a special event, brands must know what makes them special.
Factory 360 specializes in identifying the unique and valuable attributes of a brand and building an original, memorable experience around those strengths. The diverse team at Factory 360 offers a collective philosophy that embraces creativity and intelligent risk for the greater purpose of providing special events that create lifelong memories. Special events are inherently incomparable, and brands that explore the uncharted territories of experiential marketing position themselves to make a substantial impact in the marketplace and a formidable cultural footprint.
Factory 360 believes that self-aware brands, like people, have something special to offer the world. Clearly communicating those individual qualities requires a deft ability to understand how they fit into the larger context of society and the prevailing consciousness of the marketplace. Iconic brands such as Apple, Starbucks, and Hermés communicate a proprietary brand promise through, among other strategies, partnerships and special events that celebrate their devotion to signature brand attributes from sleek designs and functionality to quality ingredients and sustainable practices to luxurious designs defined by unparalleled craftsmanship.
Special Events: Hennessy
Factory 360 provided Hennessy’s top sales performers with the incentive experience of a lifetime. Guests were invited to a weekend-long trade event in New York City that included tickets to attend the Super Bowl and related festivities.
Participants enjoyed a day of bowling at the exclusive NFL Celebrity Bowling Classic, where they were teamed with NFL players and members of the Pro Football Hall of Fame. Each guest received a limited-edition Super Bowl XLVIII commemorative bowling ball, pin, and shirt. Hennessy guests reveled at the Official NFL tailgating party at the IZOD center before being escorted to their seats at the Super Bowl.
Factory 360 worked closely with Hennessy to define the brand’s goals with the Super Bowl event and how those objectives aligned with the brand’s values. Hennessy expressed the importance of making guests feel part of the brand identity, which exemplifies an exclusive and classy but lively VIP experience with warm people who appreciate the memorable moments in life. Together Factory 360 and Hennessy collaborated to provide the brand’s top sales performers a weekend they’ll remember for the rest of their lives.
“I've been involved in many Sales incentive programs, but I simply don't recall ever hearing participants praise both the sponsoring brand team AND the agency that did all the heavy lifting. From swag bags to events, transportation to communications, the guys could not say enough positive things about the experience.” - RODNEY WILLAMS, SVP, MOËT HENNESSY USA CLIENT
Check out the Hennessy Super Bowl special event in this video:
Special Events: The Latin Grammy Awards
The Latin Grammy Awards challenged Factory 360 with creating a one-stop beauty, culture, and leisure destination to generate brand awareness among prominent tastemakers in the Latin world. The Latin Grammy Awards also requested the special event garner international press on Univision, Vanidades, Cosmopolitan en Español, and Telemundo.
Factory 360 developed and produced the Suites de las Estrellas, a “Celebrity Prep and Gifting Headquarters,” that occupied the entire first floor of a 5-star Beverly Hills hotel. The Factory 360 team managed the brand customization of 10 meeting rooms and transformed the spaces into unique and engaging experiences for sponsors and celebrities, including a branded ballroom, which hosted a charity celebrity poker event.
The special event opened with a celebrity-filled charity gala followed by three days of an incessant in-and-out commotion generated by film stars, music moguls, publicists, and press and stylists pulling clothes for events leading up to the Latin Grammys. A live, on-site blogger documented the entire event, adding commentary and color to the festivities.
Call Factory 360 For Your Special Event Needs
Creativity is the core of Factory 360. Each member of the Factory 360 team believes the imaginative capabilities of the mind can create powerfully innovative ideas that revolutionize the relationships between brands and consumers. For brands in need of special events, Factory 360 offers an unparalleled collection of talented souls that listen carefully to brands and implement that information and knowledge into experiences that profoundly resonate with consumers and the marketplace.