Plus Company ‘Cinder’s Cyber sip at SXSW’ Technology Singapore
THE BRIEF
Following a merger and rebrand, We Are Social’s parent company, Plus Company, was ready to make a splash at SXSW 2023 in Austin under its new name. We were tasked with coming up with an activation that would take centre stage for Plus Company’s event at the conference and demonstrate the agency network’s combined capabilities.
OUR INSIGHT
Following a merger and rebrand, We Are Social’s parent company, Plus Company, was ready to make a splash at SXSW 2023 in Austin under its new name. We were tasked with coming up with an activation that would take centre stage for Plus Company’s event at the conference and demonstrate the agency network’s combined capabilities.
tHE IDEA
Cinder is WAS Singapore’s own virtual influencer created entirely in-house and brought to life through the latest innovations in virtual production.
For SXSW 2023, we brought Cinder to life with an interactive experience where Cinder served up unique cyber experiences as a host and mixologist for SXSW attendees, all in real-time. To spread the news and draw attendees to Cinder’s Cyber Sip, we put up posters across Austin with QR codes which led people to a CAPTCHA and directed them to the IRL activation.
RESULTS
Global reach
3.3 million social and earned media impressions spanning North America, Europe and APAC.
High engagement
Queues down the street to meet and order a drink from Cinder created a memorable in-person experience and resulted in 500k+ earned social impressions from attendees sharing it on their social channels.
Multi-agency collaboration
We successfully shined the light on the combined capabilities of Plus Company’s global network of agencies in front of one of our industry’s largest events, positioning the company as a leader at the intersection of marketing, innovation and technology.