Beautycon
Making the most of every engagement at Beautycon
Overview
Every year celebrities, influencers, makeup artists and hundreds of the world’s largest beauty brands celebrate their love of beauty by attending Beautycon Media’s Beautycon. The conference gathers thousands of makeup and beauty lovers for a weekend filled with product launches, free samples, and the chance to network with like-minded attendees.
Challenge
While the conference includes selfie moments and makeup samples, it also strives to create an engaging, memorable environment for its attendees, sponsors, and exhibitors. Beautycon was seeking a solution to help their exhibitors capture invaluable attendee data and engage with them in unique ways when they entered their booth.
The experience needed to be frictionless, engaging and produce insights that can attribute to the overall event ROI.
Solution
Using Event Farm technology, guests were checked-in and given a branded Beautycon wristband with a NFC/RFID chip to use throughout their experience. Upon entering the exhibitor booths and/or specified activation areas, conference exhibitors and sponsors used Event Farm’s EFx app to scan and capture attendee information via the branded wristbands. All data collected was immediately synced into the Event Farm platform to generate real-time insights.
Also included in the experience was the EFx virtual queue module that created a digital reservation system to help reduce long lines, a mobile branded photobooth for sponsors to take advantage of organic reach through social sharing, and a mobile product pick-up to help manage inventory and potential repeat customers.
Event Information
Conference with 30,000 attendees and 100+ exhibitors
Event Farm Technology
Check-in
NFC-enabled wristbands
SMS Messaging (EFx)
SMS Polling (EFx)
Roaming Photographer (EFx)
Product Pick-up (EFx)
Virtual Queue (EFx)
Event Reporting
Results
checked-in attendees using Event Farm Check-in App
total products sampled and tracked using EFx Product Pick-up
increase in net profit
Applying value to attendee data
At check-in, each guest was given a branded Beautycon wristband with a NFC/RFID chip. Exhibitors and sponsors used the EFx mobile app on Android and iPhone devices to capture attendee data (name, email, phone, etc), and also leveraged the data to better understand peak times for foot traffic, average dwell time per booth and who were current and new customers.
With the wristbands, Beautycon and its sponsors were able to seamlessly collect greater amounts of attendee behavioral data (such as the length of time spent visiting, number of interactions, etc.) to better understand their audience and improve future events.
Making the most of every engagement
Using the virtual queue EFx module, an exhibitor scanned the guest wristband, which put them on a digital waitlist (much like a restaurant reservation). Once their turn in line came around, the exhibitor selected the guest’s name and sent a text to the attendee to let them know it was their turn for the brand experience.
Personalizing attendee experiences
Using the EFx photobooth module, a number of exhibitors and sponsors roamed around the event to take pictures of attendees with a snapchat-like branded overlay. Photos were then sent via text message to the attendees which made it easy for them to share via their personal social channels and network.
The branded pictures offered personalized engagement for each attendee, while also generating off-site buzz and additional exposure for the brand featured on the photo.
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