Independent agency R&R Partners announced today that it has won a Hidden Gems award for Best Product Launch Event (with 1,000 to 5,000 attendees) for an event it created on behalf of client Blockchains.
R&R put together the most touted immersive experience, Blockchains Global Launch event, at DEVCON 2018 that took place at Prague’s iconic Forum Karlin last November.
Blockchains plans to build a city on 67,000 acres in the Nevada desert that fully runs on a public, open-source, blockchain-based computing platform. The company needed an engaging, interactive and visually dazzling way to bring its vision of this Blockchains City to life on a single night in order to win over an audience of skeptical developers and investors at DEVCON 2018—the world’s biggest Ethereum blockchain event.
To achieve this, R&R Partners created multiple activations that used holograms, 3D animation, projection mapping, and other technology to give 1,700 attendees an immersive tour of the yet-to-be-built ‘Blockchains City.’ While the technology has not been developed yet, the event aimed to show attendees how this emerging technology can be harnessed as a more efficient energy source.
As guests made their way to the experience, projection mapping on buildings along the route teased the story of Blockchains City. Upon arrival, they passed through an LED tunnel transporting them into the ‘space,’ which was outfitted with LED-responsive lighting synchronised to DJ beats.
During the event, Blockchains founder, Jeffrey Berns, introduced a holographic co-host who was inspired by his daughter, who had challenged him to make the world a better place for her generation and ones that follow. The hologram depicted a young girl and was created using a state-of-the-art volumetric and green-screen capture process, then projected onto a Holo Scrim, enabling the girl to interact and guide the conversation in real time.
Jeffrey then took the crowd on an immersive tour of the proposed city using computer-generated interpretations of the architectural plans projected onto a 60-foot LED wall.
The Blockchains presentation at the event achieved mind-blowing results, garnering a 6,100% increase in website traffic, a 289% increase in Twitter followers and a 2,283% increase in Twitter profile views.
R&R worked with Digital Domain, Algorithm and JGS Group LLC to integrate the elements such as projection mapping, the hologram and the holocity into the presentation. Sandro Baebler, from production company cake-factory, produced the hero portrait images and videos that were used on all digital, digital OOH, print and projections. Cosmo Street helped with editing.
R&R also won Best Event/Conference Experiential Activation for Blockchains Global Launch from Adweek Experiential, which called the event ‘extraordinarily creative, inventive and engaging.’ Worldwide Partners’ Impact Awards also recognised the Blockchains campaign with a Best of Show and B2B distinctions.