Brand Ambassador: Aissa L
Event Location: Los Angeles, CA
Quickly describe the activation. Where was it taking place? Was it part of a larger event (Ex. Super Bowl)? Who attended the event?
The Hennessy activation took place at The Vault, which is a night club located in down town LA. It was not part of larger event. It was simply an on-premise event where consumers got a taste of Hennessy with cranberry and pineapple juice. Consumers who purchased a cocktail that night payed less then what they would normally pay. Consumers also enjoyed and got to keep glow sticks and sunglasses which were given out.
How did the brand ambassador team help or enhance the overall experience for event visitors?
Brand Ambassadors enhanced the consumer experience by giving out complimentary tastes of Hennessy to start the night off right, by creating a fun atmosphere that exudes a sexy sophisticated and luxurious lifestyle, by passing out fun trendy giveaways, and of course by offering Hennessy cocktails at a discounted price.
What did the event visitors learn from the experience after having spent time at the activation?
Consumers learned brand knowledge, social media updates, and how to diversify Hennessy by mixing it with mixers.
What elements of the event experience caused visitors to be initially interested in the activation?
The complimentary tastes of Hennessy, the eye catching set up with bottle glorifier, and the glow sticks/ yellow sunglasses.
What did the presenting brand gain or learn from having a presence at the event?
The brand gain further exposure, social media tweets, consumer conversion to preference Hennessy, and opportunity to share with consumers the great taste and quality of Hennessy VS.