The following case study is a prime example of how to combine online and offline engagement during an event and consequently increase the number of attendees and the reach of a particular event. Socialyse, an interactive agency by Havas Media, prepared and supported activities for Philips Lighting during the Festival of Kinetic Art of Light 2014 - a the three-day event when all the streets in Lodz (Poland) are set aglow with multimedia 2D and 3D video projections, laser shows, artistic light installations and architectural illuminations. Thanks to a contribution of both Philips Lighting and agency, information about the event reached out to almost 5 million social media users and the brand itself gained almost 1.5 thousand new followers. Check out the whole case study and find out how you can promote your event with social media!

2. POWERED BY:
HOW TO TRANSFER
OFFLINE ENGAGEMENT
INTO ONLINE TRAFFIC

3. A B O U T T H E F E S T I VA L
 The Festival of Kinetic Art of Light
 Three-day event when all the streets
in Lodz are set aglow with multimedia
2D and 3D video projections, laser
shows, artistic light installations and
architectural illuminations
 Organized yearly by “Lux Pro
Monumentis” Foundation in Lodz,
Poland
 LMF 2014 edition was the fourth
edition and took place at the second
weekend of October 2014
INTRODUCTION
Lig ht Mo ve Festival Lo dz 2 0 1 4

4. P H I L I P S L I G H T I N G
As the strategic sponsor of LMF,
Philips Lighting rose to the
challenge and provided
participants with different kinds of
entertainment. The company
turned the ordinary street into a
illuminated colorful lane filled
with numerous attractions.
INTRODUCTION
Philips Lightin g at LMF Lo dz 2014

5. 1 . I N C R E A S E E N G A G E M E N T O N P H I L I P S L I G H T I N G
S O C I A L M E D I A P R O F I L E S
2 . I N C R E A S E O N L I N E T R A F F I C R E L A T E D T O T H E
B R A N D
3 . I N C R E A S E S O C I A L M E D I A R E A C H O F C O N T E N T
R E L A T E D T O T H E B R A N D
4 . B R A N D I M A G E I M P R O V E M E N T
GOALS

6. 4 STEPS TO REACH THE GOAL
SPECIAL HASHTAGS
Socialyse encouraged attendees to post content
with specially created hashtag #cityoflight
(#miastoswiatla). Philips, Socialyse and Clipatize
also invited the city authorities and other influential
users to the Social Newsroom to increase the
impact of the campaign.
HASHBOARD
All mentions related to the event were gathered
through social media monitoring and then displayed
on a special hashboard.
LIVE COVERAGE IN SOCIAL MEDIA
Socialyse and Clipatizeprovided live coverage of
the event in a specially prepared Social Newsroom.
They published content in a real time on social
media platforms
SOCIAL NEWSROOM
All activities were operated from the Social
Newsroom, which was located in the heart of the
event.
#

7. People On
The Philips
Brothers
Street
0.5M
3,206
Mentions With
#Miastoswiatla
Hashtag
1,430
New Fans In
Social Media
4,794,352
Estimated Social
Media Reach
429
Mentions With
Both
#Miastoswiatla
Hashtag And
Philips Brand
RESULTS
What did Philips Lighting gain?

16. 1. Internet users eagerly join an online conversation during an event they take part in.
They enjoy combining online and offline activities the same time.
2. Hashboard with a social stream attracts users to post in their social media. Often
users will post something only to check if their status appear on a screen.
3. Hashtags are very powerful tool for content marketing. Social media users love
hashtags and they use them in plenty.
4. Influential social media users may help you in increasing an impact of your event. It is
good to invite them to cooperation.
CONCLUSION
4 TAKEAW AYS FR OM TH E C ASE STU D Y

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Natalia Chrzanowska
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Find out more about
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www.havasmedia.pl
Anna Płachta
Head of social
anna.plachta@socialyse.pl