NYE16

You may all think all starts with the advertising campaign, well you are wrong. What we are great at is being creative and this is why we know all starts from there. FlyEvents wanted something special and spectacular for the biggest New Year’s Eve event, organized in the 5-star Luxury Marinela Hotel. So we sat down and brainstormed. Finally we came with the idea to have a multi room party. This was something unique for the region that no one has ever done before. Every room had to have different atmosphere and music style played inside in order for it to give different experience to the guests.

Then came the dreaded negotiations with potential partners and artists we wanted on the event. We managed to get everyone we wanted – the biggest names of Bulgarian Pop, R&B, Rock & EDM music were in and it felt like a breath of fresh air.

Our team carried out the whole organization, advertising campaign and publicity afterwards

The advertising campaign itself turned into a digital blast! We created a website that served as a main information carrier for the event. The goals there were to be visually appealing, user friendly and maximum informative on the dates, the artists and the conditions. We also advertised it in the social media with a special Facebook page and promotional budget. There was a radio campaign that featured the voices of the most famous artists and inviting people to come and say their “Hello” to the upcoming year like never before. But the shining gem in the initial campaign turned out to be the Teasers. The team of ScreenMixer released two teasers that told two parts of the same story. The teasers featured two actors and presented the artists and the idea of the multi room party in a creative and engaging way. We knew they would be major thing in our campaign, but they literally turned out to be a blast and even provoked a few articles on them solemnly. They alone reached 23% of our target market.

With that campaign our phones didn’t stop ringing for 40 days even long after work hours, giving the chance of 2 000 guests to enjoy the New Year’s Eve party of their life. Among the sounds of Mihaela Fileva, Upsurt, Di4o & The Band, DJ Doncho & Alex Reave, DJ Cass and many more our guests dived into a spectacular night in the three rooms featuring absolutely different music and atmosphere. The event had gala dinners, bars, music stage, places to dance and the best part was every guest had the opportunity to walk around and see all the rooms no matter which one they had reserved initially.

As the team of ScreenMixer like to joke around “luckily for us they were there to capture every moment” and turn it into a spectacular after movie that we promoted in order to spread the vibe in the social media and strengthen the market position of the party.

As a result we have reached 30% of our target market, made a total buzz around the web and organized the biggest New Year’s Eve party that Bulgaria has seen.

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