Objectives
Wildgoose was approached by Black Sparrow Events, who look after all external events for Vans, to provide an interactive and experiential event for 170 delegates from 12 different countries; all coming to London to explore, get together and learn about a selection of new Vans collaborations; Vans X Karl Lagerfeld and Vans X Peanuts. The client also specified the importance of the event location and wanted to make sure it took place in areas of London that represented the original, cool vibe of the company.
Solution
A custom challenge that reflected Vans’ legendary branding and personality was created. This included a variety of interactive content to encourage teams to get fully immersed in all things London. All of the content throughout the game reflected Van’s heritage and products. By giving the teams a chance to explore, think outside of the box and work together, the participants were able to produce great memories.
To ensure teams remained engaged throughout the three-hour activity, they were encouraged to experience some of London’s finest street beer on London’s Southbank and some of the stronger stuff in Covent Garden. This also enabled teams to relax and recharge before taking on their next batch of challenges. The inter-team messaging function was also used to offer messages of encouragement throughout the activity, with a live scoreboard feature adding a competitive element to the event, allowing opposing teams to keep an eye on each other and monitor progress.
As the event drew to a close and the delegates returned to the House of Vans located in Waterloo, the app encouraged teams to either participate in a skateboarding workshop or take some personal time to get ready for the entertaining wrap-up over dinner.
The app provided a fully customised experience that provided the client with an interactive platform which helped the delegates immerse themselves with the new products and the brand in an engaging way. As well as this, the event helped the delegates, who would not usually liaise with one another, to work together, have fun and collaborate in a relaxed and entertaining environment.
Verdict
“We were very pleased with the activity that Wildgoose brought to us for our annual GTM meeting for Europe. It was a great opportunity for Vans staff to get outside, explore London and spend time together as a team. All our staff had a great time and we would love to work with Wildgoose again,” commented the project director from House of Vans.
