Hand to Hand
Hand to hand outside the Proms, on the right night
Imperial War Museum London
IRL
In Real Life.
IRL fuels the feed.
One event. Two hundred million impressions. Earned, not bought.
Earned, not bought.
200 million impressions from a single event, posted by the people who were there.
Made to be filmed.
Face painting, photo moments, crowds. The content posts itself.
Anywhere.
Streets, stations, fan zones, foyers. Any costume you like.
IRL, asked.
What does IRL mean?
IRL stands for In Real Life. It is iDO's experiential arm: brand ambassadors, face painting, hand to hand distribution and live activations that put a brand in front of people physically rather than on a screen.
Why does experiential outperform paid social?
Because a real event makes the content that social runs on. A crowd with phones turns one afternoon into reach no media buy can match, and a single iDO In Real Life event has produced more than 200 million impressions. Paid social rents you a slot. Real life gives you an audience that films it and posts it.
Does experiential marketing create user generated content?
Yes, and at a scale paid media cannot buy. A face painting queue, a costume, a photo moment and a crowd all give people something worth filming. One iDO In Real Life event has generated over 200 million impressions, every one of them earned by the people who were there rather than bought.
How many impressions can one experiential event generate?
One iDO In Real Life event has generated more than 200 million impressions. That reach is earned rather than bought: the crowd films the activation, posts it and shares it, so the campaign keeps running long after the team has packed up.
What has iDO done IRL?
Hand to hand distribution for Disney across London's West End, brand ambassador teams at the Royal Albert Hall on the Last Night of the Proms for Imperial War Museum, and fan zone activation at the Principality Stadium. For the RHS it meant sourcing 3,000 roses and distributing them in city centres.