M-ND, an experiential marketing company, last week rolled out a brand new activation at the New York Mets game. They did so through a partnership with the B+ Foundation, an organization that supports children fighting cancer. In hopes of making the night more special for the kids, M-ND unveiled their social media photo-sharing backpacks.
“On gameday, the fans were able to basically use their phone, take photos of their time at the game, their game experience and then upload using the designated hashtag we set for that day which was #BePosNYC,” said M-ND Head of Sales and Business Development Barbara Suen said.
Once your photo is uploaded all you need to do is find a portable printing backpack. Every post with the hashtag will show up in an aggregate feed where you can then select your picture. From here you can print the image as a 2×3 photo-sticker with custom overlays such as the B+ logo or Mets colors.
“The children absolutely loved it,” Suen said. “Generally, the 2×3 photo-stickers are extremely popular with children. They’re small, they’re cute and kids generally tend to gravitate towards the sticker. A lot of them were printing multiple prints.”
The activation’s goal was to bring awareness to the B+ mission and highlight a member-event on social media. Once the night ended M-ND measured the potential social reach at just under 20,000 people — not bad for a few hours.
While the backpacks were primarily meant for the kids, Suen mentioned that other Mets fans became drawn in by the tech.
“It speaks to the point that it is an engaging piece of technology that really is able to connect people and get them interested in whatever the branding message is as a result of kind of getting their attention to print these photos,” she said.
A great night supporting @bepositivefdn with #BePosNYC at!
@sarah_hemstock pic.twitter.com/B6gNMy93dy
— Carly Bergstein (@CarlyBergstein) August 10, 2017