EXPERIENTIAL EXECUTIVE PRODUCER (NEW YORK AND WASHINGTON DC)
AGENCY: COOL HUNTING/LARGE TAIL
Designed to position MasterCard as an innovative leader in mobile payment by building the awareness and popularity of Google Wallet, which launched exclusively with MasterCard’s PayPass platform, the Tap Into SXSW campaign connected target customers with PayPass by tapping into their love of music. The campaign comprised a pop-up website, an extensive rich media campaign, and, notably, Tap Into SXSW Live. Tap Into SXSW Live live-streamed the SubPop records showcase with the world through a live stream on the pop-up site at the same time it engaged more than 1,500 readers/MasterCard customers attending simultaneous MasterCard-sponsored parties in five US cities.
As the Experiential Executive Producer for the New York and Washington DC markets, Katie worked to create and execute the parties. Each tailored to its specific city and audience, the parties contextualized the SXSW Live content and provided guests with a custom experience, pairing local food trucks with premier DJs, photo booths, and more. Katie supervised the simultaneous execution of DC and NyC including overall event execution and the live-stream of performances from Austin. Moreover, guests using PayPass or Google Wallet gained priority access, which allowed them to unlock additional experiences.