Brief
Develop events that will expose new communities to Table Mountain Cableway, get them to share their experience on social media, and positively promote the Cableway to new markets.
Mechanic
Splash proposed, initiated and managed a partnership between Table Mountain Cableway and Sneaker Exchange and co-curated an event with them including bringing media to the event and driving social media posts before, during and after the event using the hashtag #CablewaySneakerExchange.
Together with Zaid Osman and Tebogo Mogola of Sneaker Exchange we developed an experience for key personalities in the sneaker community who influence the young, urban audience that Cableway is interested in reaching. The event was tied to Sneaker Exchange’s 5th birthday but also raised awareness for Cableway’s annual Sunset Special.
Media, sneakerheads and key influencers were hosted for drinks, a talk by a founder of SneakerX, an intro to the Sunset Special by Collette van Aswegen of Cableway, and performances by hip hop artist Youngsta CPT, and DJs JJ Fresh and Lord Veezus.
Guests were reminded to share their experience to Twitter, Facebook or Instagram using the hashtag #CablewaySneakerExchange through strategically placed vinyls and an opportunity to win a Cableway cable card – a free trip every day for a year.
Results
- Secured key media attendance from: A Fashion Friend, Cape Town Etc, Traveller24, Marie Claire, Women’s Health,
Glamour, GQ, The Lake and Capetown.travel
- Influencer attendance: @DJReadyD, @kaminipather, @yuzriq,
@chadsaaiman, @djeazysa, @djloyd @_renaissancemen, @rolo_razay, @foyinog, @modern.hype,
@dadakhanyisa, @warrenpapier, @elvina_vee_, @hakesy_vet_ket, @capetownballerina,
@anelisamangcu, @unojuly and @jadejohn_
- Event performances from Youngsta CPT, JJ Fresh and Lord Veezus
- Secured 377 pieces of social coverage including 4
Facebook posts, 37 Instagram posts, 321 Instagram Stories and 15 Tweets
- Reach via Facebook, Twitter and Instagram:
2 864 686
- Advertising value of the campaign R545 756,00
