Not Your Grandma’s Photobooth: Photos, Engagement and Revenue at your Event

Photos remain an emotional, impactful way to connect your attendees with the event in a meaningful, lasting way. But the tools and techniques have come a long way since the digital revolution began.

Join Tim Hoyt, President of PictureMarketing, for a tour of the latest trends and ideas in photos at conferences and events, including the Matrix-style photos at Super Bowl 50, live social sharing tools and much more. Co-hosted by Pathable’s Jordan Schwartz.

Read the transcript

Jordan Schwartz 

Yes this is being recorded as of right now. I’m Jordan Schwartz, me looking smiling at you on the left there and I’m here today with Tim Hoyt from Picture Marketing.

Tim Hoyt

Hey Jordan, hello.

Jordan Schwartz 

This is an exciting one for Tim and I. Tim and I have known each other for I don’t know, what is it Tim 25 years, something like that?

Tim Hoyt

27.

Jordan Schwartz 

27 years, thank you. We were housemates back at Brown as undergrads. It’s fun to be able to work together professionally and today we are going to learning from Tim a little about what the latest trends in photos and videos at events are and how that can be your marketing goal. I don’t know anything about this so I’m going to turn the conch over to Tim right now and let him go. Just a couple of housekeeping things before we get started though, if you have questions as we go feel free to just post them into the question window and I will act as moderator. I’ll try and alert Tim to the question as we go or I may just or we may hold a few to the end. This is being recorded as I mentioned and if you stay through to the end and are interested in CEU credits for your CMP certification, we’ll be emailing instructions on how to do that after the event and without any further ado, Tim take it away.

Tim Hoyt

Okay great, thank you very much. This is photo activation from marketing and revenue aimed at people who run events or sponsor events et cetera and basically what we are talking about here is how can event holders and sponsors convert attendee interactions into marketing result. You are running an event, you are sponsoring events, you are showing up and you are doing your thing there and how do you get people to, how do you activate your sponsorship? How do you get value out of the sponsorship of the event or of the event itself? What we believe is that photo activation is the best way to do that. It engages people. It collects data. It amplifies the event beyond the people who are actually there. There is a bunch of stacks that we’ve collected over the years that they are photos and videos are the way to engage people on social networks and the kind of the process of doing that the right way can really ramp up what happens at an event from a marketing perspective.

We’ve been doing this for a long time, more than 15 years. We’ve worked with over half of the top 100 brand advertisers in US. We’ve done every type of photo activation and photo capture out there and when we say photo activation, just to kind of set the scene here on a basic level this is what we mean, that there is some sort of photo, video, whatever being captured. There is a way to deliver it to the customer, for example in this case typing in your mobile, consumers’ mobile phone number. They then receive that image basically kind of like a gift. It comes in it’s branded. It might have some offers. It gets people engaged and then hopefully they are going to share it online. This really maps to four key benefits that this activity offers.

The first one is onset engagement, and that is really interesting because some depending on the sponsor of the brand whatever that could be the most important thing to them. They might try and make a huge splash and get everyone talking about them, get them over to the booth and really create a memorable experience. In addition or instead some people are really more focused on the data collection. They are looking for a lead for their whether it’s an insurance company or whatever and they are just trying to collect that data and funnel it directly into their Mailchimp account, Constant Contact or their CRM.

Other people focus also or instead of on getting people engaged, getting them [online 00:04:34], now they are online they are looking at the image and they are one click away from downloading an app or clicking on an offer or downloading coupons, filling out a quote form et cetera. Then one of those things they do online hopefully is share that image to social media. When they do that it’s creating word of mouth and whether that’s at an event or retail environment hopefully that kind of completes the circle and so the friends at event having a good time, other people seeing that maybe they will plan to go to that same event next year or go into that retail store. You get this kind of circular benefit kind of cycle loop and you can actually touch people across multiple touch points. At the event, after the event, back at it, as they share it et cetera. You create a lot of benefits and I think it’s important when we talk to our clients, when we try to identify what are the key metrics that they are really concerned with so we can optimize.

Certain types of photo activation optimize one thing over another and so understanding what they are really going for, what is going to be their definition of success is important. This is kind of the idea of what photo activation is in a general sense and what are the key benefits. This presentation is going to basically hit on three major points. That there is this technology kind of options or choices that can be used depending on the particular needs of an event or an activation. Then to really kind of make it go there should be at the heart of it, there should be a story that you kind basically tell about the consumers. The story not kind of around the brand but it’s kind of a combination of the brands story with the consumer story so that they want to share it as their own. Then there is a particular, getting into the nitty-gritty, there is experience flow of the consumer whether it’s how to cash your data or how they flow or where they share and what happens that again maps back to the benefits that the brand is trying to accomplish.

The first area is technology options and this is interesting because there is a lot of ways to do this from the free to the very expensive. The first distinction I will draw is between user-generated content and photo activation. User-generated content basically happens even if you don’t want it to. People are at events. They got their phones. They are taking photos and they are sharing it. That is already happening organically and it’s great. Usually it’s great in a couple of ways. There is actually ways to kind of do damage control on some of this things and that actually where photo activation comes in, gives you a little more control over it but on basic level just promoting a hashtag which is kind of 101 this days.

You have a hashtag, you try to get people to post around that hashtag so that people can find those images, that’s kind of as a basic thing for user-generated content and then sticking on user-generated content this is kind of interesting it just came out like a couple of weeks ago and we start to play with it which is you can buy a Snapchat sponsored geo filters. They have these geo filters where you are in a city, they’ve come up and kind of called community filters. Now they’ve just opened it up for businesses to purchase. You can actually on map draw a circle and choose the time, whether it’s three hours or a week or whatever and then any consumer who happens to take out their Snapchat app takes a photo and after taking their photo they can dress it up or they can drag their finger to drag in a series of different overlays and one of those overlays then becomes the sponsored overlay that you have purchased. It’s kind of [crosstalk 00:08:52]

Jordan Schwartz 

If I can just understand this. If I’m a Snapchat user and I’m at a conference and the event planner has purchased from Snapchat that area during that time, any photo I take will automatically be tagged as or associated with that event without me having to know the hashtag or is it also like I see this branded, the branded overlays and decorations?

Tim Hoyt

The consumer has to take a photo and then you kind of see it in the gift there, they are dragging on. These people who use Snapchat know they have to drag their finger and they can add an overlay on the image. They have to drag it, drag … They are in Chicago at event so they drag it, they see kind of stand in Chicago one they drag it again and then they might see the Chicago Comic-Con overlay, the sponsored overlay and if they decide to keep that, they actually have to take an additional action and it has to be cool enough that they want to share it, right? You have to kind of get really creative which is coming up …

Jordan Schwartz 

It means that the consumer doesn’t have to go … They don’t have to install a special app. They don’t have to know what the hashtag is. All they are doing is using is their regular Snapchat to take a picture and suddenly your sponsor is branding or your event branding is showing up on their photos that they sharing, that is fantastic. I’m I seeing $5? That’s crazy.

Tim Hoyt

Well, I did one just around our office. It was like 20,000 square ft and just for a couple, for eight hours and it was $5. Now, I talked to a local Comic-Con here in Miami and they were thinking of using, the Superman versus Batman movie is coming out, and there is a premiere. I went on and I did one of the big theaters here they are talking about doing this so I drew a map around the theater and the parking lot around the theater. It was bigger area and I chose just three hours. The three hours when the premier was there, the first showing of it. That one came out to be $87 which is pretty clear. If you are at the theater they can do kind of a Superman, Batman thing much how legal that is but they can do it and they can include their Comic-Con branding to kind of interject their brand into another event. It’s kind of a way to high jack kind of a little bit of the event …

Jordan Schwartz 

I was just about to say you want to take bets on how fast someone is going to high jack that feature for something like I’m going to go, I’m going to find the Donald Trump rally and I’m going to draw a circle around it in I’m going to put my own overlays in all the pictures.

Tim Hoyt

Exactly so it’s kind of a neat thing that you can kind of high jack and people can even use it at your event. It’s kind of an interesting thing. They give two numbers, will you buy this? They give the number of people who used it and then the number of views it got. You can get a little bit of reporting on it but it a little bit in which I don’t know really think it’s going to move the needle huge but if you got creative with it it certainly and it a good example of how user-generated content can be kind of laid over something and you can kind of encourage it in an interesting way. Here is another way and these are kind of more standard ways which is if you post, we’ll give you something. They have these things in advance that we offer. It’s an Instagram or Twitter printing kiosk. If you post it to Twitter or Instagram with the event hashtag, it will to auto print or you can come over and find it and click it and then it will print.

You get like a print of your photo with the event on it. You kind of deputize people to become photographers. It encourages them actually to post and so that kind of a way again to kind of have people to get them to post something and then they get a little free print. Another thing to do is just to put up a sign and give out T-shirts. They can just show that they posted you can do that informally or you can do it more formally and have a full contest around it and if they post something there is whole contest and they can do this and you can visit their website post or post on social media and you can have an official contest with rules and everything else. These are other ways to get consumers to actually take out their phone and post.

Jordan Schwartz 

That printing kiosk is something that can be rented from either Picture Marketing or similar companies?

Tim Hoyt

Absolutely, we rent them and there is some other companies out there. You can set it up and put up signs and everything else. It’s just kind of a fun simple way to do it to kind of add that layer of here is a reason to post. Later on in the presentation we get to some other ways of putting up big signs, big monitors where the images are being off of social media and display it. You are getting your 15 seconds of fame and that is another reason for people to post. What we found and these are good things to do and a lot of them are kind of they can be very cheap obviously with the free with the hashtag, but when you actually do photo activation you get one or two words of magnitude and more images. It can be great to combine this. With photo activation there is two categories we will cover. One is having a human basically take a photo and the other is a more automated approach which is kind of a photo kiosk, photo booth type of thing.

With a human photo activation there is a bunch of different ways skin that cat. You can basically download an app we offer photo to an app store and Android and IOS and there is other companies that have it. You can put it on your own hardware, your own iPad, for example, Android camera branded so that white label says oh we are branding and log on and change all that or the customs teams do it and you actually have someone walk around and do it. If you have something that is an ongoing thing this can be a great way to do it because you are just basically licensing an app and you are using your own hardware, your own labor and everything else and you still get all that branding and the data collection they control what the people see at social media etcetera.

Jordan Schwartz 

This is an app that you would install on a few iPads and then have them out for people who use, this isn’t an app that your attendees themselves would install on their iPads, right?

Tim Hoyt

Correct, yeah so, the ideas of having attendees install an app and actually become your photo takers is pretty difficult. We haven’t had a lot of luck with that, then actually taking the photos of other people except for things like Snapchat or just posting it but this is something that your own staff, your event staff, would be outfitted with and have them go around and take photo after photo and have some sort of kind of interesting way to do that which we will get to. Another way to do that is a completely custom app and this is especially if you are rolling it out, it’s a bigger deal and you have it crossed a thousand stores or something like that, where instead of using kind of photos of app and then branding it within it you have your own app. You can have custom work flows and this case you are taking photos in the flagship store and they projecting it up on the Jumbotron on Time Square and that type of thing.

You can actually have a custom app and it’s still software only. It’s them using it on their own hardware. Then we got the idea of having a tech pack. It’s a set of technology that gets shipped out. It can arrive in five cities on the same day for five different events or in one event and the team opens it up. It uses it and there is a training involved and everything else. It’s very kind of plug and play. It’s all packaged dye cut form and it’s robust and ready to take on road or whatever needs to happen. Obviously this kind of steps up the cost as you go down the road here but it can be great to have technology show up pre-configured, ready to use, and it’s branded and everything is set up. Then of course you just have someone show up and they got the technology. They got the labor. They got the photographer. They set up the step and repeat backdrop or they roam the cocktail party whatever and that’s kind of the full turn-key approach.

This kind of obvious, these different levels but it’s just it’s a one off one time big event, you want turn-keys. something you are doing day in and day out or an event that runs every weekend, you want to go for the longer term approach and then use your own technology et cetera. Again it’s mapping it back to operational needs and back to the benefits you are looking for. Here is a case study. These are kind of sprinkled out throughout this presentation. I’m not going to read this but anyone who wants the presentation can request it and you can read a little more details about it but these are just green screen tech packs, very simple to use, based on iPad base, set the green screen, take a photo and insert people in different scenes, share it back to them privately and it’s just a simple pack that can arrive in FedEx and you can just give it to the event staff to use.

Jordan Schwartz 

To me that is a very attractive idea just that I can get these very professional high production value photos and photo experiences without necessarily having to hire staff which can be expensive or a company that I can rent it. It sounds like that if I were to rent something like that, it’s something that could be set up by someone with limited photo background. Is that right?

Tim Hoyt

That is something our particular company has focused a lot on is the scalability. We invest all of our solutions we aim to be super scalable. We’ve really worked around 10 years to make things that are really plug and play and really simple and all our training ahead of time and everything like that. Absolutely there is more complex green screen systems which we also offer when we have someone show up on site but this kind of system is great because anyone can use it with minimal training and it just kind of works and there is limited hassles with it. That is definitely, a key point there is … There is some great ideas when they, when you actually put them into the field they don’t work. There is a ton of problems and when it’s go time in an event particularly you can’t have this.

These are all different ways you can have photos taken with person which a lot of time works great you can do at an interesting event whether it’s step and repeat Or someone roaming et cetera. Then there is a whole category of things that are photo booths and it stretches the metaphor as we’ll see here but it’s basically kind of more things that are installed, they are automatic or they just very complex and these run the gambit of low maintenance is simple. The one in the left is based around an iPad Pro. It’s a nice big screen. Everything is built into the iPad. It’s got a light on it. That whole thing can be wrapped. It can shipped out and set up in a few minutes and …

Jordan Schwartz 

When you say wrapped that’s the branding that I see both Porsche branding and the I think there is Wilson X that …

Tim Hoyt

Yeah exactly, usually the entire thing is wrapped from head to toe, this one is just took a little badge on it and the one on the right the same thing. It’s just you attach graphics to it so the whole thing becomes branded and of course it screens thought out, there is the track screen and then each screen along the way that is all branded as well, so kind of digitally as well as physically it’s branded and the key thing here is that the one on the left is really simple. It’s an app and you load it up or we can set up all the graphics on the servers and it all gets pulled down. The one on the right is build on a DSOR. You can do green screen. You can do a lot more stuff but then it’s usually like a person coming in and setting it up. He is like an operator or someone who really knows what they are doing.

Jordan Schwartz 

Maybe I’m getting ahead of myself or getting ahead of you or maybe even falling behind but the photos that get taken with these what happens to them? What happens to the photos? Are the they all the things that we just talked about previously where they can get closer to social media or they can get printed et cetera or is some unique end point for them?

Tim Hoyt

Yeah so all these photos are delivered to the person and we can jump ahead to that but basically you enter you mobile phone number, you enter your email, you can scan a card, these photo access cards and you can do that in multiple kiosks and get a collection of photos. Then use those cards to pick them later or pre-register ahead of time. You can directly share to Facebook, then you can print on, the printer can have an online link your, privately linked to your photo. There is a series of ways to deliver the photo that we can get into in just as second here that in all cases it’s branded. It’s private. The data is collected and it’s queued up ready for them to then share on to their Facebook and to other thing.

Jordan Schwartz 

I just have a quick question for you from the audience. Are these booths available outside the US? Can you ship anywhere in the world?

Tim Hoyt

Absolutely we’ve worked in a bunch of different countries. There is some considerations I think in our account but yes absolutely. Some of them we might recommend against because they get kind of complicated but a lot of these, yeah. We’ve done deals all over the place. This can absolutely be … and we have some examples coming up in Switzerland et cetera. Okay so this is another one. It’s a marketing panel same idea, it’s just like full on branding. It’s like dye cut board. It’s printed. It looks great. It can be set up. Then this one is actually a camera array and it’s …

Jordan Schwartz 

When I first saw this, this is the one that made me say, “Tim, we should do a webinar because this … I don’t know. I just think this is so cool.” Sorry, go ahead. You talk.

Tim Hoyt

Absolutely. Here is another camera array, this build with DSORs and this is actually built actually with mobile devices and the cool thing about this one is this actually here you can see they are holding this ones like big cow bells. This is in Switzerland and they set it up on the ski slope and they took the photo so you can think it’s a 3D photo. All these things are capturing it. The thing on the right is actually the ski slope and then they brought it inside and then they took the photo to people and then it composites a green screen 3D photo. The thing on the right is a green screen’s lead photo and they look like they are in front of the ski slope but they are actually standing inside in a hotel lobby and its composited together.

Jordan Schwartz 

For folks who don’t know, if you’ve seen the Matrix or some of these other movies where someone is running along and they jump and then it’s as if they are frozen in midair while the camera circles around them, this is how they do it. They take a picture at the same moment or separated by microseconds from a number of different angles and then create a video out of that so that you have these multiple perspective in it. I think in this example that you have on the right, they are all, they are making a scary face but if they are jumping up in the air it really creates this amazing effect of time being frozen. That’s really impactful.

Tim Hoyt

Yeah absolutely and they have that in the Super Bowl. You saw when people are jumping in the end zone they freeze it and rotate it. They actually have cameras all around the stadium precisely aligned and they capture it and stitch them all together to get that kind of effect.

Jordan Schwartz 

I was furiously texting Tim during the Super Bowl this year when I saw that. Is that your technology? Did you guys …?

Tim Hoyt

We actually had this type of system at the pre-party of the Super Bowl but the one in the actual stadium wasn’t ours. It was an Intel sponsored idea. This is another thing and it’s kind of in the category of a system of an installation. There is human operator there certainly but it’s something that you install and you can drop into place and again we’ve shipped this out of the country. It’s a very integrated system which we set up in those vertical things have lights behind them and you can put graphics in and great system and again it uploads. You can do scan cards and collect SMS and email and everything goes through our backend system and delivered with the all branded overlay on it.

These things can happen in a bunch of different ways and a couple of examples coming up and so really these stuff can be installed in just big ways or very small ways and the idea is it captures an image and it really kind of tells the story. In this case there it’s people with a postcard from different planets of the Star Wars galaxy, you can go online and actually change your photo. Another kind of technology option or selection here is what type of image whether it’s a photo, it’s an animated gift or it’s a video and there is kind of things that go into that depending on the kind of experience you are doing and what kind of story you are trying to tell. Actually the next topic here is all those technology is great but what is the story that you trying to tell here.

There is this thing of I was at that event. That itself is a story. I was present at this event and here is a branded kind of a authenticated photo that is branded with the event name and it proves I was here and now I’m going to share. It’s a very simple story set up and repeat backdrop but the more interesting the story is and the more it’s integrated with the brand’s kind of objective, kind of the greater more it gets shared and the greater impact it has. We’ve come up with … When we talk to a client there is a whole kind of brainstorming thing. There is endless kind of ways to kind of think about that. It’s a whole brainstorming thing that is basically around what is the story concept for the photo and video opportunity. There is very simple ways to do it. There is just different props, you can do, if it’s fashion week one on bottom right where it’s a demonstration of manikins and they only going to wear cotton and nothing else.

The person is not in the mug shot, they are standing there. They got signs another part of the demonstration. There is a life size cow that you can milk. There is a map on the bottom left which is actually a flat map but it has a 3D look to it. It’s taken from a particular point, it looks like you are on this 3D kind of in this case a ski jump so it has a very cool kind of thing and it only has that effect from that one spot if you take the photo. There things like these which are fairly simple that kind of tell a story. Here is another simple thing it’s just a sign. It’s printed up. This was a Fitbit marathon, so instead of just kind of taking people it’s green screen and they hold up the sign so It’s I was there.

I ran this town and it brands the thing and it creates a little more of a story around it, very inexpensive to do, people just going off to a depot buying a little chalkboard or dry erase board and actually write on it and hold up a sign like that as well. It’s very inexpensive ways to kind of have more of a story to the photo.

Jordan Schwartz 

Really one of the big values here is to have a long time identification between the brand and the person when someone becomes a part of this scenes, they identify with the brand in this long term way. I think that not only do you get, if they are more likely to post and things like that but they are more likely to do other things like come back the next year or act as an ambassador to the event, to other people, and to extol it because they see themselves as a part of it both figuratively and literally.

Tim Hoyt

Absolutely, and that kind of ties back to one of those search benefits we were talking about which is the engagement level. You are getting people to really engage with the brand. It’s very memorable, just that act of, okay smile, I’m taking a photo. It kind of freezes time a little bit. It kind of creates that identification kind of in that moment kind of engagement and then you collect the data and then they go online and they are sharing and even the act of sharing in itself further identifies that people are liking it, commenting on it. Now you become like basically it becomes a testimonial of you, it’s part of that brand even though you are sharing your own story. Absolutely there is that powerful kind of level of identification that happens there.

This is perfect example actually, so this is for UPS and so instead of kind of having a photo app it’s a video experience at small business conference where they actually had people tell their story about their own small business, right, but it’s in front of the UPS story kind of back drop and it’s on their page and everything else so it’s basically kind of content marketing. It’s creating content, the entrepreneurs love it. They are telling the story about the founding of their business or basic a little ad for their business, UPS is promoting it and then it kind of identification with the UPS and UPS story and everything else. It’s kind of interesting. You can have kind of almost an oblique strategy of having people tell their story or engage in something or interview someone and then have the brand kind of be the person kind of lifting them up. That’s definitely kind of a way, an indirect way to kind of have that halo effect for the brand.

Actually this is very similar to testimony, this was a tower and you run up these towers, I was just there in Chicago a couple of weekends ago and there celebrity photo opportunity and people with different teams with kind of standard photo opportunity in front of a step and repeat back drop but they also have a video booth it had to be private and it had to be kind of portable. You go in the booth and they could actually do kind of a testimonial about this particular disease and their collecting it for their own purposes but it had like, so they kind of had two components of it just like I was there for a photo and then it’s kind of this kind of testimonial kind of opportunity as well.

Jordan Schwartz 

I will jump in. Maybe this is common knowledge to everyone else, I didn’t know what a step and repeat background was until recently. I would have said it’s that branded repeating logo that appears behind people in the, for example in the three of these photos but you see them a lot on the [crosstalk 00:32:59] type photos and …

Tim Hoyt

For the longest time I thought it was called step and repeat because the logo repeats but it’s actually called set and repeat because you step up, you have your photo taken and then it repeats the next person steps up so then repeat is actually the multiple photos being taken not the logo repeating. Embarrassing that I didn’t know that. Here is another one where again you try to get outside of just a fun photo and you try tie it to a brand. This was Mountain Dew Kickstart’s commercial last year. What they want to do [quit 00:33:40] people into that commercial. The one this was the baby dog, puppy monkey baby commercial.

This one was they were in this basement and so you are dancing around to this kind of techno music so it’s a video on video and you actually inserting people into that Super Bowl commercial. They had two roles and they had these different teams going around capturing this videos and inserting into video and again it kind of has a tie and then people end up sharing that video. This shows what you can do with camera rays. There is a lot can be done. In this case outside of skate boarding competitions, they would build this entire skate park for consumers. These are all consumers doing this and you could rent the board and you could actually stick sneakers. You could actually put Nike sneakers on and kind of rent them like in a bowling alley so that when you did this trick you would be wearing this special Nike SB skate board sneakers.

When you’d actually do the jump and here is what it would look like. It would be 50 cameras. It would film you coming in. In would freeze time going around and then it would film go out of it. Here is how that looked, coming in, freeze time and then freeze on the other side it would actually zoom in on the stickers and just zoom in on that. It’s a cool thing. It’s incredible engagement. Everybody is watching and you get the thing and then you actually have to zoom in on the sneakers that kind of enable this incredible jump. It’s a way to tie in the brand story with the consumer story and …

Jordan Schwartz 

I got to say as somebody who is deep into his forties I got to say this looks like a terrible idea. That looks like a broken wrist waiting to happen but it’s for convention. I get it. I get it.

Tim Hoyt

Surprising no one was hurt but they did have to sign a waiver and everything else. Actually there was one small problem and it was interesting in that the kids who were doing this, I guess I can call them kids safely at this point, but they would try to do these crazy tricks because everyone was watching and everything else they’d go for it and then of course they would jump off and then they wouldn’t land the trick. They would fall and everything else and so the video, the resulting video, would show them coming up, freezing time, and going around and then the video would continue and they would go, they’d fall and everything else. At the end they might not want to share it because it’s a photo of them beefing and wiping out so a very small problem with that. Here is another one really simpler that was just, it was a shipping container dressed like a target dorm room basic everything there was Target and let me play this one here.

You just kind of freeze on it and it would kind of freeze and rotate it around. People would do these crazy things and it was actually set up on college campuses. It’s again tying in all these different … every product there was Target and you kind of identify with that.

Jordan Schwartz 

That bullet time again is that what they, in the Matrix, that where they introduce this special effect of the multiple cameras taking simultaneous picture, that scene in which it appeared was called Bullet Time and that’s become the name for that effect.

Tim Hoyt

Yeah exactly. Here is another one, again kind of going for this high end type of thing which is so this is a green screen room and it’s got a video camera at a certain angle and it’s a whole system. What would happen is it would actually create three different scenes each time. Let me show you what that would look like. They are sitting there and so you can see it’s a green screen so everything is massed out and now they are sitting on the beach in these chairs and all over sudden.

Jordan Schwartz 

It’s hard for me to watch this and not think that they are seeing the thing around them, so they are just sitting there in the chairs laughing. It’s in the post production and all that. I got to pen my mind to that idea.

Tim Hoyt

Yeah exactly, and of course there is a big monitor that would download in real time and display what the previous person did so they could know what the idea was and then they would kind of be sitting there. They know the score but it would happen … The interesting thing there again is tie end of the story here even though there is something as cool and just the coolest factor it’s on the story but in this case you have three different scenes development, right? You can go to the moon. You can to the beach or the canyon and so it kind of communicate, hey this new Pacifica you can go anywhere with it, enjoy your trip. Then the part of it kind of more subtly was that this van has 360 degree camera view all around it. You are parking the van, you can see everywhere around you. They want to promote the fact that it’s 360 so as the camera so as the camera rotates around the van you kind of communicating that there is this 360 degree kind of element to it.

It was subtly but on site it was reinforced and again it still ties in to a couple of different kind of motives that the brand is trying to promote there. That’s really sophisticated but this one so much sophisticated but much simpler. A mud race, you put a Tyvek brace around people. You take a photo at the beginning, the end, you scan both. They go online. They see themselves before the mud race and after covered with mud, that brace says never stop playing. That was an element that they could select and add to their kind of collage and so we’ve created this little cool story. Here is another one. It’s a whole thing where you build this thing and you’ve taken a green screen photo on site and then when you were online you can actually do, you can kind of create this meme from this drop down. It’s very controlled. You don’t want people typing anything particularly for this type of brands. It’s kid friendly but you can actually add elements to it and everything else and it creates a whole story around which in effect is just a mug shot.

They are taking a photo of you in front of a green screen but then the kind of the post processing with the consumer themselves does online is the thing that adds the story to it. The whole story element is going to depend on what type of capture you do and you add a story to it and then you go get down to the point of what’s the consumer experience flow? All right and what we do we work with clients and we create a whole flow chart to explain exactly what happens when and if they are trying to do something in particular that gets work in and so are they going to register immediately? Are they going to provide their emails directly to the photographer? Are they going to get card et cetera. All that kind of gets built in and depending on it’s an event where there is multiple photo opportunities that kind of get built into it.

Some stuff can happen on site, some stuff can happen online. You can do kind of chose your scene on site or when you go online you can do this kind of meme maker and build something there. You can collect data on site or my card and they can go online and provide fill out a long survey. The data particularly is very interesting because you want to collect just the right amount of data. There is companies that work with kids and banks and they collect any personal, event or [fileable 00:42:24] information at all. You just have a card, the card leads them directly and privately to their photo but it never collects any information, so no information is ever stored on any of the server or you wanted to do a long form or in this case you actually want to sign with your finger on an iPad on site before you participate in a bungee jump or whatever or to give permission so they can use your photo. That has to kind of taken into account. It needs to be collected. How does need to be collected and where does that information get collected?

Jordan Schwartz 

Tim feels like there is a little Easter egg on that last slide. Hari Seldon, Isaac Asimov where is that coming from?

Tim Hoyt

The foundation trilogy.

Jordan Schwartz 

I got it. I got it. I got it. I nailed it. Foundation.org cute all right, all right, cut.

Tim Hoyt

Good work, and that is something that is interesting in that you can have multiple different images being collected and all kind of being collect so you can have coming into an event, it’s a step and repeat. There is some crazy sponsor’s thing there with the camera ready. There is a photo booth over there that you can, a little video photo booth, record a testimonial. You have multiple things and all these things can driven for example with a cart, so scan, scan, scan the email automatically gets send to you if you register the card ahead of time or when you go on with the card now you’ve gotten a gallery with three or four of your own private photos. That’s kind of an interesting another way that the flow can kind of happen. You can capture with multiple different ways or just kind of chose the way that kind of makes sense.

Then again we can mention there is different ways to deliver it you provide an email or a mobile phone or you can use these cards. If you use cards, they can be dye cut, they can be in any shape, they can be embedded in the credential of the event, embedded with coupon et cetera. These kiosks you just kind of scan the card, enter the information on the kiosk that can happen before the photo so you just kind of pre-register or after the photo and it will actually pull up the photo immediately and you can share right from that kiosk. Either a sharing kiosk or a pre-registration kiosk that can do that or people can do that on their phone. There is a lot of these different ways to deliver. Of course there is printing, coming up we are doing the White House Easter egg roll sponsored by the Angry Birds this time.

Jordan Schwartz 

That’s a fun one.

Tim Hoyt

Yeah pretty fun and the photo itself again another way to kind of have a unique flow is the photo comes via print and you can ask for their email and they will get the digital or the printed photo can actually include the information on it for them to claim their photo. The printed photo can act as the card. Now we get to something interesting which is okay, all of these ways are ways to deliver the consumer directly their own photos so no else sees the photos. They can take a photo, you hand the card, they get the to think, only when they decide to share it does the photo become public either by sharing it to their own Facebook their friends can see it or sharing it to maybe a public gallery. Now you can also have something where it’s a more public event and the photos are automatically shared publicly. For example, in the case of the prints you can actually have this was a colonoscopy event and something people don’t talk about it that much but it’s medically important so it would actually …

Jordan Schwartz 

[crosstalk 00:46:09] those look like very safe photos to post considering the topic of the conference.

Tim Hoyt

They actually have a life-size colon that you can walk through on site and it was a little thing and they didn’t make the photos but it would print two photos and you would actually put up on this wall that would say I’m going pledge to get your colonoscopy. It kind of the thing you see this thing and you would all right now you’ve created something that’s private and made it public, which was kind of interesting kind of spin of that. That is one way to do it, of course the other way to do it is digitally. All these images can be pulled in and projected on big monitors at the event or on a website. It can be combined with social things. You actually put in a hashtag images as well as photos that were taken on site. All that stuff can be pulled in and displayed.

An interesting way to do that of course is with Pathable because of of [hand apps 00:47:13]. Thank you Jordan for letting me this webinar is you can actually pull in those images and display it in the event map. They [hand apps 00:47:23] they are working their agenda and now they are seeing kind of a stream of photos of other people at the event and maybe they are seeing a sponsor’s cool photo opportunity that they haven’t bothered cross halls ago go do and now they want to go do it because it looks really fun and everything else. It kind of promotes sponsors photo opportunity or is a roaming photo it kind of creates more of an engagement outside and those photos can also be re-purposed to Facebook album or one of this big monitors et cetera.

Jordan Schwartz 

I think just creating an identification with the event is so powerful. When you open up your event app and you see your own photo on it and you know everyone else at the event is seeing you too, I think that creates, it strengthens the relationship between the attendee and the event.

Tim Hoyt

Absolutely, absolutely so and again this is another way that you can publicly kind of create a public role for the photo. This was in Switzerland and what they did it was a private view and they actually click to add their photo to this photo context and only then would it be public and so there was a voting thing and this was a fully fledged photo contest. It was in multiple languages and everything else and again it’s kind of taking the private photo delivery and then having a public kind of element to it. In this case it was by people walking into it. This is another one where it’s not just a grid of photos but each photo actually flew, you can see them like they are flying in and they find their place in the mosaic and so the mosaic kind of makes up the cityscape and they would drive around in this car, they would have it online.

The photo mosaic when each photo makes up a larger image and there multiple ways to capture the photos. We can even do hashtag et cetera, it would pull in and it would create this larger mosaic. This was at the Boston marathon. It was a whole kind of a community thing. It was the year after the bombing when it was really kind of they wanted to really kind of create this community feel to it and have everyone be part of this larger image. There is another one another thing like this where there was made up of Chevrolet, it was a large event with a hundred thousand people. They’d have teams of people going through the crowd, taking photos and it was just this large venue kind of massive effort. Again all these photos delivered individually to the people and also fit into this large mosaic.

Let me just kind of review quickly, basically photo activation has these different elements. There is some way to capture a photo whether it’s a person or just people submitting the photo or a photo booth or some crazy contraption. There is a way to deliver it. It could be as simple as asking someone for their email or SMS or having them share on the screen of their Facebook or card or whatever. It brings them online or kind of delivers that photo to them in a very branded way and then a large number of people actually share it. All of these process, each step of which maps to a particular benefit for the event or the brand and they can optimize one over the other. They can kind of balance them. They can kind of be structured in a different ways.

This is an example for numbers here but suffice it to say that the number of photos capture on site is 30,000 leads to a much higher number of people seeing the photo, 2 million in this case, as well as actually clicking through and visiting the site in this case it’s 2X times the total number of photos that were captured, 60,000. You actually get this amplification effect of touching people on site getting them to actually see something and actually take some sort of action. That the end of the presentation, entertaining questions anyone can also request this stack.

Jordan Schwartz 

This is super Tim. I’ve been answering some questions both privately and then raised a few of them, two already but if anyone has anything they want to get answered now would be a great time. The most common question is will the slides be available? The answer to that is yes. We will be sending around a link to these slides as well as recorded this whole webinar has been recorded so you will be able to listen to Tim and I banter. All right if you like I will send that by the end of the week. Tim this so exciting to me because when I think about photos at events, Snapchat and Instagram and this is kind of obviously and I’ve seen photo booths people walk up but the depth and variety of things that you can do the was all very new to me and I think that just it really opens up so many opportunities for engagement that …

Tim Hoyt

One of the trends I’ve seen this brands who want to do something unique, right? There is a way to kind of combine a couple of these different things together. It’s by combining them in a different way it creates something that’s never been done before in a photo booth with this. There is a photo booth with a video booth they capture this thing and then they project the video up and then you throw this football and then you score gets projected from a screen and they take a photo of you in front of your score. You have multi-step process and creates unique thing. There is ways to get very creative by combining whether it’s a story or multiple capture methods or just a unique flow to kind of create something unique that accomplishes the engagement goals or data collection goals and the sharing goals.

Jordan Schwartz 

Fantastic, well if anyone would like to talk with Tim or folks at this company about them getting some of these ideas at your event, I’m sure that he would be happy to have that conversation. You have his contact information here and we will also be sending up a follow up email. If you are interested in talking about event apps for agenda private meeting scheduling event websites, please feel free to get in touch with me. If you are interested in talking about event apps that display photos taken in some of the creative ways that Tim has just outlined, then talk to us both. Thank everyone for making sometime today. Tim thank you again for walking us in this. This has been fantastic.

Tim Hoyt

Thanks Jordan, thank everyone for coming.