The Backstage Club Booth
Co-op
Custom VIP Message Booth experience at the exclusive Co-op Live Backstage Club for their sold out Paul McCartney concerts.
Brief
Lighthouse Studio partnered with ISG Live and Co-op Live to create a custom content experience as part of their VIP Co-op Backstage Club for two sold out Paul McCartney Concerts in their Manchester venue. They wanted to offer a unique photo and video experience both as a reward for existing members and incentivisation for guests and VIP tickets holders using the space sign up for their membership program. The activation needed to be eye catching, in keeping with the Co-op branding and have a seamless user journey for guests.
Idea
Our creative team designed a custom “Backstage Club” Message Booth Experience, incorporating the Co-op visuals and identity, both on the physical booth and the digital content produced. Guests could use the booth either alone or with friends to film personalised videos and photos, writing out their messages to mark the event. They were then able to instantly download their content from our sharing stations and given a physical print of their photo as a keepsake.
The booth itself was housed in Co-op custom branded foamex. Both sharing stations showed the Co-op branding, and the physical and digital content included the Co-op logo and branding as well as the concert details, to provide maximum brand engagement and exposure both in person and online.
Results
The user journey for the Message Booth experience was seamless. Multiple hosts wearing co-op branded shell suits guided guests from start to finish, answering their questions during the queueing process, guiding them through the content capture, and then helping them at the sharing stations to make sure it was a fast and memorable experience throughout.
The booth was available for guests up until the start of the Paul McCartney set. Within the short opening times there was a consistent queue through out, with all guests able to use the booth within the given time thanks to the fast user journey. The content was engaging with several of the videos and photos being shared online and an increase in membership sign ups at the both events.
