How can I describe a three-day conference where you can glue, drill, stitch, tape, spray paint, staple, glitter, pamper, make ‘n take, wrap, plan, collaborate, meet, drink, dance & dine? Well that would be the DIY extravaganza SNAP, held annually in Salt Lake City, Utah, where more than 500 crafty, creative and cool bloggers gather.
Turns out the smorgasbord of creative offerings provide great exposure for bloggers to learn new techniques, share information, DIY to their heart’s content while lifestyle brands turn meeting spaces into a creative haven.
Why would our client Carpet One want to be at SNAP? With 1,000+ independent stores in the USA and Canada, Carpet One wanted to make a splash, of sorts, for its first-ever waterproof carpet, Tigressa H20. A Snap ‘n Save in-store promotion tied to the May in-store launch right before SNAP provided the perfect opportunity to meld the launch with the creative DIYers who would be looking for home décor and remodeling ideas.
But what kind of activation could we create to make demonstrating waterproof carpet a slam dunk, or in this case the perfect 10 dive that would be pin-worthy in the blogosphere? Since the attendees were primarily mothers with young children, they were the ideal audience for a line of beautiful kid-proof, pet-proof and waterproof carpet.
Taking a page from the fashion red carpet, Carpet One invited SNAP attendees to a Pamper Lounge, where bloggers received hand massages, hair and make up touch ups from the local Aveda salon, healthy snacks and refreshments, and a runway walk on super soft Tigressa carpet with a professional photograph on a green screen. Each blogger received a customized cover of Carpet One’s magazine and flooring guide, Beautiful Design Made Simple, along with pages of tips, ideas and trends for home decor. More than 110 blogger (and their babies) enjoyed pampering for this mini-red carpet event.
And, results? Accolades from bloggers –
Meegan, “Thank you so much for taking time with me at SNAP! I was very impressed by Carpet One and all of the flooring ideas. Especially Tigressa. Thank you for the makeover and the photo shoot, as well. It was really fun. The digital magazine looks amazing! I am honored to be a part of your program.”
Lindsay – “Oh my goodness. This was so fun! Thanks for sending it (the cover) over.”
Turns out SNAP was a SNAP.