NYX PROFESSIONAL MAKEUP wanted to reach a B2C Gen Z audience by recruiting gaming and cosplay tribe with a booth at TWITCHCON 2023 amplified by influence activations and a UGC strategy.
Inspired by NYX Professional MakeUp’s current campaign, “Game Out Loud,” we designed a loud and unique experience: the NYX Professional MakeUp Club Out Loud!
The club as a safe place for every bright mind at TwitchCon to converge, to feel confident and self-express with pride, in order to celebrate diversity in all its variety. A designated safe space, where everyone is free to be themselves and artistic self-expression is encouraged: each visitors could became a NYX Professional Makeup’s content creator.
3-steps:
1- GET ATTRACTED: 360-degree booth of 120 m2, designed to dazzle through multicolor LED dancefloor, dichroic walls, luminous LED ribbon & DOOH.
2- GET PROUD: Various on-site activities such as makeup artists, live DJ set & LGBTQIA+ dancers, merchandise corners, gaming arcades…
3- GET LOUD: UGC contest to stimulate and diversify user-generated content (UGC) + paid strategy: 22 nano to top ten influencers who took over the event on their platforms.
| Room | Country | Organizing Company | Client | Category |
|---|---|---|---|---|
| Spazio Risonanze 2 / ROOM 2 | France | WMH Project | NYX PROFESSIONAL MAKEUP | Brand Activation |
