News Blog - The Real Art news blog delivers everything you ever wanted to know about our projects and people. Plus up-to-the-minute announcements, accolades and anything fun that’s worth a mention.

News Blog - The Real Art news blog delivers everything you ever wanted to know about our projects and people. Plus up-to-the-minute announcements, accolades and anything fun that’s worth a mention.

Read and Reflect

Conferences to Camp Fires

COVID-19 has totally changed the landscape of conferences and conventions. But there is a silver lining: the reality of less physical contact and more remote communication allows us to have new kinds of conversations. We just might have to change things up a bit in order to be successful. To accomplish this transition, we need to create something really unique. The solution isn’t a webinar or online course! We want personal experiences that create memorable moments.

If we’re starting from a clean slate, what kind of format would we use? Why not turn the entire idea of a conference into a huge game? With the level of effort being put toward physical amenities and in-person services you could create a complete virtual world, ready to explore. It could be grand or something simple as long as it was engaging and fun. You could make a World of Warcraft or Sims knock off, but what if it was more like a murder mystery or adventure quest? Encourage all of your participants to engage with other people to figure out what to do next. You could use live video, costumes and create spaces for photo ops, teams, mini games, or social events. 

© Rockstar Games, Red Dead Redemption 2 Campfire addition

The idea of taking someone out of their environment has a novel appeal that’s universal. Take for instance this new wave of video conferencing that’s replacing in person meetings. They are great tools, but people still can’t help but inject custom backgrounds and visual effects to make you look like a potato or pretend you’re there when you aren’t. Some companies have gone so far as to ditch the video side all together and instead meet inside a popular video game around a campfire. I mean what fun is a meeting if you don’t have the constant threat of being attacked by bandits or wild animals?

People waited 8 to 12 hours to play the Santa Claw

Sometimes the premise is even simpler than that. Ten years ago Real Art created a giant claw game where all a participant had to do was sit in front of their computer and wait to play. Once it was their turn, they got a chance to control the machine and snag awesome prizes left over from Santa’s toy bag. While the idea was simple what it created was an enormous virtual line of people gawking and rooting on the current player. People chatted with one another for hours and made friends. There’s a lengthy thread of fanatics shared tips, tricks and photos of their hard earned gains.

The real to life concept is no different than waiting for a ride at an amusement park, just on a bigger stage. Physical waiting is part of the game and the fun. Time is a great motivator. It could be as simple as having someone virtually place their hand on a car and the last person standing gets the prize. Better yet, link participants together and have the success of the group rely on them working together. Reward them physical prizes that truly mean something.

From full on conceptual to the downright virtual, it really isn’t hard to picture a new way to collaborate and connect in an online environment. It may not be exactly the same, but these moments and lessons can still resonate. Digital gatherings represent an exciting opportunity to create unique and memorable experiences.

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Announcements

Hermes Awards

The Real Art team took home 7 heads (gold) this past weekend at the annual Hermes Awards hosted by the American Advertising Federation–Dayton. We also took home 10 silver, 8 bronze, 2 Judge’s Choice Awards, and Best in Show. Big thanks to our clients who gave us the incredible opportunities and supported great work.

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Case Study

Shoe Palace 25th Anniversary Activation

Real Art teamed up with Converse to help celebrate Shoe Palace’s 25th Anniversary. To commemorate their first store on Bascom in San Jose, we turned back the clock to their beginning—to the era of old school hip-hop. The majority of our audience was too young to have experienced this era the first time around, so we decided to re-create it and invited our attendees to step into 1993.

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Case Study

Royal Enfield Twins Global Launch

Real Art partnered with Royal Enfield for the global launch of their 650 Twin motorcycles, the Continental GT and the Interceptor. Over 250 journalists from all over the world were invited to Santa Cruz, CA to participate in two days of organized rides on the Pacific Coast Highway and through the Red Wood Basin State Park, plus they could attend numerous informational and technical sessions.

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