Groupon Turns the Classic Candid on Its Head

A successful event. Sometimes, it’s all about perspective.

The New York City Wine & Food Festival is kind of a big deal. The event boasts 500 heavy-hitters in the kitchen. Not to be a name dropper, but perhaps you’ve heard of chef Victor Albisu, Mario Batali or Bobby Flay? It’s no surprise that tickets sell out.

If you’re a sponsor that can be a great thing.

Groupon was savvy enough to snag one such coveted sponsorship. Considering their audience, the activation had to not merely attract viewers, but hold attention. Their plan was simple genius. Take a classic and turn it on its head. The candid. Reinvented.

“During the Pier 92 events, the online deals site turned things upside-down with two different photo booth vignettes, a topsy-turvy pizza parlor and a concert venue. The company was promoting its mission to help users discover new eats, events, and more.” (quote courtesy of BizBash)

As the crowd wandered through culinary talks and tastings, their eyes were drawn unexpectedly… to the ceiling. An automatic shift in perspective beckons attendees to stop and stare. The floor wasn’t a floor. Groupon flipped it. Suspending table, chairs and even drum sets. They made dancing on the ceiling a reality.

With the help of CTM Interactive, Groupon went above and beyond the vanilla photo booth. Every guest had the opportunity to pose for a photo. Next to the funky photo booths were sharing stations. Each station was equipped with a built-in tablet where each person could lay eyes on their photo and instantly share it. Tweeting, Facebooking, Instagramming… sharing the Groupon brand with friends and family.

Groupon took a straightforward idea and made it share-worthy. They bolstered their brand with a simple shift in perspective. This isn’t your nonna’s Kodak moment. It’s candid genius.

Check out the slideshow below from the Groupon activation

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