As part of Alchemy3’s presentation on “Social Execution-Foundational Group,” the firm tested the premise by creating a video at La Fleur’s conference in DC.
Using the hashtag #lafleurdc, Alchemy3 used the feeds on La Fleur’s Facebook, Instagram and Twitter social channels to create a video of La Fleur’s 2018 LotMKT Trends Conference. It was held May 14-17, 2018 at the Jack Morton Auditorium on the George Washington University Campus in Washington, DC.
“Alchemy3 set up the experiment during the opening night reception at our DC conference,” said La Fleur’s Magazine publisher Terri Markle. “We established the #lafleurdc to enable Alchemy3 staff back in Roswell, Georgia to follow the proceedings at our conference, including the speaker presentations, interactive panels and hospitality events.”
Derek Gwaltney, Director of Marketing & Business Development, Alchemy3 began his Gold Sponsor presentation with a challenge to the audience.
“We are going to do a little social experiment. Everybody take out your cell phone. Use the hashtag #lafleurdc on all of your posts for the conference. At the end of the conference we will curate all of the photos and see what we get,” said Gwaltney.
The video was divided into three sections: 1) Establishing an identity; 2) Sharing experiences; and, 3) Maximizing partnerships.
Conference attendees as well as webinar attendees posted comments on Twitter.
Conference attendees reposted photos from La Fleur’s conference selfie-booth. Candid shots including attendees holding La Fleur’s “Lucky Pet” mascot—a plush Jayden the Siamese Cat (Tyco).
Gwaltney explained that lotteries have the opportunity to create an experience through social media by documenting participants’ experiences. The challenge is to show what happened through a curated collections of photos.
Working behind the scenes, Alchemy3 Marketing Coordinator Ken Andrey created his virtual “KennyKam” of La Fleur’s 2018 DC Conference.
On Wednesday afternoon, less than 48 hours after the project was conceived, Alchemy3’s-custom #lafleurdc video was revealed to conference attendees.
“We wanted to bring your experience back by using social media,” explained Gwaltney. “There is a lot of clutter in social media. What will be consumed? What message will be conveyed?”
“This social media experiment resulted in a video that will now reside on www.lafleurs.com,” said La Fleur’s Magazine publisher Bruce La Fleur.
“Thank you Alchemy3!” said Markle.