Tournament of Roses National Championship Party becomes Hyper-Social with dwinQ

LOS ANGELES, March 11, 2014 /PRNewswire-iReach/ -- The Los Angeles Sports & Entertainment Commission (LASEC) pioneered social sharing at the 2014 Tournament of Roses National Championship Party this year. The LASEC optimized the guest experience by providing frictionless sharing at once-in-a-lifetime experiences with friends and family through dwinQ's social media operating system for events.

(Photo: http://photos.prnewswire.com/prnh/20140311/MN79825)

Guests received special RFID-enabled credentials that they could register online, or in person, in just 30 seconds. Their credentials became a "single sign on" for social media.  dwinQ's system allowed every guest to stay in the moment and enjoy the party, while at the same time sharing the experience and capturing the memories. Each photo posted was also branded with a subtle National Championship Party logo which enabled very effective native advertising in the newsfeed.

"Our team was a little skeptical at the start but the dwinQ team and technology worked well at the event and everyone was excited about the social media buzz that they generated through the party," said Kathryn Schloessman President, Los Angeles Sports & Entertainment Commission.  "The amount of social sharing was easily quantifiable and a real success."

A majority of the guests signed on to capture their memories in real time. The guests who signed up using Facebook shared (on average) just under three posts each. The results were equally impressive from a viral perspective: each post garnered on average 237 appearances in someone's newsfeed, and catalyzed almost four comments each. The exclusive party was shared and experienced by tens of thousands of others across the globe on Facebook.

"On Sunday, the Tournament of Roses Party owned the newsfeed and created amazing social media product placement. People looking on mobile or their laptop were seeing friends enjoying themselves and participating in fun memories – like posing as the Heisman trophy. It was great user-generated content and it put LASEC and their party at the top of the social charts during their event. After the event there were tens of gigabytes of actionable data to mine as well," said Patrick J. Sweeney II, President & CEO of dwinQ.

The Party featured eight separate activations powered by dwinQ. There were five professional photographers roaming the facility, capturing guests at the most opportune times, from the red carpet to sitting behind ESPN's College GameDay Desk.  Two self-serve fixed social photo booths allowed guests to engage on their own with a photo producing activation.  A buzzwall feed of all the activity and online engagement was displayed for all the guests to see at the event so the viral buzz was shared in real time. The brand awareness created on social media was unique to combining a world class event with social media sharing.

Media Contact: Zak Kovat, dwinQ, 1-339-237-8439, [email protected]

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SOURCE dwinQ