Sneakpeek by Sneakerness
Main category
B2C, CROSSOVER
Sub-category
10. Internal Training/Education Event, 11. Teambuilding Event, 13. Pop-Up Event, 14. Brand Activation
Watch the event video
Event Description and Key Objectives
Sneakpeek by Sneakerness was our big idea to showcase what sneakerheads are truly capable of. Sneakerness is a global event series, bringing together a network of sneaker enthusiasts, branding experts, lifestyle gurus, event producers, designers, communicators, and marketers. As the leading platform for all things sneakers, this 3-day competition aimed to highlight the creativity and talent within the sneaker community. Our goals were to break stereotypes, provide real opportunities for young creatives, and generate excitement around the innovative spirit of sneaker culture.
Key challenges
One of our biggest challenges was changing the way people see sneakerheads. We also needed to engage a wide range of people and ensure the event ran smoothly. To tackle these, we used targeted communication to reshape public perception, designed an inclusive and exciting program, and planned every detail meticulously. Our partnership with a top creative agency helped us navigate these obstacles effectively.
Basic information about the event
Name of the organiser
Lounge Group
Location
Millenáris, Budapest
Event duration
11-11-2023 - 12-11-2023
Client
Sneakerness Budapest
VOTING LINK
Event results
Creativity
Our approach was fresh and unique. Instead of a typical festival, we turned Sneakpeek into a creative competition. Participants got to develop ad campaigns for a fictional sneaker brand, turning their passion into tangible projects. This hands-on, dynamic experience stood out and captivated everyone involved, breaking the mold of traditional events.
Innovation
Innovation was at the heart of our event. The 3-day competition format, along with interactive workshops, created an immersive and engaging environment. We also created an AI workshop where visitors could generate their favorite sneakers in a dream scenario. Competitors used AI in their campaign concepting and pitch presentations. We maximized social media to reach a broader audience. The ultimate prize—a chance to land a creative role at the agency—was a game-changer, providing a real career opportunity for participants.
Execution
We managed the project meticulously, ensuring everything ran smoothly. Close collaboration between Sneakerness and the creative agency meant excellent planning and execution. Our staff and volunteers were well-coordinated, maintaining great relationships with clients, partners, and participants. Logistics were handled efficiently, ensuring a seamless experience.
Measurable results
Sneakpeek exceeded all expectations. We welcomed 6,000 attendees, with workshops fully booked all weekend. Our social media outreach hit over 115,000 people, and news of the event reached 2 million across the country. Most importantly, two talented sneakerheads landed creative roles at the agency, showing a fantastic return on investment and real career advancement.
Communication
We made sure everyone knew about Sneakpeek. The event was part of a larger strategy to rebrand sneakerheads and promote Sneakerness. We used social media, press releases, and influencers to spread the word. Our messaging highlighted creativity and talent, effectively challenging stereotypes and making Sneakpeek a must-attend event.
Sustainable practices
Sustainability was a big focus for us. We promoted digital over printed materials to reduce paper waste and our overall carbon footprint. Attendees were encouraged to use digital tickets and access event information through our mobile app. The workshops were on-site but entirely digital, with no printed materials. We also used eco-friendly materials for event setups. Waste reduction initiatives and partnerships with local vendors underscored our commitment to the environment and the community, aligning with our innovative and forward-thinking ethos.
