In just its sophomore year, the POSSIBLE conference has become a powerhouse in the marketing sphere, notching a 40% surge in attendance and drawing comparisons to the illustrious Cannes Lions festival.
So for an incredibly innovative company like GumGum—an AI-driven digital advertising leader—the event made an ideal spot for its biggest booth and trade show presence to date.
Staged at the chic Fontainebleau Miami Beach this spring, the conference attracted over 3,500 luminaries from consumer brands, tech, digital realms, media, and cultural sectors. And SEQ was on deck to ensure GumGum made more than just a ripple in these influential waters.
The Challenge: Creating a Standout Presence
Despite its novelty, POSSIBLE attracted our client GumGum with its roster of high-caliber attendees. The brand’s aspirations for the event were clear:
- Sales and Visibility: Forging connections with top-tier brands and agencies
- Booth Design: Creating a visually appealing, relaxing, and on-brand booth that encouraged organic connections and reflected the aesthetics of GumGum’s branding and new NYC and LA offices
- Product Spotlight: Introducing attendees to Mindset, a cutting-edge digital advertising tool that focuses on peoples' active frame of mind and what they are viewing and feeling in the moment, instead of tracking past behavior
- Audience Engagement: Captivating a diverse group of marketing mavens and decision-makers.
The Process: A Strategy-First Approach
Sequence is a strategy-first agency, which means everything we do is through the lens of "why," always asking how it will tie back into a client’s year-round goals and priorities.
We kicked off our partnership with GumGum through a Discovery & Brand Immersion meeting so that we could ensure we’re fully aligned, and we worked closely with GumGum leadership to understand the tangible and intangible KPIs that would influence our approach and focused attention. We ultimately became an extension of their team, mirroring their brand, culture, and voice every step of the way.
The Solution: An Inviting, Branded Experience
Ultimately, SEQ designed a beautiful, relaxing, and on-brand booth that encouraged organic connections and tied back to the aesthetic of GumGum’s trendy new offices—but with a stunning Tulum-inspired twist that was perfect for the sunny Miami locale.
In-booth activations tied back to GumGum’s featured product Mindset, and included…
- Zen Breathwork: Guided sessions to center and engage participants right from the get-go
- Typewriter Poetry: Personalized poems prompted by the question “What is your current Mindset?"
- Hand Massages: A touch of relaxation amid the conference buzz
- Custom-Branded Espresso Martinis: A hit for those needing a little pick-me-up, served up with a tech twist using a Ripple Maker!
Each touchpoint served as a branding opportunity and reinforced GumGum’s mission and products. The booth also offered surprise and delight moments, colorful experiences, and photo ops, turning it into a popular hangout spot that provided shade, water, and essential self-care amenities.
The Results: A Successful, Ongoing Partnership!
SEQ’s inventive and thoughtful execution at the POSSIBLE conference carved out a memorable and impactful niche for GumGum, providing a vibrant stage for their sales team to spark meaningful interactions. Plus, the activation highlighted GumGum’s commitment to sustainability, saving 4,568 water bottles thanks to onsite Bevi machines!
And in one of our favorite markers of success: SEQ is now working with GumGum on a retainer basis for ongoing events. We’re thrilled to continue collaborating with this forward-thinking company on events and experiential campaigns that showcase their creativity and innovation!
But don't just take our word for it. Here’s what a member of the GumGum team had to say:
“On behalf of the entire GumGum team, I want to send a BIG THANK YOU for your partnership at POSSIBLE bringing to life the amazing GumGum space. … You have created something truly remarkable. The response and feedback was out of this world both internally and externally. GumGummers present at the event were buzzing from all the compliments and comments received, and the rest of the company could not be more excited seeing pictures of the space and videos shared on Slack, LinkedIn, etc. We cannot wait to see the amazing moments we create for our audiences working together organizing events. Again, from the bottom of my heart, thank you!”