In effort to drive press and social media coverage of CoverGirl’s new line of summer products,TH designed a cocktail event featuring six experiential vignettes, each representing one of the line’s core products. Each product was paired with a specific social media platform, featuring eye look transformations on Vine, before-and-after photos on Diptic and more. Facebook, Instagram and Twitter fans were invited to follow the experience via CoverGirl’s unique hashtag, #EasyBreezyNew. To further elevate the experience, an aggregation of social media shares across all channels was projected within venue allowing partygoers to follow the buzz on social media in real time. Celebrity brand icon Sofia Vergara stopped by to sample the products while DJ duo Nervo set the tone as the musical guests for the evening.

1 activation day
150 attendees
2,100,000 social media impressions