Pinvision A New Era
SWAMP
Client: Pinterest
The traditional conference format is stale, stuck and —let’s face it—boring. Pinterest and Swamp disrupted that. Enter stage left: immersive theatre for advertising. No lectures. Bye, bye conventions. A performance you’d actually buy a ticket to see. Pinterest isn’t like any old social media platform - so why would their annual ads conference be any different? Swamp were tasked with “unboring" a traditional conference and doing things differently. Swamp rose to the challenge by creating a B2B event in London, with live actors, a game show, spoken word and even a gift shop. We tore up the rule book and created an immersive, theatrical journey which guided advertisers through the Pinterest consumer journey from discovery, to decision, to do. The event smashed targets with YoY attendance up 46% - attendees included senior marketers and agencies who praised the radically innovative format. We landed our key messages with 95% of attendees saying they understand the benefits of advertising on Pinterest and 83% of the media agencies stating they are likely to consider advertising on Pinterest after attending Pinvision. Remember: the first rule of B2B events: pretend they’re not a B2B event. “Flipping the script on traditional B2B conferences, Pinterest recently disrupted expectations with its annual advertiser summit - Pinvision” LBB Editorial 14th May 2024 “It brought to life Pinterest as a platform, I haven't seen anything as innovative and immersive from a platform in a long time. So yes, good job Pinterest” - Head of Marketing Primark