Team Event doorstopped 16 of the most creative brand experience agencies in the country with an impromptu cronut drop – delivering 120 hybrid pastries in and around the capital on Wednesday 8 October.
Using Event’s dedicated relaunch hashtag, #SecretEvent, agencies were tweeted by the editorial team ahead of their arrival to their offices explaining that they should expect to receive a special delivery as part of Event’s #SecretEvent mission.
The team handed over boxes of Event branded cronuts - a cross between a croissant and a doughnut baked by event caterer Create Food and Party Design - along with copies of the relaunch issue to the agencies. The audience reaction was captured on Vine and Instagram along with the slogan ‘we’re going cronuts for Event magazine.’
Agencies visited included WRG, Wasserman, PS Live, Avantgarde, Space, Jack Morton, George P Johnson, Sledge and RPM.
Yasmin Arrigo, editor-in-chief of Event magazine, said: "To continue the momentum of #SecretEvent and to underpin our new mantra of championing brand experiences , we wanted to demonstrate that Event is able to bring its own campaigns to life - similar to what our agency audience do for their clients on a daily basis."
The cronut drop garnered a wealth of social media interest – with the brand’s retweet rate rising by 72% and favourites up by 69% across the duration of the week. Notable tweets from media included support from sister titles C&IT, MediaWeek, Marketing, Brandrepublic.com plus mentions from bizbash.com in the USA and the The Mail on Sunday’s weekend publication Event which expressed their cronut envy.
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