PARTNER+: SAVE YOUR TOOTH MONTH POP-UP EVENT

Overview

While patients may dread a dental visit ending in the words “you need a root canal,” the American Association of Endodontists (AAE) would argue that they’re key to keeping your natural teeth.

To spread this message, AAE came to 4media group ready to go all-in on an innovative strategy to promote education around this procedure and the professionals who have gotten their black belts in preserving teeth. As part of their overall partner+ relationship with 4media group, AAE had a tremendous amount of flexibility to develop an engaging in-person event/experience for Save Your Tooth Month to help spread the word that endodontists are in fact the “Superheroes of Saving Teeth.”

Objectives

The AAE enlisted 4media’s expertise to leverage broadcast, digital media and traditional PR tactics to generate awareness during a publicity pop-up event ahead of their annual conference and drive engagement with experts in the field and the general public.

Solution

From the outset, 4media brought together its subject matter experts in media relations, design, strategy, and client relations to develop a plan for AAE on this publicity stunt. We set up weekly check-in meetings to ideate and execute a uniquely tailored approach to their needs that included planning for actors, costume design, swag design, a smile selfie station and a way to get people there.

With the location set in downtown Chicago, central to a metro hub and in a medium-traffic area, the spot became a popular destination during the lunch hour, especially with their featured catering partner, Just Salad. Leading up to the event, 4media group held a casting call to find two “Superheroes of Saving Teeth” and brought in enthusiastic actors wearing custom-designed costumes created from Interform, a local Arkansas non-profit. Being an unscripted event, the actors maintained an outstanding level of energy and knowledge, bringing in guests that otherwise would have been passing through the space. The swag/giveaways from Best of Best Gifts, creative props and branded games alongside a smile selfie station gave guests of all ages an opportunity to boost literacy around the often-overlooked and unknown specialty.

Outside of event logistics, the media approach to promoting AAE’s campaign rested heavily on digital initiatives leading up to the day to drive attendance. A delicate balance to maximize digital outreach was considered to ensure invitees were given just enough time to plan to attend the event and not become distracted or forget. The thrust of both campaign and event centered around equally leaning into traditional and soft key performance indicators (KPIs) in order to bring an added level of intention to the day.

Digital amplification blended both earned and paid media tactics with an earned news segment featured on Fox32 Chicago and an audio news release (ANR). Additionally, customized and targeted invitations, curated social media posts, and geofencing to identify the most active mobile users within a 1-mile vicinity of the event were crucial to creating a tailored feel for all attendees.

Strategy

In bringing together impressive digital and physical logistics for the client, 4media group was able to act as a liaison for AAE and facilitate community connections with small businesses, local vendors, professionals, and families to generate greater visibility within the client’s own community and create a broader network on their behalf for future opportunities. Following this campaign in particular, AAE was able to bring in the same actors for their annual conference to elevate engagement and continue the momentum from their prior success.

Outcome

By leveraging a partner+ relationship, AAE was able to maximize their entire spend by utilizing a wide range of products to deliver a curated approach for an all-around unique and unforgettable experience.

The mixed multimedia campaigns, innovative geofencing tools garnering 650,000+ impressions within a 1-mile radius of the event and experiential event features were successful in creating both an engaging environment and informative opportunity for over 500 attendees during Save Your Tooth Month 2023. Ultimately, the event generated extensive media buzz, with the news segment reaching 18,000+ viewers and the ANR reaching 11 million+ listeners across 120 markets and 261 stations. The event also received placements on top publications such as Yahoo!, ABC News, The Chicago Tribune, Cure Joy, and Healthline. In approaching the event with a balanced outlook and genuine understanding of the clients’ overall and long-term needs, 4media group was able to leverage local and national tactics alongside digital and in-person strategies to leave a lasting impression.