NEVERSTOP

Microsoft’s Decision Engine Bing wished to increase their presence in Social Media and establish their brand as synonymous with entertainment at the Sundance Film Festival 2011. Neverstop conceptualized and produced “The Bing Bar,” which became a multi-faceted event space/bar at Sundance, hosting celebrity interviews and content capture by day, and VIP parties and performances by night.

Neverstop took over the old Claim Jumper Hotel on Main St. as an abandoned shell of a building with only studs and floorboards, and built it out into a usable venue.  Dark heavy furniture and rustic decor gave it a vintage Hollywood aesthetic, juxtaposed with custom contemporary art. Official film premiere after-parties were held nightly and featured performances by Grammy Award Nominees; Janelle Monae, Florence and the Machine, and Cee-Lo Green.

Creating Twitter hashtags such as #BingBar, gave visitors the ability to participate with the event, while it drove brand conversation online. Check-ins via FourSquare gave visitors a chance to easily identify where they were. Also by placing vinyl apps of the Bing search bar on mirrors, it prompted the visitor to take a photo and upload it to their social network. Content capture of the Bing Bar was uploaded to YouTube of celebrity interviews, and activations happening at the Bing Bar.

The week at Sundance was successful on an unanticipated level and garnered over 779 placements in broadcast, online and print media outlets, 975,039,326 media impressions total 994,339,326 impressions including Twitter.