When Compound art gallery in South Bronx, NY, closed its doors as a result of COVID-19, the solution devised was a virtual one: founder Set Free Richardson created a virtual experience, dubbed “Art of the Protest,” that showcased and celebrated photography work of Black and Latinx artists who captured Black Lives Matter protests taking place across the country. The event, which took place July 17, was supported by a sponsorship from Jägermeister. Following are three insights gleaned from the campaign, according to coverage in Event Marketer, that can assist marketers seeking to participate in meaningful, virtual sponsorships.
Since Jägermeister already had a program in place that gave back to artists, creatives and bartenders who have been impacted by the pandemic, and had previously worked with Richardson to support the nightlife community, the sponsorship of the Art of Protest fell in line with the brand’s previous efforts to provide financial support to those who have been adversely affected by the pandemic.
In the virtual realm, there is a greater focus on storytelling, according to the brand. Viewers were able to hear directly from the artists, for instance, and more people were able to experience the gallery than would have been possible within the physical space.
The virtual gallery was constructed in a WebGL-based 3D environment, which allowed viewers to navigate the space as they would in person. It also had a real-time lighting feature that indicated when other viewers were present.
For more details on Jägermeister’s sponsorship, read on in Event Marketer.