TIMEPieces at Art Basel Miami Beach
Experiential Marketing · Corporate Event Planning · Influencer Marketing · Social Media Strategy · B2B
As Head of Artist Relations and Marketing for TIMEPieces, TIME’s web3 initiative, I was responsible for three events to celebrate and support the next generation of artists—those finding success in NFTs and web3—during Art Basel Miami Beach 2022.
With an event budget of $125,000, I was responsible for hosting a weekend of events worthy of a legacy brand, that offered sponsors opportunities to leverage our audience and community in ways that benefitted their brands and produce immersive and creative experiences that align with the web3 ethos.
Here are the highlights…
Partnership Overview
Artist Dinner
After 2-weeks of scouting venues for the artist dinner, my team and I ultimately decided on The National Hotel in Miami Beach. I considered the following when deciding on a venue:
Learnings from the previous year’s dinner, specifically concern around venue size (not too small), is near all the events (to limit excessive travel for customers and attendees) and had enough space for a cocktail hour.
Aligned with the brand aesthetic and positioning of the legacy TIME brand. This meant a luxury, customizable (for brand assets and colors to be used) to the brand, and unique to the event's branding.
Used no more than 30% of our projected budget.
Results: 150 creators, collectors, partners, and thought leaders attended the dinner. Attendees included Mayor of Miami, Francis X. Suarez, leading web3 artists: Andre O’Shea, JN Silva, Olive Allen, MAGOGALAKTIKO, John Knopf, Parin Heidari, ThankYouX, and Nadya Tolokonnikova of Pussy Riot, as well as CNN’s Julia Chatterly, Coindesk’s Sam Ewen, and NFT Now’s Matt Medved.
As a Presenting Sponsor of the TIMEPieces’ Artist Dinner, the web3 community was introduced to Morgan Stanley Wealth Management through the following benefits:
A welcome toast; given by Bill Van Scoyoc, Managing Director and Complex Manager at Morgan Stanley Wealth Management
Seats for Morgan Stanley Wealth Advisors
Morgan Stanley’s logo inclusion on a TIMEPieces house ad in TIME Magazine during Miami Art Week (included below).
Morgan Stanley’s logo on the invite, menus, and other promotional materials
Tags in promotional tweets from @TIMEPieces pre, during, and post-event (results below).
The Gallery, Cocktail Reception, & Community Meetup
Social Props
All social copy written by Tameka Bazile. Teaser and recap video creative direction by Tameka Bazile. Video design by Brobel Design.
352K Social Impressions
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3.23K Social Video Views
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14K Social Engagements
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189K Social Impressions, Nat Geo
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189K Social Impressions, Morgan Stanley
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352K Social Impressions 〰️ 3.23K Social Video Views 〰️ 14K Social Engagements 〰️ 189K Social Impressions, Nat Geo 〰️ 189K Social Impressions, Morgan Stanley 〰️
TIMEPieces auctioned off two pieces that were created live at the TIMEPieces Gallery during Art Basel by Andre O’Shea and Allison Dayka as well as the original TIMEPieces Miami logo art created by Parin Hiedari. Over $3500 was raised in this auction.
Morgan Stanley’s digital resources were also delivered to the winners.
The Social Campaign
Results:
352K impressions
189K sponsor impressions
3.23K video views
14K social engagements
10K sponsor engagements
The Influencer Campaign
Results:
150 artists
Over 500,000 followers reached
The Print Ad
1.5M impressions and was sent to all TIME subscribers, sold at newsstands, and distributed at the events in Art Basel Miami.
The Digital Auction
Press
BlockWorks article on December 5
The Beacon Bolt article on December 5 CoinCentral article on December 12
CoinDesk article on December 2
CoinDesk article on December 5
My approach — My team and I worked together to outline what we anticipate the event might require to attract the clientele, attendees, and brands we knew we’d want exposure to. Considering that this needed to be mutually beneficial for the creators and the TIME brand, we ultimately came up with three events that would allow for networking (the Artist Dinner and Gallery), showcasing the work of the artists (the Gallery), and allowed the community that supported them to connect directly with them (the Community Meetup).
To achieve this, I had to outline a budget that would give us the space to host events worthy of the TIME brand. This meant aligning with potential sponsors that would benefit from our goals and the audience we were attracting. After several calls with Morgan Stanley, I was able to sell them the benefits of this event and they signed on as Presenting Sponsor.
Creative Direction by Tameka Bazile. Designed by Brobel Design.
Creative Direction by Tameka Bazile. Design by Brobel Design. Logo by Parin Heidari.
Morgan Stanley Wealth Management
The NFT Gallery Exhibit featured:
Invitation-only Artist Wealth Management Panel, and Cocktail Reception
Digital Art Auction for Charity
These initiatives built a positive halo in the web3 artist community supporting Morgan Stanley’s efforts to reach new clients and prospects and educate artists in the space.
As the seller on the Morgan Stanley account, I was responsible for the level of investment and return to Morgan Stanley for their participation. Therefore, I predominately focus on their results in this case study.
The Gallery, cocktail reception and meetup presented an opportunity to use brand recognition as leverage for a barter. With this, I was able to work with gallery owners at Blackdove Gallery in the Wynwood section of Miami to lower costs for digital screen rentals, A/V rentals, venue rentals, and more. Using one venue for all three events secured costs at less than 40% of our overall budget.
Results: The gallery showcased the photography of TIMEPieces artists and other leading NFT photographers. The event also featured live art installations, as well as a TIMEPieces’ community meet-up. Over 500 attendees came through the gallery over the 2.5-day event.
As a Presenting Sponsor of the TIMEPieces’ Gallery at Blackdove, Morgan Stanley’s Sponsorship Benefits included:
A fully hosted panel on wealth management and financial planning, including the distribution of branded
resources
Invitations to the cocktail party for Morgan Stanley Wealth Management Advisors to network
Tags in all promotional tweets on @TIMEPieces
Photo Backdrop Activation
Logo on invitation and on-site elements that included rotating content on one screen at the gallery
Closing Remarks at the Art of Wealth Session