Win the Total Market was a 2-day event series designed to teach marketers how to better unlock their brands’ potential by actively reaching out to multicultural consumers. The series featured immersive events and talks by thought leaders across the marketing spectrum. ICON was tasked with creating the series kickoff, an educational event focused on the Hispanic market.
To take the event from immersion to entertainment, we hosted it at a Latin dance club. Attendees were surrounded by authentic Latin American decorations, music and food as they took in engaging content about modern Hispanic culture in the U.S. The event became one of the series highlights, earning 5-star ratings from attendees in the post-event survey. Marketers learned how to transform their brands by making them culture-centric and highly relevant to today’s diverse markets.