Land O’Lakes | Food Effect at SXSW
The Situation
As a leader in an industry at the crossroads (and in the crosshairs), Land O’Lakes wanted to invite a discussion on the future of food and change perceptions about the brand.
The Food Effect Experience at SXSW
Working with Land O'Lakes to show the world that they're more than a butter company, a cross-discipline team designed the brand’s first experience at SXSW, The Food Effect, to start an important conversation about the future of food and the role of agriculture in that future.
Social Amplification
We wanted the experience to extend beyond the physical activation so the entire event was built with social sharing in mind, from the way we created experiences that were instagramable, to panels that included guests with active social followings that we leveraged, to our team of on-site community managers to capture and scale the conversation outside of the event space and engage in social discussions in authentic ways.
My Role
I led research and developed the content strategy for the immersive event experience, website and social amplification strategy. I collaborated with creative teams to bring that vision to life and helped guide the environmental design for the gallery space, experiential design for five exhibits and a 360° website experience that helped continue to tell the story about the future of food online after the event was over.
The Results
83% now see Land O’Lakes as forward thinking
288 global media stories
120 million earned impressions