Experiential
The Ask
Back-to-School season presented an opportunity for the brand to do a non-sales driven PR stunt to inspire students to consider pursuing STEM fields for school, while also bringing awareness to the brand.
The Background
System76 is a Linux computer company that creates high-powered machines for scientists, engineers, and mathematicians. System76 is often inspired by their customers’ projects and thus aims to be equally creative and inspiring in its marketing endeavors.
The approach
A STEM-inspired interactive performance in central downtown, near Heavy traffic, central to three different university campuses
The "Dreams Made Real" experiential event was planned and executed in thirteen days. Four dancers were body-painted and camouflaged into STEM-painted panels on downtown Denver's 16th street mall, gathering a viewing of ~600 people. Each panel (representing science, technology, engineering or math) was activated by pedestrians pressing a System76 music button. Each dancer performed for a few minutes before camouflaging back into their panels.
Customers sent us their projects to inspire further
We received tweets from customers all over the globe who shared how they use their System76 computer to accomplish their projects. We shared a few of the tweets as well as clips of the performances and behind the scenes at system76.com/stem.
“I use System76 to design machines for cancer tissue indentification.” - @RSTONE123t
