How would you feel about a photo booth with commercial-grade, Hollywood-quality superhero outfits? And instead of a booth, a station with a photographer who set you up in live action scenarios to battle your favourite villain?

Hilarious at first, then sort of annoying and now they just kind of blend into the background. We’ve all seen them, the photo booth complete with fake moustaches and silly hats. The end result? A sell-out event every year, a highly tailored sponsorship package and something way more interesting than the typical “wine sponsor” or “gold sponsor reading a dry speech for 15 minutes” at the front of the room. Some sent their mayor, other sent local musical talent with briefcases of free alcohol for the crowd, other sent horribly inappropriate comedians. Their activation budget was up to them! They went wild and had an “activation arms race” trying to beat the other sponsors with more and more ridiculous ideas, giveaways and entertainment. Their goal was to convince the audience to visit their city and their method was to show off the best their city had to offer. I was at an event where each of ten sponsors (no Gold, Silver, Bronze here!) were given the stage for five minutes each.

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