HYPERLOCAL COMMUNITY ACTIVATION
Runway Playa Vista: Create and Activate a Live/Work/Shop Community
Introducing the New Urban Playground in Silicon Beach
When our Experiential Marketing partner Rendezvous Collective called us with a huge opportunity to help them build an exciting and creative urban playground at Runway Playa Vista (of Howard Hughes fame), we jumped at the chance — building hyper-local communities is our absolute passion.
Runway Playa Vista is a brand new, walkable live/work/shop community at the epicenter of Silicon Beach, the affectionate name of the booming tech scene from Santa Monica to El Segundo.
With powerhouse companies Facebook, Youtube, Google, Yahoo, Microsoft and Belkin in the neighborhood, a walkable community with luxury apartments, a Whole Foods with its own wine bar and great restaurants like Da Kikokiko (wife and husband culinary team Top Chef alum Brooke Williamson and Nick Roberts), is primed for enormous success.
In fact, a report done by LOCUS, a coalition of developers and investors and researchers at George Washington University surveyed walkability in the 30 top metropolitan areas in the country. Car-friendly L.A., it turns out, ranked 18th on measures of walkable urbanism with only 16% of its office and retail space in an areas that’s considered “walkable.”
The challenge: Bring this amazing new walkable, mixed-use neighborhood to life online and connect local businesses, residents and visitors together to create an active community of collaboration, participation and most importantly — FUN.
As with every client and project, we begin each engagement with what we now call a “Brand Beacon” workshop. The Brand Beacon becomes the true North Star, the magic ingredient that makes a brand, messaging and content unique, remarkable and most importantly, memorable.
For Runway — we were able to identify the vision of a family-fun, dog-friendly, fitness-loving, creative, collaborative, suburban-safe neighborhood in an artistic, modern urban environment. Who wouldn’t want that?
Now, it was time to bring that brand vision to life online! Together with Rendezvous Collective, we created a comprehensive three-pronged approach: a live event calendar, content strategy and community activation plan that mirrored the new Brand Beacon for Runway.
We’re talking: Music Mondays — free live events every Monday for the community to shake and shimmy safely into the night with kids, dogs and DJs; daily content across Facebook, Instagram and Twitter like our weekly modern cocktail recipes from ingredients available at the Runway Farmer’s Market every Saturday; and most importantly, an initiative to collaborate and connect all of the employees of each of our business tenants a support system of their neighbors via meetups and a Facebook group.
Within just months of activating this initiative together, we have seen an increase across all social media metrics (Fans/Followers up 75%, Facebook shares up by 107%; Twitter favorites up by 61% via almost exclusively organic content) but most exciting of all — we are hitting our business goals of driving more people to visit the area. In fact, we had over 10,000 visitors attend the first annual Holiday Block Party! That’s what you get when you have a crack team like Rendezvous Collective and [mto] working together toward the same goal. It won’t be long until Runway Playa Vista is the hottest hangout in town. You heard it here first.
“With [mto], we didn’t just get a comprehensive digital strategy and quick results, we gained more members to our team, who care about our client as much as we do.”
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