Pillow Talk was a 2-part activation. The first was an in-person, open-to-the-public, live-streamed interview series with Sundance filmmakers, actors, and other artists. We invited them into bed – literally. The set was a queen sized bed with a camera affixed to the ceiling shooting the interview from a bird’s eye view. This style evoked intimate, casual and no-holds barred conversations between interviewer and artist. Interviewees dug deep into their work and creative process, surfacing stories of vivid emotion and wild humor.

Between interview sessions, we morphed the set into a funny twist on a photo booth, and invited Sundance visitors to place themselves in the filmmaker’s shoes (or pajama footies). Singles, couples and groups jumped into bed as the the overhead camera snapped. People then took their images to an iPad and using Adobe creative apps, customized their personal pics to share on their social networks.

The call for a specific social brand experience at Sundance came in early November. The agency and Adobe’s social media team developed a number of concepts before landing on Pillow Talk, at which point Adobe used the concept to sell their way into the airbnb haus.

Once locked into the space, Adobe’s internal production team worked to bring the creative vision to life. The agency secured seasoned emcee talent and filmmakers for interviews. Adobe creative teams customized the photo editing and live stream feed into YouTube Live.

On site, internal teams from Adobe and the agency worked with airbnb to build out the bed set and create the proper consumer experience path for the photo activation, with brand ambassadors managing consumer connections.

Adobe also implemented paid social media buys to generate awareness of the Pillow Talk interviews series and garner views across YouTube, Twitter and Facebook.

During the 1.5 weeks of the festival:

- Adobe No. 1 overall in share of voice compared to all other sponsoring brandsTotal potential reach: 106.6M – an increase of nearly 12x YoYTraffic to Adobe.com from social spiked during Sundance

o Up 35% week over week – driven by our 2 Sundance articles about the experience and that included live stream video interviews that were embedded

- 1.5 million video views of Pillow Talk interviews

- 3,375 total social posts – up 60% YoY

o 1,334 #PillowTalk conversations –37% of overall Adobe mentions

- ~3,000 participants through the Pillow Talk photo booth experience creating 1,000+ photos

o Dramatic spike in Adobe Post* downloads (*the app used for photo editing)

- No negative sentiment in social