Challenge
Building the Ultimate Bravo Fan Experience. In 2019, NBCU partnered with Superfly to create BravoCon, a large-scale premium ticketed experience in celebration of the network’s dedicated fandom. Taking place across three New York City venues, Bravocon was an unforgettable weekend that gave “Bravoholics” unparalleled IRL access to their favorite “Bravolebs.” The Big Questions We started with two simple questions — first, Who are the Bravoholics and why do they love Bravo so much? Second, how do we immerse them in the worlds they are so familiar watching on TV?
Solution
Our Role Experience Strategy, Financial Modeling, Marketing Strategy, Production & Operations, Creative Development, Sponsor Integration, F&B Production, Ticketing, Web Development, App Management. The Big Answers We were able to land upon a few core brand tenets, and dug in to figure out how to embody them in a “Con” environment. Shameless. Dramatic. Hilarious. Outrageous. Intimate. Glam. We leaned into these aspects across a variety of programming types, including aerobics classes, culinary and cocktail experiences, talent panels, live show tapings, social-ready photo opportunities, and LOTS of Bravoleb meet-n-greets.
Results
Bravocon was a truly amazing experience for everyone involved. 6,000 of the most crazed Bravoholics traveled from far and wide to get close and personal with their faves across 45 events and panel discussions. Over 85 Bravolebs had a unique opportunity to interact in-person with their fans IRL. Bravo and their brand partners successfully leveraged the love of their most passionate audience members to create a totally new marketing platform, sponsorable asset, and ancillary revenue stream. Bravocon echoed far and wide through pop culture, with 25 million social media impressions, 400M TikTok views, editorial feature in the NY Times print edition, and positive coverage from Variety, Forbes, USA Today, Glamour, Elle, Refinery29, and Vox. In a post event survey, 77% of guests called it - literally - one of the best weekends of their life, comparing the event to their wedding night or the birth of their children! With friends and family alike connecting over a shared emotional connection to the Bravo fandom, Bravocon proved that when a media brand goes big and gives their fans an experience worth attending, everyone wins.
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