Posted on April 16, 2020 by William Fogler

What do slime, branding and a high-end event venue have in common? They were all part of two glorious days that brought together everyone’s favorite school supply, Elmer’s Glue, and the social media influencers who specialize in turning it into something colorful, stretchy, fluffy or altogether different. From ASMR to DIY, hundreds of YouTube channels and Instagram accounts record the beauty of slime for avid followers. And our client Newell Brands, makers of the glue to holds them all together, brought 30 influencers to Atlanta for a Slime Museum and “What If” slime challenges.

You’ve never heard of an event like this? Neither had we. So we can’t wait to tell you more. Read on to find out about that time WM Events got slimed, in a good way.   

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We’ve planned big events, small events and even logistically challenging events, but the Slime Museum presented us with an entirely new way of working with a brand. Although the event needed to be brand heavy, we had to come up with clever ways to work the company’s logo and product throughout every aspect without being overwhelming. We featured it seamlessly from the interactive offerings to the décor. Tying it all together and appealing to a mostly Gen Z audience challenged us with being fresh, fun, engaging and corporate-minded – all at the same time!

After carefully working the event date around the many influencers’ busy schedules, we helped the client develop activities that brought their brand to life. The first stop was dinner at the chic rooftop Roebuck Room at Ponce City Market, but the next day it was all slime, all the time. We planned a full day of events that were held high above the city at Ventanas. The Atlanta skyline provided a perfect setting for the fun décor with pops of Elmer’s blue and orange on a glue-white background.

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We used every inch of Ventanas to the client’s advantage, and the event flow played into the venue’s floorplan, which includes multiple floors and an outdoor patio. A breakfast buffet was followed by the Slime Smack Down – competitions including the Slime Chopped Challenge and Slime Blindfolded Challenge. There were multiple educational sessions, a social media workshop, the Biggest Bubble Challenge and free time to visit the Slime Museum. We made sure to feature an Instagrammable moment with a blue porch swing hanging in front of blue, white and orange streamers dotted with mini bottles of glue.

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This small event got big results. The influencers spent their two days in Atlanta filming, vlogging and posting about their experience, constantly showing the Elmer’s brand and commenting on how much fun they were having. They gained new slime expertise and discovered new ways to play around with it. #ElmersWhatIf #GenZ #slime #satisfying

The event offered our team a learning experience too. We directed and managed event logistics, travel coordination, local transportation, venue and catering, event design and décor, entertainment, graphics printing and installation, and warehousing and delivery of client assets.

Plus, it gave us a chance to see what the up-and-coming Gen-Z market deems important. Next week, we might take a stab at TikTok – watch out world!

Photography & Videography: Eric Little Photography

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