Written by Running Man
We had an amazing experience at Belvedere Vodka’s pre-Grammys party at the Avalon in L.A., which celebrated its partnering with (RED)™ for the launch of BELVEDERE (PRODUCT)RED™. With the help of the Grammy winning celebrity ambassador, Usher, and the brilliant Belgian sculptor, Carsten Höller, (BELVEDERE)RED™ hit the ground running to raise funds for The Global Fund to Fight AIDS, Malaria and Tuberculosis.
Höller’s ”Double Sphere Hanging”, a light installation created specially for the (Belvedere)RED initiative, will be auctioned at Art Basel Miami at the end of the year. Proceeds from its sale will also go to The Global Fund. The light sculpture featured red and white flashing bulbs and was created to evoke an emotional response that challenges cerebral intuition.
During the live performance, 700 attendees sipped event-exclusive cocktails, selected for them by the Belve Shaker iPad app we created. By weighing in taste, mood, and music factors, guests were given suggestions for their first drink of the night, which was aggregated into a constantly changing bar graph and projected onto screens. In addition, pictures were taken on the guest-only red carpet (celebrities and attendees alike) and uploaded both to Facebook and the projector screens. We built the buzz among Belvedere’s Facebook fans and twitter followers ahead of time with teasers, opportunities to ask Usher questions and a chance to help select one of the songs he performed. Then we kept them posted throughout the night via live tweeting and Facebook updates.
The invite-only event was attended by such celebrities as Chelsea Handler, Mark Ronson (who was the DJ for the after party), Paris & Nicky Hilton, Jamie Foxx, Estelle and many more. Many of them paused after red carpet photos to autograph a magnum sized model of the Special Edition (BELVEDERE)RED™ bottle. There were also live tweets for our global fans to follow the event happenings and celebrity spottings.
The after party was INSANE! Between the musical stylings of Mark Ronson, a surprise performance by Beth Ditto (of the group, GOSSIP) and all the chatter about a scuffle at the launch event involving a certain Oscar-winning boldfaced name, guests were plenty entertained. Perhaps the most entertained was music icon, Quincy Jones, who literally partied until the lights came on.
It was great to celebrate for a cause, and we’re glad we were able to help Belvedere Vodka execute a successful night of events.