The Great New York State Fair

AVContent DevelopmentOfficial WebsiteAVPRODDigital

Aug 1

Written By PXL Agency

AV I Content Development I Official Website

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CLIENT

State of New York Department of Agriculture

SERVICES

Content Development and Creation

Web Development and Design

Social Content Management

Creative Writing

Video Editing

On Site Production

Staffing of Film Crew

Pre + Post Production

For the third consecutive year (of our 5-year contract), The Great New York State Fair, one of the largest state fairs in the United States, entrusted with Studio City PXL to lead the way on their content development execution, official website maintenance, and to develop an overarching social media and digital strategy.

As the agency of record, Studio City PXL assumed responsibility for orchestrating comprehensive 360-degree marketing initiatives. This included a spectrum of tasks, ranging from the design of banner ads to the crafting of fairground site maps that guided attendees seamlessly through the 13-day event. Our expertise also extended to curating souvenir merchandise and developing interactive touch screen maps, enhancing the overall experience for fairgoers.

But that’s not all – we even designed and created an engaging (and very addicting) online match-3 game that showcased the unique blend of food, farming, and fun that can only be found at the New York State Fair.

The results speak for themselves – the fair experienced a remarkable 6% surge in attendance compared to the previous year (55,000 more attendees!) This achievement is all the more impressive considering the fair has doubled the price of admission since just last year. Additionally, the fair shattered its own record for concert attendance, with country star Lainey Wilson captivating a staggering 53,000 fans on opening night. This milestone surpassed last year's record by over 10,000!

The 2023 marketing campaign for the Great New York State Fair was strategically devised to recapture the attention and enthusiasm of the general public in the aftermath of the COVID-19 pandemic. At the heart of this effort was the aim to evoke excitement and all the greatness the fair has to offer.

To actualize these objectives, Studio City PXL harnessed the content we captured in both 2021 and 2022. We centered our campaign around the personal journey of attending the NYSF. This approach allowed us to spotlight the vivid spectrum of experiences – from the visuals to the resonating sounds, from the amazing tastes to the exciting attractions – that constitute the essence of the fair.

This content development initiative has paved the way for a more unified marketing campaign in the years ahead. It doesn't just encapsulate a moment; it encapsulates unforgettable experiences. Greatness awaits!

Games & Filters & Lenses, Oh My!

SCPXL took pride in crafting an irresistibly engaging match-3 game, a puzzle that quickly becomes addictive! Within this game, players move pieces, striving to align three or more in a row, showcasing the delightful food, farming, and amusement that exclusively characterizes the NYSF.

Play it yourself here: https://nyfairmatch.com/

In 2022, we delivered the social "Butterizer" AR filter, which turned the famous fair butter sculpture into an interactive experience. We created a VR lens that analyzed the facial structure and movements of the user and then animated it on a male or female butter bust. This could then be effortlessly shared, texted, and posted across various social platforms. Additionally, we curated a geo-filter Snapchat lens, presenting an ideal strategy for amplifying brand recognition around the event. This initiative not only harnessed the enthusiasm of Snapchat users, a predominantly youthful demographic, but also provided them with an avenue to authentically engage with the New York State Fair brand.

All Things Design

Our team of exceptional creatives took the reins in conceptualizing the entirety of the fair's aesthetic. This encompassed a diverse array of elements, from animal masks to charming souvenir cups, banner ads, and the distinct entrance signs that guided visitors to the various villages within the event grounds.

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Official Website & Map Updates

Studio City PXL continued to maintain and update the official website for the Fair and the Fairgrounds, creating a more organized, accessible and user-friendly experience for fairgoers attending the 13-day celebration. This included but was not limited to event updates, the creation of the official fair map, concert lineup announcements and more.

Capturing The Experience

To support our ongoing on-air and social campaign, Studio City PXL flew in a team of the world’s best event photographers and videographers to capture all the unique and magical moments onsite.