GumGum Activation at POSSIBLE Conference

The Client:
GumGum is a leading contextual intelligence company that leverages advanced AI technology to analyze the full spectrum of online content. With a mission to make digital advertising smarter and more effective, GumGum aimed to leave a lasting impression at the POSSIBLE Conference in Miami, one of the premier events for ad tech and marketing professionals.

The Challenge:
GumGum’s objective for the POSSIBLE Conference was to differentiate itself in a highly competitive space teeming with major brands and industry leaders. They sought to create an activation that not only captured attention but also fostered connections and showcased the cutting-edge technology that powers their services. With over 3,500 attendees spanning consumer brands, tech, digital media, and cultural sectors, GumGum needed an engaging and memorable presence that resonated with this diverse audience.

The Solution:
To help GumGum achieve its ambitious goals, Sequence Events developed a comprehensive booth and activation strategy that combined visual appeal with interactive experiences. The booth was designed using GumGum’s signature vibrant colors and brand elements, creating a cohesive and inviting atmosphere. The layout facilitated easy navigation, while bold, eye-catching graphics effectively communicated GumGum’s unique value proposition.

The in-booth activations were all aligned with GumGum’s featured product Mindset, a cutting-edge digital advertising tool that focuses on peoples’ active frame of mind and what they are viewing and feeling in the moment, instead of tracking past behavior.

Highlights included Zen breathwork sessions, personalized typewriter poetry inspired by the prompt “What is your current Mindset?”, hand massages, and custom-branded espresso martinis. Swag was also used strategically via reusable, grab-and-go amenity kits filled with conference essentials, including face wipes, lip balm, eye masks, sunscreen, essential oils, and more. As an added bonus, jars of the amenities were available throughout the week; many attendees returned on the second and third days to grab more sunscreen and face wipes.

Overall, each activation tied back into attendees’ frame of mind, and was carefully crafted to serve as a branding opportunity—reinforcing GumGum’s mission and product offerings while creating meaningful interactions with attendees.

The Results:
GumGum’s presence at the POSSIBLE Conference was a resounding success, offering a dynamic platform for their sales team to engage with industry professionals—and building buzz on social media, with one visitor describing the space as a “retreat-like oasis” and another posting: “Hands down, GumGum had one of the most curated booths I ever experienced at a conference.” The activations also underscored GumGum’s commitment to sustainability, as 4,568 water bottles were saved through the use of onsite Bevi machines.

In one of the most significant outcomes of the event, GumGum has now engaged Sequence Events on a retainer basis for ongoing event partnerships—a testament to the impact and success of our collaboration.

The Kind Words:
“On behalf of the entire GumGum team, I want to send a BIG THANK YOU for your partnership at POSSIBLE bringing to life the amazing GumGum space. … You have created something truly remarkable. The response and feedback was out of this world both internally and externally. GumGummers present at the event were buzzing from all the compliments and comments received, and the rest of the company could not be more excited seeing pictures of the space and videos shared on Slack, LinkedIn, etc. We cannot wait to see the amazing moments we create for our audiences working together organizing events. Again, from the bottom of my heart, thank you!”