While cellular devices can enhance connectivity and allow for shared experiences, overuse of mobile phones at social gatherings can detract from interactions that make events intimate. At any special event (awards ceremony, launch party, live show, etc.), the emphasis on documenting one’s attendance and participation could eclipse the act of being present.
Enter Impulse: the solution-driven technology company created by Gradient Experience that’s revolutionizing audience engagement and dialogue between consumers and brands. Launched in August 2023 to rave results, Impulse allocates event photos and updates, thus empowering attendees to be in the moment and helping to produce an immersive experience that encourages engagement both during and after the event.
Guests get invited to an event and – either ahead of time or on the day of – can opt in to receive and manage photos taken by professionals at the event. Then, they upload a selfie and phone number via a QR code. Unlike traditional methods, where consent is implied by mere attendance and personal information (name, address and email) is required, Impulse lets the guest take ownership of their images without divulging personal data.
All that’s left is to put away the phone and enjoy the experience. Guests receive high-quality photos via SMS and messaging as they leave an event, eliminating the need to sign up to a one-off platform or download a new app. And the selfie used to opt in to Impulse is deleted once the event concludes.
“The mission of Gradient since its start has been a mission that I’ve always had in my life,” says Anthony Coppers, Gradient Experience’s founder and head of innovation. “No matter the moment I create, I want it to be memorable. When we create experiences for brands, we want people to feel immersed and connected to a moment so that it can create a memory because, in our opinion, brands are strings of memories.”
Martin Rogard (left) and Anthony Coppers (right)
To that extent, Impulse is the result of an organic evolution through which Gradient Experience expanded from a production company into an experiential marketing powerhouse. “‘Experiential’ became this term that actually brought a lot of validity to a feeling, which was that I wanted to be a solution,” says Coppers. “When you go from being an event planner to an experiential company, you become a solution that helps bring awareness by way of immersion, by creating loyalists and advocates through a connective moment.”
With offices in North America and Europe, Coppers and his team have worked with some of the world’s most prestigious brands to bring stories to life through elevated and immersive experiences.
Meryll Rogge
In March 2024, the designer hosted a four-year anniversary show and afterparty. Rogge “was vocal about the disappointing reality where most guests are on their phones throughout the show to capture content of the looks,” according to the company. Rogge tasked Impulse with capturing photos and helping guests enjoy the evening without worrying about recording moments on their devices. Impulse boasted 81.3% participation among attendees, 9,200 faces scanned across all photos (both candid and professional) and an average of 11 photos per attendee.
Over 1,500 messages were sent, including at the end of the show when guests were sent a message asking if they wanted to book a private appointment with Rogge. Among the many attendees, including influencers, photographers and publicists, were potential clients who had an opportunity to meet the designer and order a look in person.
After the event, Impulse’s data revealed that Rogge’s social following increased, specifically over four times higher net follower growth on Instagram compared to the previous year.
L’Oréal Paris
The brand’s Women of Worth gala in November 2023 partnered with Impulse to capture “touch points and its elegance while accommodating personalized guest requests through tailored content moderation,” the company details. Impulse’s all-encompassing content experience delivered 35% participation, scanning 1,109 faces during the gala and an average of seven pictures per guest. Impulse also curated a custom filter for photo moments enjoyed by individuals and groups.
NARS
At a leadership conference in April 2024, Impulse was brought in by the makeup brand to showcase new products and help staff educate attendees about the products. With the goal of creating a fun and engaging way to showcase and educate those at the Orlando, Florida, conference, Impulse used its technology to drive foot traffic to the NARS booth. At the event, over 4,000 faces were scanned with an average of three pictures per attendee. In addition, over 300 messages were sent that resulted in over 100 total Impulse signups. Offering more than just a photobooth moment at the conference, NARS was able to stand out by providing a unique experience for attendees and potential customers.
Veuve Clicquot
At the Veuve Clicquot Polo Classic in October 2024, Impulse was brought in to enhance guest engagement and capture the magic of the event. With over 3,500 stylish attendees, Impulse used its technology to connect guests with their personal event content instantly. The results were impressive, with 10,000 messages exchanged, 4,000 pictures sent to guests, 6,300 personalized gallery views and 2,800 photos downloaded. Impulse ensured every elegant moment became a lasting memory, deepening guest engagement with the Veuve Clicquot brand in real time.
Coppers understands how technology (along with innovation) is essential to Impulse’s future. In 2022, Coppers brought on Martin Rogard, a tech-savvy media executive with an impressive track record in product development who left his previous CEO position at a livestreaming company to help develop and launch Impulse. “I’ve always worked in technology, always worked in digital, but the ability to see the connections that are made in person was really interesting,” says Rogard.
As technology rapidly evolves, Rogard and Coppers focus on solving the need for better retention of photography at events. “We took photography as a first step, because we realized it’s something that we have in all our experiences,” Rogard recalls. “We always have the need to create more content. And a lot of the clients want to see the experience even if they are not there.”
By transforming data into actionable metrics, Impulse not only enhances real-time interaction but also provides companies with a clear ROI on experiential marketing. Impulse creates content out of an experience and converts a thread of communication into an evolving relationship between brand and consumer with opportunities for interactivity, incentivization and updates that can be in the form of messaging, itineraries, brand sales links and drive to retail. Essentially “mixing technology and content for the future of direct marketing,” Coppers says.
“[At the end of the day], if you have only 200 people attending an event but you’re able to share pictures, which are seen by 100,000 people and posted everywhere on social media, suddenly the ROI for the brand is very different,” says Rogard.
So, what’s next? Rogard and Coppers plan on continuing to expand and grow and have added seasoned entertainment and event technology executive Brandon Berman as Impulse’s co-founder. “We think Impulse is a company that can go way beyond our own capabilities and our own events, and we want other agencies to be able to use it,” Berman says.
