The 2022 Great New York State Fair
Official Website + Content Development
For a second year now, The Great New York State Fair, one of the largest state fairs in the United States, came to none other than 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.
The results spoke for themselves – the fair saw a 46% increase in attendance from the previous year, despite the fact the fair was a shorter 13-day run when compared to 2021’s 18-day event. The fair also broke its highest concert attendance record to date – with hip hop star Nelly pulling in a whopping 43,000 fans.
Post the COVID-19 pandemic, large festivals, fairs and events have struggled to pull in crowds, and the Great New York State Fair needed the 2022 marketing campaign to re-engage the general public by sparking excitement and nostalgia. To deliver on these goals, Studio City PXL used the content captured in 2021 and centered our creative campaign on the personal experience of going to the NYSF, emphasizing the sights, sounds, tastes, and emotions of being at the Fair. Our content development initiative continued to help create a more cohesive and effective marketing campaign for years to come. A great time, every time!
- State of New York Department of Argriculture
- Content Development and Creation
- Website Development and Design
- Social Content Management
- Creative Writing
- Video Editing
Capturing the experience
To support our ongoing social campaign and content calendar delivery, Studio City PXL flew in a team of the world’s best event photographers and videographers to capture all the unique and magical moments the Great New York State Fair has to offer.
Creating compelling content
Our uncompromising focus on quality and compelling content resulted in a 800% increase in engagements on social from previous years.
Studio City PXL 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. From there the video could be posted, texted, and shared across social media to remind people of the grade A fun that can only be had at the Great New York State Fair.
We also designed a geofilter Snapchat lens, which created a perfect way to build brand awareness around the event and allowed Snapchat users, a primarily young and exclusive demographic, to engage with the New York State Fair brand.
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, lineup announcements and more.