Digital Watermelon Meetup

Client events

Event Marketing

Offline

Yerevan

Tasks

1. To create an international community of freelancers and digital specialists.

2. To organize the first – ever branded event in Armenia

What we did

What if we gather cool and talented specialists in the heart of Yerevan to enjoy watermelon and discuss everyday challenges? That's exactly what we, the MandarinFox international team decided to do – taking things to the next level and stepping outside the box. Embracing an experimental format, we organized a unique event that quickly gained over 130 registrations and a dynamic networking session for marketing and HR professionals – all in just two weeks.

We brought together 80 active professionals from the marketing and HR sectors to discuss the latest industry trends and facilitate networking among guests. Upon entering the "A1" modern art space, participants were greeted with question cards titled "What Kind of Watermelon Are You?" featuring 12 possible options for a watermelon. In addition, a fun checklist of tasks awaited them to complete: follow the MandarinFox social media accounts, ask the most insightful and interesting question to the speaker, eat some watermelon, etc.
Katerina Leseicheva delivered a speech on"The Trend for Emotions: Analyzing Memorable Brand Events." In her speech, she explored key touchpoints using the Digital Watermelon Meetup as a case study. From the event announcement to the welcome zone, we demonstrated how these elements shape the experience and atmosphere for attendees. A highlight of the presentation was the emotional bingo, which received an amazing response from the participants. Katerina also analyzed four branded event cases: Skyeng's "Alice in Wonderland," a presentation for Simple Wine, Tabby Camp in Armenia, and our Creative on Volga.
Regina Mingadeeva, strategic marketing expert and product marketing manager at the "That's It, I'm Quitting!" HR service, presented on "Global Patterns and Megatrends of 2025." Her talk delved into the current and emerging trends in both the marketing and HR sectors, offering valuable insights into where the industries are headed.
After the speakers wrapped up their presentations, we hosted an extensive networking session. The unique highlight of this event was a video circle on Telegram, which participants recorded and sent to a new acquaintance. This creative approach not only facilitated the exchange of contacts, but also sparked up conversations, making it easier to continue the dialogue afterward.