Club Social – The ‘Social’ In Social Media
BRAG and Miral Launch Club Social – A New Platform Celebrating The ‘Social’ In Social Media.
Experiential event agency BRAG and Miral, the developer behind Yas Island’s leisure attractions, are collaborating to create Club Social, a platform that celebrates the ‘social’ in social media through a new destination and meet-up concept.
The first edition of Club Social will focus on food, taking place April 27-28, 2018, and delivering a full weekend’s worth of dining, lounging, sunning, snapping, and posting on Yas Island. In a waterfront, interactive and picture-perfect space, Club Social encourages the UAE’s residents and visitors to discover new food offerings while they click, chat, and post.
The two-day event aims to bring together food lovers and foodie content creators through more than 15 kinds of food experiences, live cooking stations & workshops, beach retail and sports, performances, an outdoor beach cinema, and a moveable feast of post-worthy backdrops.
“Through delivering some of the region’s most memorable community events, BRAG understands that half of the success of any destination or occasion is its presence on social media. Club Social enables us to create a new platform on Yas Island that is relevant for today’s social age – bringing the online community together in a fun, engaging real-time space for a weekend, celebrating quality content creators while poking light-hearted fun at some of the clichés found on social platforms,” said Ramzi Nazhad, co-founder of BRAG.
Club Social is the tangible connecting and mingling solution for the offline disconnect that millennial consumers, who spend on average at least two hours per day on social media, experience as a by-product of their online habits, as well as a reflection of the UAE’s growing social media community. In selecting food as the first of Club Social’s themes, research shows that food-related posts make up a quarter of all social media activity, with 69% of millennials sharing photos or videos of food via their social channels, demonstrating the demand for new food experiences that lend themselves to sharing online1.
BRAG has previously managed a number of the UAE’s most sought-after and high-profile events since 2010, including Rise Dubai Creek Harbour by Emaar, Fashion-Forward, the Dubai Food Festival’s Beach Canteen, and Sole DXB. Social media coverage has been a key factor in driving awareness of and attendance for these activations, which contributed to the thought process behind the creation of Club Social, BRAG’s first foray into Abu Dhabi.
“As Abu Dhabi’s playground from both adults and families, Yas Island is the ideal home for the new Club Social concept, and we’re looking forward to welcoming our frequent visitors and nearby residents as well as new guests to discover the latest food offerings at the first Club Social edition,” said Gerardo Llanes, Executive Director, Destination Management, Miral.
Club Social’s first tasty edition
April 27 & 28, 10:00 AM – 10:00 PM; Free Entry