Airbnb spoke about why it’s essential to be reactive when it comes to events, showcasing how the brand adopted the idea of hosting a sleepover at Waterstones in reaction to the news that a man had been trapped in the bookstore’s Piccadilly branch overnight.
Agency Amplify hosted a huddle highlighting research it has done on millennials, with findings showing that 42% of those surveyed would try a new brand through a discount and promotion, and that 36% wanted brands to talk to them about their lifestyle.
Agency George P Johnson spoke about how, when virtual reality becomes ubiquitous, it will become more about ensuring that the brand's story within the experience is right, while Cvent’s Tim Sutter highlighted a big shift towards personalised event experiences and how technology is driving this.
In the first of two Brand Slam sessions, Daniel Underwood, Vodafone’s brand manager, sponsorships and partnerships, spoke about how the brand had created a new platform, Future Breakers Live, to inject authenticity into its events and to make its target audience ‘feel special’.
Also speaking in the Brand Slam session, Jaala Pickering, event marketing manager for Fentiman’s the premium soft drinks and mixers brand, demonstrated how a small budget of ‘a few thousand pounds’ can pack a big punch. The small spend resulted in impressive PR coverage and significant online stats.
International charity ActionAid spoke about how it has been raising awareness of its work and spreading ‘brand love’ by using immersive experiences with virtual reality technology. The brand says this has helped build long-lasting relationships with its audience and marks a move away from charities using shock tactics to generate one-off donations.
For Langley’s Gin – a premium brand operating in a crowded market, event marketing has helped it to create memorable consumer experiences. Mark Dawkins, co-founder and co-owner of Charter Brands, which launched Langley's No. 8 Gin three years ago, spoke about the importance of appealing to conumers’ senses.
Event 360 is Event magazine and sister title C&IT's annual summit and was held at The 02's Building Six on 25 May.
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