We’ve all experienced the nightmare that is airport security. The hustle and bustle, holiday crowds and general stress seem to have taken the magic out of flying so the journey becomes more like an endurance test, a necessity needed to transport you to that golden beach and two week holiday. But this campaign from BA is designed to bring back the love.
I think this is one of the best campaigns leveraging digital technology I have ever seen. The use of real time data to create a campaign that engages on an emotional level showcases the art of the possible and raises a big question as to how organisers could harness technology to enrich events.
The video link below provides details of how they achieved the final results and whilst complex in terms of delivery the end result is beautifully simple and just, well, charming.
Earth Hour is a relatively well known event across many countries in the world but in China, awareness was very low.
In order to grow awareness the WWF decided to embark upon a slightly different campaign, using innovative technology to disrupt the online Chinese audience to cut through advertising clutter and promote awareness of the WWF Earth Hour and the importance of conservation.
The technology they employed was to develop a code which would black out the landing pages of major websites in China with only some light around the cursor and the message “only light up what you need”.
By the end of the campaign over 50 million screens were blacked out.
With the NEC, Birmingham having just hosted a glamorous celebration for Bentley and Lamborghini it seemed fitting to celebrate and share an advertising campaign connected to one of these luxury brands.
Controversy and Bentley don’t seem like natural bed fellows but the brand campaign from South America to encourage organ donation did just that.
Controversial campaigns can create amazing cut through but only if the reveal at the end is sufficiently motivating to counter balance the fact that you have tricked your audience.
This campaign from Brazil is a great example of how to get that balance right. The challenge was to improve awareness and uptake of organ donation and rather than adopt a more typical advertising push using emotional images of individuals on organ donor lists this campaign secured support of a rather eccentric and well know local celebrity Count Chiquinho Scarpa.
The Count made an announcement on Facebook that he was going to bury his U$500,000 Bentley, an act inspired by the pharaohs who buried their treasures. The stunt caused uproar on social media with people reacting to what appeared to be an extremely wasteful act.
Not one of my favourite brands but they do create some great advertising.
The US junk food giant McDonalds faced an interested challenge – how to make proud Ozzies love an American brand on Australia Day, a weekend when they couldn’t care less?
Leveraging some basic insight into how consumers referenced and signposted the brand they adopted their local nickname of Macca’s into a fully integrated marketing campaign. Given the scale of the brand and the fact that love or hate them you have to admire their commitment to brand consistency in execution and image it was a brave move. They transformed McDonalds collateral from store signage to social media.
And the results - well over 11 billion PR impressions but more importantly a 6.7% increase in sales – that’s 300,000 extra burgers.
As social media moves from the “new” to “here to stay” media choice we are experiencing a World Cup like no other. With fans instantly commenting on the game, connecting via virtual channels and getting involved in cross country banter this year the explosion of football has invaded our homes via TV, radio, press and now social.
Even those who actively dislike football and manage to navigate through a disrupted TV schedule to find their favourite soaps have heard about the abuse levelled at Phil Neville for his less than perky commentary of the first England game and via newsfeeds and twitter updates will be aware of what fixtures are taking place and the final results.
The importance of social was underlined by Twitter who stated that there were more posts about the World Cup before the first game started than throughout the entire 2010 tournament. With so many brands launching global campaigns we thought we’d call out a couple….
- Adidas kicked their social media push off in September 2012 encouraging fans in Brazil to take part in a public vote to name the ball.
- Budweiser has a campaign centered around a World Cup-inspired online reality TV series. The "Bud United" series which plays out on YouTube follows 32 football fans (one from each competing nation) who are living together in a house and watching each match. (http://www.youtube.com/budunited)
- Finally our very own BBC have launched #myworldcupseat (http://www.bbc.co.uk/sport/0/football/27849231). Asking viewers to let them know where they've been watching the football by tweeting and posting photographs. The campaign has attracted uploads from celebrities and fans alike with a great selfie from Jack Whitehall and a vantage point viewing from Rio Ferdinand and the Musketeers star Tom Burke.
What we love about the use of this channel is its immediacy, the ease at which people can reply and respond and how it manages to capture the excitement and enthusiasm of people across the UK, turning an event happening on the other side of the world into a “sharable” experience.
The new ad from Volkswagen leverages a live experience to create real standout and communicates a clear and memorable message.
The ad played in a Hong Kong cinema and the audience reaction was recorded, the subsequent film has become a viral success.
The film shows a car journey from the perspective of the driver and using location based broadcast technology the agency pushed a text message to everyone in the cinema at the same time, replicating the distraction of mobile use whilst driving.
The campaign is an interesting approach to advertising, combining planned, pre-produced film with a live experience and I’m sure you’ll agree the result is a great ad.
Rather than flagging a spoiler alert I’ll let you view the ad for yourself.
“Advertising adds value to a product by changing our perception, rather than the product itself,” says Rory Sutherland in this TED Talk. Making the daring assertion that a change in perceived value can be just as satisfying as what we consider “real” value — and his conclusion has interesting consequences for how we look at life.
When we’re bombarded with new technologies and innovations it is sometimes nice just to see an engaging , with a great creative idea, executed well – simple but effective!
This one from Samsung is just that, they wanted to demonstrate how easy their new NX camera was to use so taking inspiration from one of the UK’s most iconic photographers, David Bailey, they could launched a campaign to show that amateur photographers could take pictures that were as good as the professionals.
Samsung recruited 143 David Bailey namesakes from across the UK to take part in a campaign, providing them with the new camera and asking them to take and share photographs.
The final campaign delivered 11 million impressions on Facebook but more importantly it also resulted in a hike in market share to 55% selling out of the cameras in just 11 weeks.
Streaming services and live events provide brands with an attractive opportunity for engaging fans. Those are two of the big takeouts from the Music 360 report from Nielsen. Combined with the rise of the forever fan, those who want to participate in, interact with and in some cases become a part of brands content, live event marketing has become a good opportunity to tap into consumers' passions - to touch it, to feel it in an authentic way.
About three in four (74%) music streamers feel more favorable to brands that engage them through sweepstakes, music giveaways and sponsorships, compared to 58% of non-streamers, according to the report. In addition, music streamers feel more favorable than non-streamers about brands that integrate music into their marketing.
Nielsen also found evidence that live events are a good place for sponsorship investment. Fifty-one percent of U.S. consumers and 76% of festival attendees feel more favorable to brands that sponsor a tour or concert. Eight Feet Tall think the survey's findings are good news for digital music services, promoters and venues seeking to capture a larger share of brands' spending.
The media and entertainment industry have always been focused on the growth of a sizeable and loyal following to increase their fan base. With new technologies, the industry has exploited formats which allow their fans to participate in, interact with and in some cases become a part of their content. The rise of reality TV from talent shows to fly-on-the wall style series are often pitted against scripted shows and win, continuing to demonstrate that the lines between the fan and the so called star are blurring.
However this isn’t just a trend to be exploited purely by the media and entertainment industry, it can be employed by a range of sectors and venues for live events, exhibitions and conferences to build engagement and loyalty from those that take part. According to www.trendwatching.com, today the picture has evolved further, as brands find ever more inventive ways to serve their fans desire for inclusion. That means brands are now finding new ways to include their audience and make them feel even more at the centre of the action: from crowdsourcing content to letting them organise and be part of marketing activity.
So what does that mean for you as a promoter, venue, exhibitor or association: it gives you a real opportunity to co-create with your audience helping you to develop products and services that they really want, making you more relevant and engaging and creating experiences that will ensure loyalty.
A great example of bravery, creative thinking and innovative execution.
The campaigners to save this library from closure chose to address their opposition head on. Rather than taking the obvious option of promoting the value of literature and reading by launching a defensive campaign against closure they chose to take an aggressive and proactive stance. They actively promoted the closure from an extremist perspective, encouraging book burning which enraged voters and created a storm of support via social media.
So you have built it; surely they will come…won’t they? Unfortunately this isn't always the case especially with our ever cluttered world and increasing array of options and choices.
A key factor is knowing how to publicise your event to get maximum coverage and maximum reach.
Here are our tips to publicising your event:
1. Get exclusive: competition is fierce, so producing exclusive pictures and exclusive content attracts quality coverage by giving them the WoW moment.
2. Stay focused: often the school of thought is the more press, the more coverage. However speaking to the key influencers will get you quality coverage and reach, and that must-have buzz.
3. Make it easy: giving reporters the tools they need and in advance, combined with an easily attended and convenient event, may make it top priority.
4. Up the interest: going ‘beyond the walls’ with décor, props, activities and interactions make it more interesting for the photographers and therefore giving more coverage...afterall a picture says a thousand words!
5. Be long-term: a quick fix for an event may seem attractive, but by building long-term meaningful and mutual relationships and providing consistent content, your (good) reputation may proceed you.
Wouldn’t make it into my top 10 ad campaigns (I'd take a chocolate digestive over an Oreo any day!) but the campaign developed to celebrate the 100th birthday of Oreo Cookies is a great example of how a heritage brand can embrace modern day marketing channels to engage with today’s consumers.
For a brand with the history and market leading position of Oreos the campaign showed real bravery, repositioning itself as relevant and contemporary to a younger audience.
What really impressed me was the planning and execution – brands often bolt social onto existing media, pushing out the same message and execution that appears in more traditional channels like print, failing to maximise the immediacy and interactivity of social.
The bespoke approach Oreos adopted with an agency focused on creating almost real time ads for the 100 day campaign allowed them to generate news worthy content which maximised the coverage and generated 433 million views across the world and importantly drove sales!
The benefits of virtual events have longed been promoted and embraced, with improved conversion, additional revenue streams and better content, however including a virtual component can be of great opportunity for the exhibitor & sponsor and can often help an event creator seal the deal.
Here are our top tips to success:
1). Two become one: both the hybrid and in-person event should be planned as one, giving the same considerations to the both audiences.
2). Easy does it: get the right platform, technical crew and streaming provider upfront that are tried and tested for a smooth approach.
3). Virtual emceeing: this takes various guises, as the person at the event representing the virtual audience and a schedule that clearly showcases the options available.
4). Get personal: the messaging between sponsors and organiser should be a single consistent stream, clearly promoting the virtual component and taking advantage of the ability to personalise messaging across touch points.
5). Say it, then say it again (and again): making it easy to attend the event, with on-going reminders, easy access to login information and technical support.
6). Spread the word: it’s a no brainer, but make sure the sharing options are easy to use as many will join the event part way through, and are continued with online chat rooms and one-to-ones.
As we head towards the Easter Bank Holidays the appearance of an array of chocolate eggs (prizes for our egg decorating competition in the office) has prompted me to post some examples of great seasonal campaigns. Photos will be posted of the winners!
We have all seen the clever campaigns that capitalise on real time information to deliver tailored messages – Ads for betting companies placed in the half-time break, showcasing the score or outdoor ads for beer that shout about the glorious hot weather to encourage you to quench your thirst many of which are innovative and engaging because they recognise and reflect the situation you are experiencing but let’s not forget that seasonal content can also engage.
This Easter we have an array of campaigns in the media generally designed to fatten us up by selling us vast amount of chocolate in the form of eggs so here’s a few that captured our attention…..
The first comes from Tesco....
Tapping into the memories of Easter Egg hunts Tesco have taken this concept and combined it with some clever digital marketing to create a larger than life hunt. #FindtheEggs, uses Google Street View and offers prizes from chocolate to tablet computers to win.
The second is a creation of Channel 4 and Windfall Films
The partnership are offering an opportunity for us to see what happens inside the shells of eggs – covering a range of different animals from penguins to the praying mantis.
The website is now live (http://eggs.channel4.com) and will over time build, creating content for two 60-minute live shows this Easter weekend.
And finally one from Asda...
Has launched their Easter campaign – "something to tweet about". The campaign builds upon their “beat not match” positioning and features a dancing Easter chick.
The TV ad focuses on four different-coloured birdhouses representing the different supermarkets, with the last representing Asda. The Asda birdhouse dances to the sound of “Funky Town” (an 80s disco classic) and as the dancing Chick pops out we are led to believe that Asda is "clearly funkier than the other stores".
The ad is supported by a social media campaign, inviting fans to create a personalised chick, choreographing the chick’s moves and selecting an accompanying dance track - http://chicks.asda.com/. Users are then encouraged to share their personalised video with an #AsdaChick hashtag.
The term, content is king has never been so important with the explosion of the most shareable video, the most revealing infographic and the most insightful leadership piece. You would have thought that those of us who deal in LIVE experiences would be the Queens of content, but in all the clutter how do we rule in a digital space.
Here are our tips to creating (and sharing) good content digitally:
1. Original reigns: being unique, creative and interactive and therefore valuable, are sure fire winners to getting your content read and shared. And if you can offer something your competitors can’t then even better.
2. Bring out the beauty: you may see them everywhere now, but infographics really are more effective way of conveying information with a 12% increase in traffic on use.
3. Be provocative: content that creates and provokes an emotional response - good or bad – usually means the next step is to take action and hopefully respond or share.
4. Make it snackable: with the average attention span lasting 8 seconds, sharing content that is quickly digestible (sorry terrible pun) is essential. Try using mediums like video scribes and Vine.
5. SEO what?: content will die if it is not found by the right audience, so great content deserves great optimisation. SEO and also its steroid cousin, PPC should be part and parcel of your content strategy.
A great example of how to leverage social media and connect with a difficult to reach target audience.
The Museum of the Great War in France wanted to reach out and attract younger generations so turned their attention to a media channel they knew their audience engaged with – Facebook.
Rather than buying ads and delivering a straight promotion of the exhibition they developed a bespoke campaign, perfectly suited to the channel.
They created a narrative, based upon real life characters - a true story from the war during 1914/15 played out via social media, illustrated by exhibits from the museum.
The story had all of the attributes you would expect from real life – real people, photographs, personality, emotional connections, live status updates, network of friends and the final result is a truly innovative and touching campaign. More than an ad campaign it was a way to bring awareness and engage with younger generations.
The campaign was unsurprisingly a great success creating over 50,000 followers, 3 million Euros of earned media and most importantly a 45% increase in visits.
We all except social is an everyday part of our lives, but through optimisation and embedding it at every stage of the event process, event professionals can reap huge rewards and assist with event success.
Here are our top tips:
1). Socialise your event registration process: use a system such as http://eventbrite.com or customise your own system, then add a video greeting. Embed you social icons then include a mobile lead capture page (and/or OR codes) to all touchpoints.
3). Incentivise: get people to #tag to win added value (sponsors gift pack) or blog the event to get a % discount. Offer sponsors advantages or additional space to those who blog or share.
4). Tell a story with multi-media: offer free webinar content from key individuals before the event, interview speakers with video and share, blog text based interviews and perhaps create a Google+ hangout.
5). Collect content: set up a Twitter wall like http://hootsuitescom/hootfeed, make sure the #tag is promoted and set up key people to interact with the feed and live stream the event. Interviewing attendees, speakers and exhibitors is key to include in repurposed content of the event, as well as an at 'live' photographer on the day.
6). Follow up and share: having a 'tweet up' towards the end of the event allows all attendees to virtually connect and cement relationships, coupled with attendees profiles, testimonials, and surveyed reviews to encourage further share and start to build up to the next one.
With constant demands from businesses in the live industry for innovation and the latest thing, how do you keep the creativity juices flowing providing a stream of new or different ideas. A pair of dungarees, a constant supply of energy drinks and a few bean bags isn’t always (or was it ever?) the solution.
Here are our tips to thinking creatively for great live marketing ideas:
Choose you team: surround yourself with people who bring a fresh perspective to ideas, who have an innovative approach and are willing to put themselves and their thoughts out-there.
Start storming: involving non creative teams from around the business can add a new dimension to the way you approach ideas and think. Often the bean counter has a mini creative just dying to get out.
Feed the passion: it’s easy to get stuck inwardly focusing, so getting some external inspiration from research, customers, visits and talking to other experts can really help to ignite that spark
Get physical: creativity isn’t just about your mind it is about engaging your body too. Do some physical exercise to keep the energy up and keep you alert.
Make a change: the saying ‘a change is as good as a rest’ couldn’t be more true. Different scenery, surroundings or task can re-invigorate and give you the stimulus you need.
Eight Feet Tall has been part of the team to help launch the conference and event business for the new multi-million Stratford-upon-Avon venue Riverside.
Eight Feet Tall, the NEC Group’s marketing, media sales and sponsorship consultancy to the live event industry developed the branding and communciations for the unique venue, which boast a stunning location on the banks of the River Avon.
Riverside benefits from a restaurant, bar, and conference and event facilities, and includes private balconies and break-out space. The 1,200 sqm clubhouse is believed to be Europe’s largest wooden structure built predominantly from Russian spruce, dedar wood and zinc, and is a low carbon emission building.
Eight Feet Tall has brought their knowledge from working with a range of live event brands including Disney, The Kennel Club, Raymond Gubbay and River Street Events BBC Good Food and Gardeners World Llive shows, as well as the NEC Groups own LG Arena, NIA and NEC.
Amadeus, the NEC Group's catering arm, has won the contract worth 5 million to manage the catering and events business.
So what is really getting the live industry marketeers going in 2014. Here are the top 10 trending as brought to you by www.eventmanagerblog.com.
10. Faster Check-in
The young, dynamic and connected attendee likes to get into events fast.
Any piece of technology that speeds up on site registration will be hot in 2014. As attendees are starting to make the show floor busy again after a few years of global economic crisis, event professionals need to use all tech available to speed up the check-in process.
9. Seat Them Socially
While the concept of seating guests based on their social connection is not anything new, 2014 will be the year where more event professionals will use such services for their event.
Leaving seating to chance is so 1999. There is a new breed of apps that make seating a social experience. Thanks to the wonders of social graph we can now seat next to our friends and colleagues.
This also means seating serendipity based on our networking requirements.
As airlines and ticket resellers are adopting social seat selection, event professionals and startups are quickly adapting. Awkward seating moments will be a thing of the past.
8. Live Slidesharing
This trend refers to sharing the slides on attendees smartphone or tablet live. Once again this is not a particularly new technology and ARS has been around forever, but 2014 will be the year of your mobile as a second screen for slides.
This particular technology has seen a surge in offer with dozens of startups offering live slidesharing solutions.
While at conferences, attendees look at their tablets or smartphones. Pushing slides to their device helps to keep the focus on content and enhance the education experience. Quite impressive.
7. Collaborative Event Planning
There is a thought, specially in the Meetings industry, that events are just conferences and trade shows. I believe that one of the strongest drivers of this industry is the long tail of passionate amateur planners who run their own weddings, concerts or parties.
This passion fuels local economies of suppliers and venues. That is why any technology that shares event planning among a group of people will be a hit on 2014.
Tools that help a group of friends to plan an event will be pushed by the backing of social networks adoption. Users in fact will want more structured solutions to plan events than the current basic offering.
6. Plan by App
Event management dashboards used to be very complex spreadsheets that cost incredible amounts. Last year we highlighted how the technology was becoming more accessible.
As we move into a more mobile environment, startups are recognising the opportunity to offer complete event management tools that can be operated via apps.
The convenience of having your event vitals with you at all times in one platform is immense.
5. Collective Media
Hiring a photographer may still be the case for most events but leveraging the media created by your attendees is another story.
Last year we stressed the importance of curating content, but as we move toward a more visual internet, the importance of collecting pictures and videos created by attendees becomes paramount.
Making good use of visuals will define next year.
4. Do Something Good
I believe we all agree that sometimes technology can be stupid. Utterly useless. Or some other times it just does not solve anyone’s problem.
There is a new breed of services that is providing event professionals with a solution to their challenges while stimulating adoption via means of charity.
This trend is particularly relevant for all those working with no profits, where doing something good is inherent to the event concept.
3. One Page Websites
One page websites are not just a trend, they are thought to convey a better storytelling and to decrease bounce rates whilst impacting on conversations.
If you combine all of that with a cheaper alternative to costly custom developed solutions, you got yourself a successful trend for 2014.
2. Solve The Hotel Nightmare
Research shows only 27% of registration providers offered live accommodation options upon ticket purchase.
However, we also discovered that hotel options are amongst the top 10 most requested features by event planners. Hence why those startups who offer such service will be extremely popular in 2014.
Once again some of these guys have been around since 2008, but we are now getting to a DIY, global market offering that will surely encounter the attention of several event professionals.
1. Incredibly Real Time Analytics
Events happen quickly and pressure is usually incredible. Safety, happiness, business success are pressing thoughts that every smart professional has.
Those startups that offer live analytics such as heat maps, preferences and check-in based analytics will make an impact in 2014.
Live data will dictate the ‘what happens next’ rather than pre-agreed concepts.
Our colleagues at the NEC spotted this little gem from our friends at FaceTime who have hired some number crunchers to analyse the profiles of more than 250,000 attendees of business to business exhibitions and trade shows.
FaceTime have demonstrated that B2B exhibitions are a key opportunity to building your business. It is an environment stacked with high worth professionals prepared to invest revenue and to make it simple they have even created an infographic to summarise their key findings.
Our clever Research team have been creating presentations packed full of interesting information and insight for quite some time but recently they decided to jump onto the Info-graphic trend and transform that information into some engaging graphical representation to see if it improves the impact and use across our own business and with our key customers.
The general feedback has been very positive - more people are happy to present headline findings and data and insight have become a hot topic. So it was great to see an article from SlideShare that backed up what we think about info-graphics becoming the future of data sharing.
SlideShare analyzed more than 1,000 info-graphics uploaded to their site and concluded that….
Infographics are liked 5 x more than presentations, and 21 x more than documents on SlideShare
Infographics are shared 2x more than presentations, and 3x more than documents on other social networks, such as LinkedIn, Twitter and Facebook.
Eight Feet Tall will be delivering the data and CRM contract for events company River Street Events, in a three year contract announced today.
As a new and growing company, River Street Events were looking for a partner who could help them pull together their data from across multiple channels to integrate into one database, allowing them to further improve their targeting to the ‘life cycle’ of visitors for their current main shows; BBC Good Food Show Summer (NEC, Birmingham, 12 – 15 June 2014), BBC Good Food Show Scotland (SECC, Glasgow, 17 – 19 October 2014), BBC Good Food Show London (Olympia, 14 – 16 November 2014) and BBC Gardeners’ World Live (NEC, Birmingham, 11 – 15 June 2014),
River Street Events were impressed by Eight Feet Tall’s expertise within live events, as part of the NEC Group, and the in-house full-service offering. The relationship between River Street Events and Eight Feet Tall complemented each other; ticketing for both BBC Good Food and Gardeners’ World Live shows is undertaken by the NEC Group’s The Ticket Factory, with the NEC Group understanding the proposition of life-cycle CRM from the six million+ live experiences held at their venues each year.
Marilyn Jarman, Marketing & PR Director, River Street Events, commented:
“We are delighted to appoint Eight Feet Tall to manage our CRM programme. The expertise and talent of the team combined with their in-depth knowledge of events made them the ideal supplier to work with. We are looking forward to working with the whole team.”
Catherine Lucas, Head of Consultancy, Eight Feet Tall, added
“The Eight Feet Tall team are delighted to be working with River Street Events on this contract. The BBC Good Food and Gardeners’ World shows are extremely popular events at the NEC venue, and are shows that we understand well and work with currently – we aim to ‘add value’ to River Street Events’ data and CRM needs and to work alongside them to help increase further visitors to the shows.
“Our team manages a database of over 1.5 million key, active contacts, so we are well placed to provide the management, development and support services of data and CRM to River Street Events.”