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Experiential stuff can be super cool for events. Look up the cloud that rains tequila as an example. The whole event should feel like a cohesive, immersive experience, levelled up from just being some kind of theme. I hope you have a healthy budget!
I believe it was.
Inspo: Lululemon Dupe Swap
What challenge or tension is the brand facing that an event could solve? How can you incentivize participation? How do you make it inherently shareable and something media/influencers will want to attend/talk about?
This might be the most sincere and productive fishbowl thread I’ve seen in ages.
What’s the star of the event? What makes that star of the event, special? Boring? Unique? What’s the significance of the event — first ever? The 50th anniversary? The launch of something? Point is, ask questions about what the event is and you’ll begin to come up with ideas about the said event.
One of my favourite B2B campaigns is an event. https://www.republik.co.nz/haus-versant
From a strat perspective (so take with a massive grain of salt) one of the most valuable things we can provide is what AD described - figuring out the star of the show. What’s are the moments everyone will take photos of and say “it’s crazy, I went to this event and _____ happened.”
Think about the most recent Tesla event and how everyone is talking about (and debating) the “robot bartender” moment.
We’re not event planners, so coming up with a story that can house at least one (ideally a few) of these moments is going to be our biggest contribution. Going back to the Tesla event, the story was more or less “Asimov’s robot future is here.”
But if you’re getting into the weeds of the event I’ve found the 5E framework useful (used it to help design this experience at a national cinema chain). https://blog.coniferresearch.com/conifers-5e-framework
DM me and I can give you some pointers. I’m a traditional advertising creative that has ended up doing his share of events for the in-house company that now employs me.
Chief
Context is key. What’s the company/brand? Everything you do should ladder back to that.
Example: Hello Kitty wouldn’t do an extreme skydiving event with skydivers unless it was 1000, plastic Hello Kitties being released with mini parachutes out of a plane ; )
GoPro or Red Bull on the other hand, would.
Blame the brief for not telling you what the expectation is and specific deliverables. Then when you are done complaining, make the event about the enduring power of the human spirit and create a series of booths where people can test their strength, their smarts, and their moral constitution.
If you get side eyed for this approach, blame the brief again.
The bigger question is what is the budget? That’s going to determine a lot. As a traditional creative whose agency was bought by a PR shop and suddenly everything I work on is some type of event, I feel for you. It can be tough to shift mental gears.
Pro
You can do conceptual events that you film and then edit that film as your showpiece for a wider audience, as obviously not everyone can physically attend.
But is your event something that you would tour? Or is it just a one off? Are you responsible for bringing an audience? Or is this just planning engagement at an existing gala or some such? Or just something in a public square, where you depend on random foot traffic?
Anything you do, you should film. And in advance, create a script and shot list so you make sure you capture what you need for it.
You’re thinking too traditional. It’s an affliction that sits in most creative departments at ad agencies.
This may be helpful for inspiration https://activationideas.com/
Create a concept. Ask yourself how you would want to interact with said concept if there were no limitations. What type of event does said concept fit into? What space would be ideal? Now bring back your client-provided limitations. Adjust and you’re done! So simple! (Not at all simple lol)