Technology
Inside Facebook’s Accessible and Purposefully Thematic Internal Virtual Event
Among the next big challenges for event marketers is fighting the urge to lean on retrospective pandemic content and messaging and to instead embrace fresh marketing themes and branding. For Facebook’s annual internal event, the GMS Summit, this year themed “Reconnect,” the goal was to inspire audiences with a higher energy, festival-like virtual platform that...
SXSW Attendees Explore HBO Max’s Catalogue with Facial Recognition Technology
HBO consistently creates epic fan experiences on the ground during SXSW, from a 90,000-square-foot replica of “Westworld” to a cause marketing campaign with the Red Cross that urged attendees to literally “Bleed for the Throne.” For its 2021 experience, the network leaned on the fact attendees have consumed a record amount of content at home...
Twitch CMO Doug Scott Dishes on Experiential in Gaming for Virtual and Beyond
Twitch’s daily users nearly doubled in 2020, from 17 million to 30 million, thanks to pandemic lockdowns and the digital nature of online gaming. Experiential marketers, in turn, have jumped at the opportunity. Lexus asked the Twitch community to design a tricked-out version of its new IS model. Honda launched its new Civic exclusively on...
Desktops Be Gone: How SXSW Online is Adopting a Roving Approach
The typical virtual attendee of 2020 was confined to a home office. But in 2021, remote comes in a variety of flavors. It’s an insight the SXSW Online team embraced in its monumental task of transforming a 10-day, multi-venue, three-part, in-person festival into an enriching, comfortable and accommodating virtual experience for wherever the attendee may...