How Nine Brands Engaged Consumer Audiences During Social Distancing
When the pandemic shut events down, brands and properties scrambled to find creative ways to keep consumer audiences engaged without a live setting. And while there was a period of trial and error, most emerged with fresh tactics that fueled clever campaigns—all experienced from the safety of consumers’ homes. Among the early innovators was payment...
Leading Event Marketers Predict How the Industry—and Event Formats—Will Evolve
If there is anyone equipped to reimagine how people will gather in the wake of a pandemic, it’s an event marketer. Across the industry, the wheels are already turning. The return of conferences and experiential activations, in whatever form they take, will require new strategies, evolved KPIs, precision operations and logistics, and fierce collaboration with...
f’real Targets Gen Z with a Digital Event, Influencer Partnerships and a TikTok Challenge
On the heels of a brand relaunch, “blend-it-yourself” beverage brand f’real on June 24 debuted its first integrated marketing campaign to capture the attention of its Gen Z target. The Choose Your Own Alternate F’reality (#FrealAF) program included a virtual reality experience, a live digital event, a TikTok challenge and influencer partnerships, all designed to...
Navigating Food and Beverage in the COVID Era
The new normal for food and beverage can still be inspired, creative and even a highlight of the event experience…