Six Ways to Millennial-Proof Your Brand Experience with Event Technology

March 15, 2017

Katherine Zimoulis

As Vice President of Content Marketing for Freeman, Katherine Zimoulis helps tell the stories of the incredible work being accomplished at Freeman and shares the deep insights and thought leadership found within the organization. 

Most marketers know that digital and event technology is a must-have for events and brand experiences. But did you know that it’s mission-critical for organizations looking to engage Millennials and Gen Z?

In fact, 53% would rather give up their sense of smell than give up their technology. With the digital stakes so seemingly high when it comes to younger audiences, how can marketers incorporate the right mix into their events and brand experiences?

Here’s a short list of event technology best practices for marketers looking to engage Millennials – while ensuring they retain all five senses!

Authenticity, always

Younger audiences can sniff out a fake (see what we did there?) faster than you can say, “Let’s take a selfie!” So, your digital actions need to be just as authentic as your face-to-face interactions. If, for example, Snapchat isn’t a fit culturally for your organization, don’t force it – you may end up turning off Millennial influencers rather than engaging them. Always start with a sound strategy that works for your brand to ensure the best possible results. 

The Google guru

Word-of-mouth, particularly when online, is a big deal for today’s youth. Millennials will invest time researching your organization and event and reading reviews online before they invest in the resources to attend. Make sure they can easily find the info they seek when they Google your event. It’s particularly powerful when the information comes from a third-party influencer, such as someone who has attended in the past and shares his or her positive experiences. 

Insta, snap, face – oh my!

It should be no surprise that social media is a key digital integration to utilize for this audience. Consider YouTube and Instagram as the cornerstones for your social media strategy if you want to reach Millennials and Gen Z, as they’re driven by beautiful and thought-provoking content that they see online. Instagram offers a less-commercialized, visually driven network while YouTube attracts these groups with entertainment, education and more. 

Mobile app overload

These digitally native generations will flock to your event mobile app. Is it geared for this group? Make sure the app comes fully loaded with all the personalized bells and whistles this audience expects. They also crave reciprocal, one-stop application, so you get bonus points for making the components interactive. Take it beyond schedule customization and networking by incorporating cool tech like second screen and beacon-enabled notifications as well as gamification activities. 

Make the jaws drop

Want to really turn your tech up a notch? Millennials are motivated by brag-worthy moments they can capture and share, so give them a unique digital experience they can only find at your event. Consider selfie-worthy activations such as virtual reality, holograms, Pokémon Go-style augmented reality, and stunning projection mapping or LED walls.

Netflix-style education

Do you offer a virtual component to your program? This could be a great entry-level offering for younger generations not ready or able to invest in your full experience. Just make sure it delivers against what they expect for online media and on-the-go content: seamless streaming, customization and Netflix-style recommendations.

By embracing the digital age and experimenting with new technology, you can reap the reward of engaged audiences of all generations. As for Millennials and Gen Z, when they see, smell, hear, feel, and touch your efforts, they’ll be even quicker to embrace your brand and share the experience you provided.

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Overview: The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality. In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way. “We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.” Amenities: The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.  The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need. Gold Key Members The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events. OCCC Events: This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.  The Center’s top five events during their 2022-2023 fiscal year included:  AAU Jr. National Volleyball Championships 2023 200,000 Attendees $257 Million in Economic Impact MEGACON 2023 160,000 Attendees $205 Million in Economic Impact Open Championship Series 2023 69,500 Attendees $89 Million in Economic Impact Sunshine Classic 2023 42,000 Attendees $54 Million in Economic Impact Premiere Orlando 2023 42,000 Attendees $108 Million in Economic Impact