Events are Content Generators

September 7, 2014

Dana Freker Doody

Dana Freker Doody is a 20-year devotee to trade shows, events and communities. She recently became Vice President of Marketing and Communications at JUNO, the service leader among virtual and hybrid event platforms, where unlimited exhibitor engagement suites are included at no charge and 365-day engagement is a reality.
 

It's a new event era, where content creates opportunities for marketers and meeting planners to craft experiences that endear customers and members while having their brand message blasted across social media.

An event may garner 5,000 people, but you could reach 5,000,000 when event content is generated and shared!

Clearly, the Event Marketing Summit event is driving shares online – because this blog post is based on a session I attended there presented by Josh Nafman, Senior Digital Brand Manager at Pepsi, and his agency partner Matt Statman, CEO and Creative Director of Motive.

They shared a few tips for Events as Content Generators, based on a case study of a special event created to promote Pepsi's sponsorship of the Super Bowl Halftime Special.

The content generated from their event is here, where by clicking you will edge them closer to 1 million views, which doesn't begin to count the mentions and shares on Facebook and Twitter.   https://www.youtube.com/watch?v=oM4xO5azcvE

"It's so wide open what we can do in content," Statman says. "Convergence of these two worlds is the next wave of experiential."

Creative Director Statman drove a different look and feel for the content generated from the very beginning. My notes from the session, split to address tips for Creative and Logistical, may provide some insight to you:

Creative Filters

1. Create the story arc.

Characters, ups and downs, ability to identify with it. Storyboard your event ahead of time. Pepsi delivery drivers became some of main characters.

2. Identify characters and bring them to life.

Have to be relatable.

Every great story has characters. You have to find them.

3. Be organic and authentic.

Challenging because events must be structured, on timeline, etc. But need flexibility to create content so work on how to build flexibility into events. Client has to be/get more comfortable with that.

4. Make the brand a facilitator of the story.

Not just a sponsor!

Logistical Filters

1. Align content and event production visions.

A LOT of challenges to work out between those types of people who must work together. Event producers now being challenged to be content generators. Competing with cat videos, with entire Internet so whatever you do must be awesome content people want to share.

2. Scout beyond the event.

Look at every location, envision scenarios and points to catch up with characters.

3. Authentically integrate the brand/product, again as a facilitator.

Always remember it has to look good on camera.

4. Remember the legalities.

Blurring logos, getting talent releases.

So does your event drive shares online? How? Or why not?

Dana's article originally appeared HERE

Add new comment

Partner Voices
MGM Resorts is committed to fostering an inclusive and diverse culture, not just among employees and guests but also within its supply chain. The company prioritizes procuring goods and services from businesses owned by minorities, women, veterans, people with disabilities, LGBTQ individuals and those facing economic disadvantages. This commitment is integral to MGM Resorts' global procurement strategy.    Through its voluntary supplier diversity program, MGM Resorts actively identifies and connects certified diverse-owned suppliers to opportunities within its supply chain. The company is on track to spend at least 15% of its biddable procurement with diverse-owned businesses by 2025, demonstrating that supplier diversity is not only a social responsibility but also a strategic business imperative.    Supplier diversity isn’t just the right thing to do – it’s good for business. A diverse supply chain allows access to a broader range of perspectives and experience, helping to drive innovation, entrepreneurship and resilience, while strengthening communities. At MGM Resorts, engaging diverse suppliers ensures best-in-class experiences for guests and clients. Supplier diversity ensures a more resilient supply chain while supporting economic development in the communities in which it operates.   The impact of MGM Resorts' supplier diversity initiatives is significant. In 2023, these efforts supported over 3,500 jobs across more than 30 states, contributed over $214 million in income for diverse-owned businesses and generated more than $62 million in tax revenue. The story extends beyond the numbers – it reflects the tangible benefits brought to small and diverse-owned businesses, fostering economic empowerment in their communities.    MGM Resorts also supports the development and business skills of diverse-owned businesses through investment, mentorship and education. Through the MGM Resorts Supplier Diversity Mentorship Program, the company identifies, mentors and develops diverse-owned businesses to fill its future pipeline, while providing businesses with tools and resources to empower and uplift. Since 2017, the program has successfully graduated 105 diverse-owned businesses and is on track to achieve its goal of 150 graduates by 2025.     MGM Resorts’ commitment to supplier diversity not only enhances its business operations but also plays a crucial role in uplifting communities and fostering economic development. This approach reinforces the idea that diversity is a powerful driver of innovation and resilience, benefiting both the company and the wider community.