adidas was a leading partner of the FIFA Men’s World Cup, but when the tournament’s final matches approached, the brand opted to highlight female athletes with a trio of 121-foot by 95-foot murals carved in sand. It unveiled the portraits on the shores of Doha in Quatar, dubbed the “Beach Club Billboard,” to highlight its commitment to equity for female athletes and remind fans there’s “another half” to the sport. Event Marketer has the story.

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A plethora of brands once again engaged attendees at the SXSW conference and festival this year, which included 10 days of content, activities and events geared toward professionals in the tech, music and film industries. And Event Marketer staffers were on the ground from March 13-18 to take in the experiential activations firsthand. Check out this photo gallery of 18 brand engagements, from AppleTV’s retro Tetris experience to Peacock’s roaming nun activation to C4 Energy’s DIY creator lab for graffiti-style streetwear.

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To launch its new collection of teas designed to inspire mindfulness and self-care, Tetley activated a multisensory pop-up last month in a not-so-peaceful place: a crowded shopping mall. Event Marketer explores how the brand created a moment of Zen amid chaos, with three monochromatic rooms, sensory elements, art installations and self-care-inspired messaging.

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Vox Media’s inaugural Pivot MIA conference, which is based on its “Pivot” podcast that covers the intersection of technology all aspects of life, recently activated a future-of-tech-themed event with numerous innovative touchpoints, including life-sized 4K holograms, NFT “digital employees,” multisensory activations, and more. Sister pub Event Marketer has the story.

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Check out these Valentine’s Day marketing activations, according to coverage in Event Marketer, from Denny’s Las Vegas weddings to Godiva’s giant box installation to Tiffany & Co.’s Empire State Building experience.

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In the coming year, AT&T plans to engage consumers with experiences through embracing flexibility, reevaluating measurement tactics, adopting new event technologies and personalizing the customer journey, according to a piece in Event Marketer.

The post Four Ways AT&T Will Engage Covid-Era Consumers in 2022 appeared first on Chief Marketer.

While many companies chose to cancel their planned physical experiences at CES earlier this month, one brand stayed the course thanks to a hybrid event strategy that was already in place. We explore how Intel engaged its target audiences with a digital-first live experience across two footprints, virtual meetings, immersive 4K content and more. For details about the activation, read on in Event Marketer.

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Here is how how brands approached holiday-themed experiential activations this season, according to a roundup in Event Marketer—from Amazon’s first smart holiday window to KFC’s Firelog Cabin pop-up hotel to Walmart’s larger-than-life snow globe installations.

The post Roundup: How Brands Approached In-Person Experiences This Holiday Season appeared first on Chief Marketer.

A premiere event held at a hotel—in this case the Beverly Hilton in Los Angeles—typically taps the ballroom to stage the festivities. But to keep it safe and COVID-friendly, Freeform invited talent, producers, press and influencers to watch the series on a 70-foot, inflatable screen from their hotel room balconies.

Since the series is set in the ‘90s, the event featured nostalgic décor and themes from that era—from a dj in the hotel lobby playing hits from Nirvana, Garbage and the Cranberries to Capri Sun juice pouches and friendship bracelets pre-stocked inside rooms. For some guests, décor was personalized. And for all attendees, meal preferences were noted ahead of time and delivered through room service.

For more on Freeform’s premiere event, including the ways in which the brand adhered to COVID protocols, read on in Event Marketer.

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Virtual Guides

To create an experience for viewers that is more interactive, companies are using live guides to allow attendees to explore digital worlds. Faroe Islands tourism, for instance, gave users the opportunity to control on-screen guides and tour certain parts of the region.

Robotics

The touchless nature of high-tech vending machines may solve pain points for events on the ground. Take Chowbotics’ Sally the Robot, which offers a custom salad bar vending experience without the need for interaction between people.

Touchless Tech

Contactless solutions have become saving graces during the pandemic. In hybrid events of the future, ticketing, check-in and product and exhibitor interactions can be managed and enabled with QR codes.

Heat Maps

When it comes to targeting specific markets for events, predictive analysis play a greater role. For instance, Marketing Werks has developed a heat map using various data sources to help predict store locations and areas of lesser risk due to COVID-19.

Proximity Alerts

Beacon technology, which is already used for tracking engagement, will play a greater role in promoting social distancing. Think: wristbands with Bluetooth chips that alert people about proper social distancing or a risk of potential exposure to the virus.

For more tech solutions for hybrid events, including scheduling, merchandising and sanitization, read on in Event Marketer.

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