Video has always been a powerful tool for telling stories. By engaging our senses and affecting our emotions it’s the best medium to focus your event campaign around. So, without further ado here is our list of great event video campaigns:
#1. Brilliant event video marketing campaign and a disastrous event – Fyre Festival
It was an example of brilliant event promotion. Primary focus – videos. The Fyre Festival managed to sell out its tickets within 48 hours of releasing them. Although fraudulent, it was the single greatest success in the history of festivals in terms of marketing success. Tickets cost was up to £75,000 and for such a price people were promised luxury accommodation and “the best in food, art, music, and adventure” in the Bahamas. It managed to generate a profit of $10 million from ticket vendors. So, how did they do it?
Well, for starters they knew their audience and targeted them really cleverly. They focused on millennials, who are all about new experiences, music festivals and living a luxurious life.
“Island once owned by Pablo Escobar” became their brand
After that, it was time to produce a promo video that will generate hype around the festival. So, they hired a few supermodels to feature in their video. Having cocktails on private yachts and jets, dancing on the beach and swimming in crystal blue water. It was all about the exclusive and luxurious experiences they would be happy to share on this private island with the millennials.
Now it was time to take their final steps and distribute their video marketing campaign on Instagram. Why Instagram? This is where their audience spends the majority of their time. Besides, Instagram is THE place for pictures and video. Models featuring in their video started sharing pictures of their time on the island under the hashtag #fyrefestival and that was it. Millions of their followers were already hooked.
Sounds like an amazing event, doesn’t it? Wrong. Just a couple of days before the festival it turned out that instead of luxury accommodation there were mattresses on rain-soaked floors. And instead of the “the best in food” in the Bahamas there were meals of cheese slices on bread.
But in the end, you have to deliver what you promise. Otherwise, it will be a disaster. Fyre Festival is a great example of brilliant event video promotion but a complete failure of the event itself.
Know your audience and focus your campaign around it – message, format and channels for communication. Fyre Festival focused on millennials, video as a format and social media as a channel. Total win!
Create a cool message or brand – an event on an island once owned by Pablo Escobar was a great idea and they fully benefited from this. Make it big. A Big event merits big noise.
Don’t sell something you can’t deliver. Promotion is an important part of the business but your priority is to make your customer happy at the end of the journey.
#2. Spectacular. New Year’s Eve Laser show on the tallest building in the world by Emaar Properties
Emaar Properties the real estate company that built the tallest building in the world, Burj Khalifa, bet on video in a rather unique way and it paid off. In 2018, they organised a laser show projected onto the Burj Khalifa and presented it live via Twitter. The results – 1.5 million unique views (internationally) and winning the Guinness World Records title for the ‘largest light and sound show on a single building’. So, how did they do it?
Well, as the event was going to be aired on Twitter they launched the event advertising campaign #MyDubaiNewYear where they tweeted video and GIF teasers of the show. But they also wanted to make sure that even those with a short memory span will watch it. So, just minutes before the event was about to kick off, Emaar also sent out reminders via “Retweet to Remind”.
Perhaps the most important factor for their success was their decision to go live. Streaming live on social media made it easy for everyone to join and be a part of the celebration. That helped them reach people from all around the world.
And here is what the event looked like:
A great event comes with great efforts – Emaar created a wonderful show but they made a lot of effort to show the world its beauty.
Go live and go to social media – it’s cheaper and easier for reaching a global audience.
#3. Creative from Spain. Online Jobs Event – InfoJobs
The employment website InfoJobs created a jobs event powered by video and tweets in Spain, during the 2017 job day. They wanted to help jobseekers and employers find each other on Twitter as well as, of course, maintain its brand’s leadership on the market. So, they focused their event promotion around videos. Lots and lots of videos covering various topics related to the job sector.
The results – the hashtag #JobDay hit 11.8 million impressions, 350 companies participated in the event, 228,258 completed video views, and InfoJobs app installs tripled its daily average.
How did they do it?
They ran various videos and hashtags promoting their event. With five separate and yet connected hashtags for everything from webinars about how to use Twitter to find a job, to a Periscope about how to recruit candidates on social media, successfuly utilising the video medium.
But for their marketing campaign to be such a success they also had to reach beyond Twitter. So, they distributed the main hashtag #JobDay in emails and other websites. They also did something that few would do, they invited their competitors to participate in the event. It was a clever move and attracted even more people to the event.
Be brave and creative – don’t be afraid to experiment with video. It’s a medium that knows no limits, well, apart from the ones placed by ourselves.
Share the experience – don’t sacrifice your event success just because you don’t want to share. InfoJobs invited their competitors to participate in the event and this connected and brought even more people to the event.
#4. Make you proud. Wimbledon’s New Markets campaign ‘In Pursuit of Greatness’
‘In Pursuit of Greatness’ is actually Wimbledon’s very first video campaign aiming to expand the business to Asia. It’s an on-going campaign and it consists of 28 videos in a series. Their cinematic look and emotional storytelling reflect the brand’s unique characteristics and history, introducing it in a simple but catchy manner.
The marketing campaign kicked off with a couple of trailers from 30 to 90 seconds each which quickly generated 1.4 million watches across social media platforms within just 24 hours of their launch. They were later on followed by more series exploring every little aspect of the tournament’s preparations:
Their campaign’s success was in embracing video and social media. Many would take their videos to Youtube, Facebook, and Twitter and cross their fingers hoping for the best. Wimbledon extended the distribution to Pinterest and Snapchat.
Because a Snapchat story of 30 seconds can be watched by over 600 million people. The power of being in different places is something we’re very aware of.Alexandra Willis, Wimbledon’s head of communications, content and digital.
Snapchat was particularly useful for their live stories. “In China, most of our fans follow Wimbledon on their phones and aren’t necessarily sitting down to an appointment to view. Instead, they’ll snack on it”, said James Ralley, head of commercial and marketing for Wimbledon. “We have to create content that works for them and so do our broadcasters.”
Know your brand strengths – highlight all these aspects that separate your brand from the rest.
Make a series – by producing more content and releasing it one at a time you would be able to keep the buzz around your event going.
#5. This make you smile. Annual Conference Pulse Event – Gainsight
Gainsight provides a platform for dealing with customer data from multiple sources to help businesses understand their clients. They also organise annual networking and learning conferences, called Pulse. For their 2015 conference video campaign, they decided to bet on a rather different approach. VPs of Customer Success and Chief Customer Officers performed an acapella version of Taylor Swift’s song ‘Blank Space’. It resulted in 2000 new inquiries about the conference. How would that work you may ask?
Ok, let’s start with the song. The brand used only the music of Swift’s song. They wrote their own lyrics singing about their own services. The song was catchy, the lyrics were good and it was just flawlessly performed. Plus, people got to see the wizards behind the curtain.
“Coming back to this promo again after a year. It’s simply lovely”.YouTube user
Use something familiar and add your own touch to it – ‘Blank Space’ is a hit song known for its catchy melody. Gainsight made use of that by adding their uniqueness to it.
Bet on the people behind the event – by showing the faces behind the success of your event would make it seem more alive and real.
#6. Mysterious. Museum of London: Sherlock Holmes Exhibition
The exhibition ‘Sherlock Holmes: The Man Who Never Lived and Will Never Die’ ran from 17th of October 2014 to 12th of April 2015 at the Museum of London. It attracted 75,517 visitors and generated over 4,300 pieces of media coverage, including a feature in the US and international editions of the New York Times.
“Developing a theatrical trailer for cinema distribution for Sherlock Holmes was a first for us, and this attracted over 25,000 views on YouTube within its first six weeks of release.”Museum of London Governors’ Report.
Here is how they did it:
The trailer is just 42 seconds long . With its short and snappy colourful animations, it’s just perfect for the average viewer. We all know that on average, our attention span is just a few seconds. If something doesn’t grab us in the first few seconds – that’s it, the attention is dead and gone.
It successfully briefs us on the story and takes us on a journey back to the time of “the man who never lived and will never die”. It makes us want to keep watching and see more. And that is one of the key differences between high and poor attendance at an event.
Go for short and snappy trailers – once you’ve attracted your audience’s attention, these teasing trailers would automatically make them want to attend your event.
Include animations – millennials love them. Plus, they are a great tool for making your videos more fairytale – like.
#7. Business approach. Innovative Marketing Expo – B2B Expo
It’s an annual event running on 27th & 28th March at the ExCel, London. It takes pride in being one of Europe’s largest events with a focus on Customer Contact Systems, communications and Customer Experience Platforms. This year it was attended by 25 000 visitors and over 5,000 contact center professionals. Keynote speakers included Microsoft‘s technology Specialist Angela Bos, the Founder of OmniTouch International – Daniel Ord and Pak Ming Wan – a Cloud Consultant at Google, amongst others.
Here is how they did it:
They had a clear picture of what they wanted the video to demonstrate – a busy and thriving event. It was necessary to show people enjoying the event and doing business. You see, in events like these, when there is so much to cover people can easily lose the focus of what is important to show. That’s why they made a detailed plan, kind of like a storyboard of what they wanted in and out of the marketing video.
So, things like people queuing to get into the event, meetings, and handshakes were a must. Just like showing interactions between the exhibitors and visitors as well as having vox pops of visitors and exhibitors that highlight the uniqueness and importance of the event.
But there were also things that had to be left out. Like empty stands and isles, for example. Showing these would have brought a feeling of idle and poor-attended event – the exact opposite of what a promo video is going for.
Be pragmatic. If your event is not as exciting as Fyre festival or a laser show on the tallest building in the world then just show the best moments of the event and send it to your exhibitors and publish on your site. They will show it to their colleagues and top management who will be back at your event next year. Do your homework. Plan your video and know what you want in it before you go to the event. Also, arrive there early to make sure you have enough time to familiarise yourself with the floorplan and the environment.
Video is a great tool to promote your event before, during and after it. Use this to tell the world what you are doing as the best companies and organisation do.agenda.video