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.

"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
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