Event Marketer and MRD December 2021 - 105

BEST EVENT ON A BUDGET
($500,000 TO $1 MILLION)
For many consumers, tires are an overlooked product and yet
they often can make the difference between a vehicle that
drives and a vehicle that performs. To educate consumers on the
benefit of purchasing high-performance tires at a reasonable
cost, General Tire rolled out its " Anywhere is Possible " tour that
targeted truck and SUV owners.
General Tire wanted to engage consumers in two categories:
the " Rough Riders, " or off-road enthusiasts who enjoy
adventures, and the " Parking Lot Princesses, " drivers who like
the rugged, off-road look of SUVs and trucks, but prefer to
keep their vehicles on pavement. Ultimately, the brand wanted
consumers to walk away with a better knowledge of tire brands-
including its own.
The activation was designed to be highly visible (with a
GOLD WINNER
CLIENT: General Tire
CAMPAIGN: Anywhere
is Possible Tour
AGENCY: Next Marketing
dramatic, branded canopy overhead), and to be self-guided.
Displays showcased tires at chest height to encourage hands-on
exploration and highlight on-road and highway performance
capability and off-road reliability. QR codes linked to detailed
product information and a list of local distributors for purchase.
Trained product specialists engaged visitors in discussions
about product features while brand ambassadors encouraged
consumers to participate in a survey in order to receive branded
swag and the chance to win a free set of tires.
The results were certainly not flat. An on-site survey showed
that 80 percent of participants matched the brand's target
demographic, and 75 percent of contacts indicated they would
" definitely " or " probably " purchase General Tire products as a
result of the experience.
BEST EVENT ON A BUDGET
($500,000 TO $1 MILLION)
In a matter of 28 days, Atlassian pivoted its signature
conference to a virtual event, The Remote Summit. It not only
unfolded as its largest event to date, but it offered a host of
forward-thinking virtual touchpoints at the time, including
chats, live and on-demand content, keynote sessions,
breakouts, a product and practices hub and a sponsor hall, and
a scavenger hunt.
As compelling as the end product was, the lead-up was
SILVER WINNER
CLIENT: Atlassian
CAMPAIGN: Remote Summit
AGENCY: Impact Point Group
a game-changing lesson in pandemic-era production and
logistics. And it began with the sourcing and shipping of
speaker recording kits and secure in-studio keynote recordings
with production vendors. Daily meetings, as opposed to
bi-weekly ones, led to quick decision-making. The teams
quickly pulled together a task force to research industry
best practices and benchmarks of digital events to help
with target programming lengths, average attention spans,
and engagement metrics. Over the two days of the event,
the entire team gathered in a Zoom " war room " for roughly
18 hours to handle real-time updates, troubleshoot any
issues, and to escalate platform issues to their vendors. The
tech team members also created an entire backup site that
replicated the event in case the platform failed, and the team
mapped out a detailed plan in the event they would need to
switch it over.
Despite the challenges, registration for the event totaled
27,765 customers, partners and marketplace vendors, at 46
percent above goal.
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DECEMBER 2021 EVENT MARKETER
105
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Event Marketer and MRD December 2021

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