Event Marketer and MRD December 2021 - 12

PLANNING
AL FRESCO: Dreamforce returned
as a 100-percent outdoor event.
YEAR IN REVIEW
A look at the top 10 stories and trends of 2021, plus our 2022 futurecast
PICTURE LAST YEAR at this time: the ambiguity around the rollout of the vaccine, the experiential programs easing into
singular markets, the longing for personal connection beyond a Zoom call. Indeed, as we rang in 2021, uncertainty loomed.
But what has unfolded across this industry over the last 12 months is nothing short of remarkable. You've learned to
pivot virtual programming developed at the height of the pandemic back into in-person experiences. You've discovered
that producing a successful hybrid event is possible when you have a nuanced, rather than literal, approach. And you've
shouldered the weight of budget cuts, the labor shortage, polarizing cultural movements and, more recently, a supply
chain crisis, without compromising the quality of the work you produce. Over and over again, you proclaimed to the world,
" We got this. " Now, as we look ahead to 2022, it's worth revisiting the year's top experiential trends and takeaways to
help inform next year's strategies. Following is a breakdown of our top 10 stories of the year, along with key trends and
predictions for how tactics will evolve in the coming months. So raise a glass, pat yourself on the back, and rewind with us.
STORY OF THE YEAR #1
FX'S POP-UP NIGHT BITES BAKERY
USHERS IN 'AMERICAN HORROR
SUMMER'
FX's collection of nighttime bakeries
promoting
" American Horror
triumphant
Story "
and a new anthology series marked
the
return of immersive
pop-up programs, and both media
and consumers ate. it. up. The sinister-meets-sweet
" Night Bites Bakery "
experience was activated in three cities,
each offering fans a chance to get
their " AHS " -and sugar-fix. Consumers
could order series-themed cookies
at a creepy counter, where a bakery
worker announced their selection into
12 EVENT MARKETER DECEMBER 2021
TRENDS
The digital + live approach reigned
supreme once more as marketers worked
to ensure that those not comfortable
with attending live events were able
to participate in experiential programs
virtually. Choice is now paramount.
a retro-style microphone. They collected
their treat at a pick-up window that
opened to reveal Rubber Woman: an
eerie, black-latex-clad figure instantly
recognizable to fans of the franchise. An
online component was also available via
a microsite that offered surprise cookie
eventmarketer.com
IMAGE CREDITS: JAKUB MOSER PHOTOGRAPHY (DREAMFORCE)

http://www.eventmarketer.com

Event Marketer and MRD December 2021

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