Event Marketer and MRD December 2022 - 72

20-YEAR ANNIVERSARY
2005
TREND: PHOTO ACTIVATIONS
Content is on the verge of taking its rightful
throne as photo activations become an
industry mainstay. From trade shows
to tours, marketers embrace a trend
that will become a standard in the
years to come. Kellogg's enters the
fray with its sponsorship of the
American Idols Live! tour, giving
fans a chance to belt out karaoke
and pose for mock paparazzi shots
with " Idol " cutouts. Samples of the
brand's new frozen product are dished
out afterward from disco ball-themed
refrigerators.
2007
2008
TREND: SMARTPHONES
Apple rings in 2007 with the debut of its
high-tech gadget of the decade: the iPhone.
The event marketing world swiftly jumps on
board, and photo vendors invite customers to
use the cameras on their smartphones to snap
shots and share or retrieve them on what will
come to be known as brand microsites. The
U.S. Air Force becomes a surprising frontrunner
in the space with its tech-powered Do
Something recruitment tour.
TREND: VIRTUAL EVENTS
Long before COVID-19 arrives, the Great
Recession forces the industry to slash
budgets and pivot to online. Every
dollar spent is scrutinized and
marketers do some soul-searching
on what it means to deliver a strategic
experience that moves the
needle. Virtual and hybrid platforms
become necessary lifelines
and ultimately go on to help underscore
the importance and validity of
the event marketing discipline.
2009
TREND: SOCIAL MEDIA
Social media is transforming the marketing
landscape and events are no exception. The
early stages of the " pics or it didn't happen "
concept are unfolding, and brands are reaping
the benefits of scaling their reach without the
hefty price tag at a time when budgets are
still tight. Bloggers and influencers become
prospective partners. And Ford enlists 100 of
them to document the longest test-drive in
its history.
2010
TREND: MARKETING TO MOMS
Marketers direct their focus to a demo with
a whole lot of purchasing power: moms.
Brands begin to cater to the caregivers,
particularly digitally savvy
ones, with feel-good campaigns.
IFC searches for the " rockin-est "
mom in the nation, Hershey and
FOX invite 10 bloggers and their
kids to a late-night event at the
Smithsonian, and Seventh Generation
hosts a " Million Baby Crawl " in
D.C. to raise awareness of toxic chemicals
in household products.
72
EVENT MARKETER WINTER 2023
eventmarketer.com
2006
TREND: AUTO SHOW TECH
Event tech is rapidly advancing, and auto
brands are some of the first to take the
plunge into the burgeoning world
of LED displays and holograms.
At the Detroit Auto Show, Ford
unveils
a 200-foot-tall curved
LED screen, while Nissan at the
same event leverages a screen to
create a " media cloud " that hangs
over its booth.
In the consumer
space, Lexus debuts holographic tech,
using projection-mapping tactics to beam
out an image of the new IS sedan in New York City.
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