Event Marketer and MRD December 2022 - 73

20-YEAR ANNIVERSARY
2011
TREND: PASSION POINTS
Consumer passion points from sports to
gaming to music begin driving entire
event strategies. Amex launches
what will become one of the most
impactful long-running experiential
programs
in recent history
with a revamping of its US
Open sponsorship program into
a 2,500-square-foot fan activation
designed to enhance the attendee
experience. Meanwhile, Activision literally
changes the game forever with its Call of
Duty XP campaign, which takes over 12 acres of space in Playa Vista,
CA, to deliver the ultimate in-world immersion.
2013
TREND: EDM FESTIVALS
Electronic dance music starts making
a rapid climb from underground to
mainstream, particularly with the
debut of Avicii's " Wake Me Up "
and Daft Punk's " Get Lucky " -two
of Spotify's most-played songs
in 2013. EDM's rise is evident in
music festivals' status as a $20 billion
industry. Concert promoters like
AEG, Live Nation and SFX buy up festival
properties and facilitate partnerships
with brands including Anheuser-Busch, Heineken and Motorola.
2015
TREND: LIVE-STREAMING APPS
Live broadcasting takes the internet by storm
with the launch of mobile apps like Meerkat
and Periscope. With the tap of a
button, smartphone users become
live content producers, catching
the attention of event marketers
aiming to boost their social strategy
and leverage events as content.
Facebook Live soon ascends as king
of social live streaming-with Instagram
joining the space in 2016-leading
to the fall of Meerkat and Periscope.
2016
TREND: AUGMENTED REALITY MOBILE
GAMES
Pokémon Go takes off like no other
AR-based app before. Newcomers and
fervent fans of the video game franchise
fully embrace Niantic's game, going out in
droves to locate, capture, train and battle
Pokémon that appear in players' real-world
locations. The social media phenomenon
reaches more than 500 million worldwide
downloads by year's end but attracts controversy
for contributing to accidents and
creating public nuisances. In events, marketers begin to embrace
the potential of gamification at scale.
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WINTER 2023 EVENT MARKETER
73
2014
TREND: MULTISENSORY EXPERIENCES
To help deepen the emotional impact of
their live experiences among consumers,
brands create activations that engage
multiple senses and allow attendees
to really feel their products. Glade's
multisensory pop-up in New York
City features five unique experience
rooms inspired by its fragrances.
Messaging throughout asks, " What
Will You Feel? " as attendees interact
with bubble machines, flowers and
sand-covered floors.
2012
TREND: MILLENNIAL MARKETING
Millennials become the darling of the experiential world as the
generation reaches adulthood and its purchase power expands.
Brands begin tracking their behaviors and
quickly discover the demo's aversion to
traditional marketing tactics. Levi's
targets female millennials with a
campus tour touting its Curve ID
jeans collection, which encompasses
a studio where women can get
measured for the jeans, get makeovers,
meet with fit specialists and
snap a photo.
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Event Marketer and MRD December 2022

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