Event Marketer Spring 2022 - 20
TRENDS
A FRESH START
From the city to the slopes, and beyond, we round up
top experiences from CES, X Games and Super Bowl LVI
A TIME TO CHILL: Jeep, a 19-year X
Games Aspen sponsor, returned to
the slopes with vehicle displays, test
drives, gift cards and swag.
DESPITE THE YEAR getting off to a shaky start with Omicron wreaking havoc on CES's return to in-person, the major tentpole events of the
first quarter demonstrated that the appetite for in-person is back-albeit with a healthy dose of cautious optimism and contingency planning.
Indeed, CES faced a domino effect of top exhibitors pulling out, including Amazon, Meta, T-Mobile, Twitter and Google. The global
trade show, which was cut a day short as " an additional safety measure, " drew 40,000 attendees-a far cry from the 171,000 who showed
up in 2020. But it wasn't all doom and gloom. Ultimately, CES hosted 2,300 companies showcasing the latest in digital health, food tech,
automotive, NFTs, gaming and smart homes.
The X Games, which were closed to the public in 2021, reopened Jan. 21-23 and attracted a healthy array of sponsors and fans. In
addition to world-class action sports competitions broadcast by production partner ESPN, the free annual event included the X Fest fan
experience, encompassing partner activations from brands like Wendy's and Monster, live dj sets and athlete meet-and-greets. For those
watching the event at home, the X Games app, powered by Verizon, provided AR- and VR-powered experiences.
And after a bleak Super Bowl LV in 2021, during which attendance was capped and many sponsors withdrew from activating in-person,
the live experiences that cropped up around this year's game, Super Bowl LVI, signaled that brighter days are ahead. In a rare turn of
events, the competition took place on the Rams' home turf at SoFi Stadium (home to the largest videoboard in sports) in Inglewood, CA,
making it the second year in a row that one of the competing Super Bowl teams had the home field advantage. As for the brands, it was a
fairly even playing field, whether they activated at the official Super Bowl Experience Presented by Lowe's at the Los Angeles Convention
Center, around L.A., or in another location altogether.
Read on for some of our top picks, and check out the full coverage online at eventmarketer.com.
20 EVENT MARKETER SPRING 2022
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IMAGE CREDIT: RICH STORY (JEEP)
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Event Marketer Spring 2022
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