What's the difference between a blasé marketing event and an unforgettable brand experience? While some people assume the distinction stems from the depth of your pockets and the scope of your creative capabilities, the winners of EXHIBITOR Magazine's 15th Annual Corporate Event Awards prove that it's less about money and more about an ability to tailor your efforts to your audience.
This year's pack of audience-centric innovators cranked out ingenious events that were spot on with audience pain points while speaking to and furthering a sense of community among their participants. Take Bumble Trading Inc. The dating, social, and networking app hosted a month-long brick-and-mortar activation that allowed app users to connect via an undeniably on-brand community experience – one that helped generate 200 million media impressions, twice Bumble's objectives.
Or consider the Adult Swim brand from Turner Broadcasting System Inc., a Warner Media LLC company. To celebrate the third season of the animated "Rick and Morty" show and give fans an outlet to explore their obsession with like-minded loyalists, Adult Swim launched the Don't Even Trip Road Trip, an experiential mobile tour featuring fan merchandise. In addition to attracting roughly 83,000 impassioned attendees, the tour sold more than $2 million worth of merchandise despite a two-item limit on purchases.
According to the 2018 jury, a panel of five event-marketing experts from a variety of fields, this year's winners also elevated their programs beyond been-there, done-that soirees. After hours of analysis in a Las Vegas boardroom in February, the jury finally agreed upon five winners that they called "on target and transformational," "impressive and immersive," and "far cries from typical 'wash, rinse, repeat' affairs."
So please join us in congratulating all of the 2018 Corporate Event Award winners. May these community-minded events help to elevate the world's blasé soirees to new heights, transforming
them into unforgettable audience-centered experiences.
Bumble Trading Inc.
The On-Demand Press Event
Toyota Motor Europe
Dick's Sporting Goods
Rick and Morty's Excellent Adventure
Turner Broadcasting System
GitHub's User Group Reboot
Marc Crosier, trade show manager, Heidelberg Engineering Inc., Franklin, MA
Jana Hallford, CTSM, director of marketing, Swords & Circuitry Studios, Spring Valley, CA
Michelle Hernandez, global event strategist, Cisco Systems Inc., San Jose, CA
Allison Saget, event marketing consultant, author of "The Event Marketing Handbook," San Francisco
Victor Torregroza, events program manager, global marketing communications, Intel Corp., Santa Clara, CA