The experiences offered to customers at different events are becoming more and more creative and unrepeatable. If we are thinking of organizing a unique event that our attendees will wnjoy as never before, taking into account all these factors is much more relevant.
To do so, we can be inspired by the events that have made great bands that can give us some ideas on how to organize ours. The fact that we are inspired by events like those of Red Bull or Apple, does not mean that we have to do the same or of the same magnitude, but with these examples we can take our creativity to the maximum and connect with our target audience in an original and unique way.
Brand experience is a new and effective way to reach consumers, but what exactly is brand experience? It is all the emotions and perceptions that a consumer feels about a brand during their contact opportunities.
Event management is a perfect medium for producing memorable brand experiences.
Attendees are able to shape the perceptions they have about your company or business and serve as a bridge to build lasting and meaningful relationships between your brand and your audience.
Let’s learn from the best big brand events and their event success stories to take the brand experience to another level.
They position themselves as a powerful medium for those who want to change the world. Their different events throughout the year range from business and health to energy and technology, but all have one common denominator: attendees leave the event with enriching perspectives and value-driven approaches.
Through high-risk and spectacular sporting events, they have managed to position the brand and transmit youth, energy, adrenaline, adventure and challenges to their audience. The brand’s achievement has been to strongly relate risky activities with Red Bull.
Not only have they managed to get the public to look forward to the dates on the calendar of their events that include the presentation of new products, but also to get all the media talking about their presentations and events.
Something that Apple knows how to do very well is to turn its customers into fans or brand ambassadors. This is thanks to “Storytelling” and it is no secret that storytelling works and they know it and apply it in their presentations but also in communications, advertisements and social networks, this makes them not only talk about their products, they go beyond the devices and give a value and an emotion that is capable of thousands of people lining up around the world to get the latest model of the brand.
Tomorrowland is another event success story, thanks to its good organization. It was first held in 2005 and since then, it is one of the largest and most iconic music festivals in the world, held in the natural park of Boom, Belgium.
Tomorrowland is considered the best electronic music festival in the world, where lovers of this genre can enjoy various styles. Moreover, its line-up grows year after year, always with world famous DJ’s such as David Guetta, Armin van Buuren, Steve Aoki or Martin Garrix.
Its extravagant architecture is another of the great attractions of this musical event, its ambitious designs surprise every year and help to increase local tourism.
The diversity of its attendees, who come from all over the world, is what makes it so special, different and is part of its great success.
Coachella is a music and art festival that has become a worldwide reference since its inception in 1999. One of its main features is its famous Ferris wheel, which makes the desert stage where it takes place take color.
This festival is held in the Colorado desert in Indio, California, that is, in the Coachella Valley, hence its name.
This musical event takes place during three days in the last week of April. Great artists, internationally renowned and emerging artists converge here. What makes this music festival unique and attractive is that attendees can enjoy different genres, alternative rock, hip-hop and electronica. It is tradition to see attendees dressed in 70's hippie fashion and there are plenty of celebrities attending the festival every year.
Coachella always manages to attract great expectation, it is a festival that on several occasions has broken attendance records, which has led to the creation of external festivals to accommodate all the public who wanted to experience it up close. This is a sign that part of its triumph is thanks to a very good organization and that is why this is a case of success in events.
The FOST, which in 2022 took place in Lisbon, Portugal, brings together every year thinkers and practitioners from the world of media, technology and communications from various parts of the world, who redefine Storytelling in the 21st century with round tables and creative workshops.
At this event, attendees have access to live an immersive brand experience and are a vital part of the event's organization, as it is all about networking and forming new relationships with other influencers in their field.
But the FOST does not stop there and goes much further, on their website you can see "their call to adventure" in which they promise a year full of incredible adventures with which to tour the best immersive experiences in the world, network with an incredible community and learn directly from the expert storytellers at the forefront of the economy. Of course, attendance is limited.
While there is no right formula for creating the best brand experience, you can extrapolate from these big brand events and apply them to your own.
We have seen how they are successful because they offer unique content (WIRED), offer something unique like crazy adrenaline-fueled shows (Red Bull), maintain mystery, use storytelling and present their launches and new products on specific dates (Apple), surprise with the sets and shows (Tomorrowland), manage to identify their brand (Noria+Hippy fashion+Celebrities = Coachella), involve and engage attendees (FOST).