Facebook IQ Live – Strategic

On a quest to offer the most important insights on consumer behavior and thereby position themselves as a
valuable partner and resource for marketing agencies, Facebook hit the road with its Facebook IQ Live tour,
making stops across New York City and Chicago. Targeting mid-level agency staffers – the people Facebook
believes will likely pioneer the marketing of tomorrow – the company used real-life simulations to explain their
consumer behavior insights.

Instead of just offering speakers and discussions, Facebook created a fun, engaging event experience. The
roadshow concept also makes the campaign more exciting. As Ben Hindman, CEO of Splash says, roadshows
are, “one of the greatest ways to build trust and intimacy with enthusiastic fans and to target your next great
customers.”

Facebook’s IQ Live events were used to construct a bridge between the company and marketing agencies.
Facebook implemented this shift to change the impression that many organizations and small business owners
had formed – namely that it was difficult to work with the social media giant. You may have come across this
yourself when using Facebook. There’s always something new going on, making it a challenge to leverage it
properly as a digital marketing channel.

By targeting mid-level staffers, Facebook is using these events as part of an intelligent, very long-term game.
How about planning ten or fifteen years of strategic event marketing down the road?

Glamour Beauty Festival – Community Building

Glamour magazine partnered with Fiat to create a dream experience for beauty and fashion enthusiasts,
makeup artists, stylists, entrepreneurs – everyone they want to be devoted magazine subscribers. The
Glamour Beauty Festival was held at the London Saatchi Gallery in March 2017.

This is a superb example of a B2C brand creating a fun, inspiring event that everyone who’s interested in the
industry would want to attend. It is community building at its best. With celebrity appearances, master classes,
and complimentary pampering treatments, the magazine brand has established its marketing event as the
Coachella of the beauty industry.

MozCon – Tech Savvy

What industry throws the best events? Marketing! And marketing is what we do best. You can expect a lot of
love put into the marketing conferences you attend. Social Media Marketing World, iMedia Summit, C2
Montreal, Hubspot Inbound, the Intelligent Content Conference, MarTech. As marketers, we have the
opportunity to fill our schedules with insightful – even career-transforming – conferences.

One that stands out is MozCon. From its debut in 2011, attendance has grown 152 percent. The creators
behind MozCon do an excellent job of using technology to help keep the conference affordable and accessible.
MozCon uses real-time data to promote – which they start doing a year ahead of time. They created an event
app, the Organizer App, to make registration and check-in simple and to cut down on necessary staff. And, as
one attendee describes the experience of walking into MozCon, it’s a lot like “being on the Space Mountain
ride at Disneyworld.” Music, lights, great speakers, and a lot of action.

Guinness – Innovative
Guinness has created masterful in-person marketing for UK shoppers of the retail brand, Tesco. Partnering
with R/GA London, the beer brand is offering consumers the chance to taste – and experience – different
Guinness beers with a virtual reality headset and pre-created 360 environments. The environments were
designed to enhance the taste, smell, and texture of drinking each beer.

The company used research on food and flavor conducted by Professor Charles Spence at Oxford to help
consumers “suspend the senses and transport you to another place.” Talk about evolving the concept of
grocery store food samples.

The Kia Dream Chute – Fun

When Kia created a two-story slide for the 2014 launch of the Kia Soul in London’s Westfield Shopping Center,
they created a lot of smiles. They fortified their reputation as being a fun, youthful brand during the ten-day
event. With a fire engine red slide for adults – maybe the ‘most fun auto manufacturer on the planet’ would be
a better descriptor. I’m probably not the only one disappointed I wasn’t walking through Westfield when that
slide was up.

With a built-in camera, those sliding down the Dream Chute were able to take home pictures of their slide-ride
O-face, just in case they needed a souvenir to remember the ride.