Festivalization for B-to-B Events: AOL’s Tips For B-to-B ......AOL ACCESS: A NEW KIND OF NEWFRONT...
Transcript of Festivalization for B-to-B Events: AOL’s Tips For B-to-B ......AOL ACCESS: A NEW KIND OF NEWFRONT...
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Festivalization for B-to-B Events: AOL’s Tips For B-to-B-to-C Experiences
Charlie Eder Director of Events - AOL
Adam Suellentrop VP-Client Services - FIRST Global Events Agency
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Source: Billboard Stats about U.S. Music Festivals
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$1.4 Billionspent on brand sponsorships
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Meanwhile in B2B…
Convergence &
Boredom
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Enter
B2B Festivalization
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AOL ACCESS: A NEW KIND OF NEWFRONT
GOALS:• Challenge the status quo
• Convey AOL’s open-platform approach
• Disrupt expectations
• Reach a consumer audience through unprecedented technological and experiential activations
CASE STUDY
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8 Square Block Takeover
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7 Restaurant /
Retail Buyouts
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3 Custom Shipping
Containers
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35+ brands, partners,
and shows through 15
live activations
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4 Elevated Viewing
Platforms
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1 Mobile Stage
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The numbers…
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3,000+ marketers, ad agency executives, digital content
creators, and select VIP influencers in attendance
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62% share of the voice during week 1 of NewFront
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17% more buzz than the
2016 NBA All-Star Game
Social
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SocialSnapchat
GeoFilter Uses: 1,784;
Total Views: 2,014,079
Total Reach: 3.2MM
Total Engagements: 21,400
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Our approach
in 6 Tips
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1. Client are consumers
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2. One cohesive message
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3. Give them choice
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4. Use influencers
wisely
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5. Make it mobile
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6. Embrace the format
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The Tips:1. Client are consumer
2. One cohesive message
3. Give them choice
4. Use influencers wisely
5. Make it mobile
6. Embrace the format
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Any questions?
For a VR Tour of ACCESS:
https://www.youvisit.com/aolaccess
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Thank you.