Will entertainment events ever get old? It seems unlikely, considering we all demand entertainment to cope with a crazy, stressful world for Entertainment Event.
From movies to sports tournaments, and music concerts to art openings, ample avenues exist for immersing yourself in a parallel world. No wonder many brands incorporate events into their marketing plans, allocating a significant portion of annual budgets to them.
Marketing Dive notes that 80% of live event attendees report being open to a brand’s message. For millennials and Gen Zers, the statistic is 86%. This shows the impact that events have on us, influencing us and persuading us to pay attention.
The only catch? Everyone is doing it. Which means your brand must go the extra mile, or push the envelope in corporate speak, to stand out.
1. Explore Partnerships, But Not Skin-Deep Ones
One rather well-known “secret” of event marketing in the modern world is banking on exciting partnerships. You see them everywhere, from brands doing collabs with YouTube and Instagram influencers to multibrand global ad campaigns.
So, what makes it a secret? It’s an understanding that skin-deep partnerships can do more harm than good. What matters is building strategic associations that can steer your brand to success, elevating it from another wannabe.
SproutSocial explains that these associations can be a smart approach to help you connect with fresh audiences and boost revenue. Think Gen Z for companies that have traditionally catered to boomers.
The core idea is that any partnership must:
- Build credibility for your brand, not diminish it.
- Improve the creativity and reach of the output.
- Align meaningfully with your short-term and long-term organizational goals.
The impact of ill-chosen associations can transcend boundaries. They can reach from the event grounds to retail outlets and online orders for your products. Remember what happened when Forever 21 sent Atkins bars with its online orders? It met with intense uproar, with customers claiming they didn’t need reminders on weight loss.
Compare this to Mattel and Heinz. It was another food-based partnership, but wildly successful. Mattel supported the launch of a limited edition Heinz Barbiecue Sauce to celebrate the 65th anniversary of the iconic doll. Everything was perfectly timed and planned, from the bright pink color to the ability to ride the movie’s success.
2. Quality Will Never Lose Its Luster
In entertainment events, such as movie premieres or after parties, many brands compete for attention. From makeup to fashion and footwear, there are opportunities galore to leverage the success of a media project.
It is tempting to “go big,” choosing quantity over quality, since you assume these events are ephemeral. What happens in Vegas stays in Vegas, right?
That’s not true, not anymore, in this connected world.
In the packed showbiz industry, quality continues to shine. Guests can see it in the materials you use for your banners and the typeface on your press walls. According to Step and Repeat Las Vegas, the right banners and backdrops can help your brand message resonate with the audience.
In contrast, visualize the following:
- Your logos are stretched.
- Your press wall fails at long-distance viewing.
- Images are pixelated.
- Sponsor imagery is printed on poor material.
Mistakes like these can dilute your brand perception. If your step and repeat banner contains brand logos but does not radiate commitment to quality, that is money down the drain.
It is best to make a safe choice and side with professionals who use high-quality materials and offer support throughout the event. To address budgetary issues, marketers should remain open to renting equipment, such as a backdrop stand, instead of purchasing everything.
3. Consider Experiential and Interactive Possibilities
Another powerful way to leave a lasting impression on attendees is to offer dynamic experiences, ones that offer interactivity and sensation instead of static viewing and social media posting. The rapid growth of technologies like AR/VR has made this a practical and even budget-friendly possibility.
Consider what Taylor Swift did in 2024 with her Eras Tour. The BBC reported that the live event also streamed on Amazon Prime Video and allowed fans to stream it in their private virtual theaters through a VR app. Swifties sang along, wearing the headsets, giving the VR industry a phenomenal push and motivation to brainstorm new ideas for similar events.
Forrester Research highlights that experiential events can be brilliant for CX (customer experience) since they drive relationship‑driven engagement. Through such events, brands can emphasize in‑person moments and build credibility through emotional connections.
That said, the experiential avenue should align with your brand’s identity. Or else it will feel forced and desperate in a competitive world.
With AI becoming more powerful as you read this, one can expect events and the overall entertainment sector to reach dizzying heights.
We can already experience numerous sensations at events, from aromas at coffee tastings to the thrill of experiencing the world with superheroes. Yes, we mean Marvel Studios’ “What If…? — An Immersive Story,” an experience you can enjoy with an Apple Vision Pro headset. Even small-budget films can now access creative event marketing opportunities Entertainment Event, thanks to the rising affordability of technology.
The secret to staying ahead in this fast-changing world will be in staying true to yourself and associating with others who share your values.
Your journey doesn’t end here. Wander through our top resources at 2A Magazine.
