2 10 Best Event Marketing Examples
This list of some of the top examples of event marketing help you to analyze the fact that why marketers have shifted their focus to host an event. By referring to these examples you can easily draw an inspiration to optimize your marketing strategies with creative engagement and brand visibility through your next event, be it virtually, in-person or hybrid.
2.1 Google I/O Webinar
Webinars are the virtual events hosted on a digital platform for live streaming of the activities such as lecture or seminar or conference. This type of event allows the participants to curtail their travel cost and save on their company budget, while getting involved with event.
In 2019, at Google I/O, organizers used a 360-degree camera to record the event so that the virtual participants could attend it live from all over the world. They also hosted the recordings on YouTube, to make the whole process free and easily accessible. Although it was an in-person event, the option of online access made it few of the most successful virtual events for the enthusiasts who could not physically make it to the event. However, this year Google I/O was completely organized as a virtual event because of the on-going pandemic.
2.2 Planet IMEX Virtual Exhibition
Every marketer is aware of the exclusive events hosted by IMEX-International Machine Tools Expo. It is the hub for all the participants to meet, learn and share experiences. Their grand bi-annual exhibitions are one of the outstanding event marketing examples. Their Frankfurt or Las Vegas event is on the bucket-list of numerous marketers.
However, after the pandemic has struck the world devastatingly, preference towards hosting virtual events has increased. According to EventMB, 73% of the marketers have been able to successfully pivot their event to virtual. IMEX also followed the suit and designed a virtual learning hub, providing insightful content throughout the majority of 2020.
IMEX created an exclusive 3D platform consisting island-theme with oceanic sounds and colourful, interactive features. They hosted the blogs podcasts and videos in the three separate islands, and additionally a distinct 'island sounds' DJ mix. They also created a news and podcasts hub to keep the guests updated. They launched the platform with a 3-day conference packed with conferences on relevant and exciting topics by top speakers, along with several social events to conclude every day
2.3 HTC Vive XR Suite Virtual Product Launch
The famous Taiwanese electronics company HTC Corp hosted one of the most successful virtual events to welcome their “Vive XR Suite” to announce the official release of this outstanding product. The five different VR applications launched by HTC have been specifically designed to measure the uncontrollable lifestyle challenges of the post-pandemic era.
HTC is well-known for its virtual reality headsets. Hence, their virtual product launch was held on their own VR application. It allowed participants from all around the globe to attend it as avatars in an immersive space. Attendees were overwhelmed to have such a unique experience.
2.4 IBM Think 2020 Virtual Conference
It is one of the successful virtual events around the world, which was hosted by IBM. Think 2020 event was an outstanding combination of live-streamed video content, communicating sessions and certifications, and locally hosted events, which highlighted the company’s technology and industry proficiencies for their in-house members and clients without the risk of travel.
Participants could learn about the latest developments in open technologies from hybrid multi-cloud to data and AI. Live interaction session with the leaders helped the attendees to know more about the technological advancements through transformation, automation and modernization.
2.5 Oracle Code One User Conference
Conferences are the official assembly of thought leaders, market influencers, and industry icons. Generally, it is comprised of explanatory contents to share best practices that includes around one or two themes within an industry. Typically, conference participants get an opportunity to attend special guest lecturers and networking sessions.
At Oracle Code One (formerly known as JavaOne) in 2019, programmers across the globe participated in the environmental event. They emphasized on the fact that how to develop an event marketing strategy to ensure optimum benefit from it. As part of their “green” initiative, they included an eco-friendly menu, carbon footprint reduction sessions, and the option for participants to donate food and materials to the charity. Thus, Oracle perform dual duty through their conference event- promoting their brand values and spreading environmental awareness. However, they also adopted the virtual way post pandemic.
2.6 Red Bull Stratos Brand Awareness
Red Bull organized a startling brand awareness event named "Stratos" jump. The company has been pioneering extreme sports coverage since their inception. But in 2012, it took their promotion to the next level to become one of the most famous event marketing examples.
This superterrestrial marketing campaign by Red Bull featured Felix Baumgartner, a skydiver from Austria who collaborated with Red Bull to set the world record for highest skydive from 128,000 feet, about 24 miles above Earth's surface.
For this breath-taking stunt, Red Bull sent Felix up to the stratosphere using a large helium-filled balloon. Red Bull streamed the entire event online, starting from the ascent, getting prepared for the jump and finally the landing safely back on Earth. The video experienced the highest viewing traffic of any live stream ever broadcasted on YouTube. The event helped Red Bull to gain ultimate benefit from event marketing by gaining larger audience who remembered and reminisced over it.
2.7 Lean Start up’s Networking Event
Networking events collaborates people together to explore new connections. These events can be as formal or informal as long as they are in-sync with your brand. In our growing digital world, meetings, whether in-person or virtual are increasingly becoming the best way to expand your network.
The Lean Startup’s conference in 2018, helped them to reap the benefit from event marketing, as they offered inspiring networking events (like an evening at Mob Museum) to promote exceptional guest interactions. Their impressive networking capabilities leveraged the global community as their main theme. They also offered a recurrently updated public guest list to ensure that attendees find like-minded individuals when they arrived.
2.8 The Glassdoor’s Team Building Event
Team building events hosted to bring the employees of an organization on a single platform. It helps them to bond well and generate a good rapport with their colleagues which they would not get to explore amidst their daily busy schedule. These are the event marketing examples that are often fun and motivational, focusing on particular skill building activities that promotes the brand amidst the potential employees.
Glassdoor’s Board Game Tournament was one of the notable team building activities, where the participants got to interact with their colleagues whom they never had met before. While playing games like Jenga and Boggle, a friendly competition opened avenues for co-workers to bond.