Archive for the ‘EventTech’ tag

Discussing EventTech with Gavin Blawie

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We asked MKTG SVP Gavin Blawie some questions about his EventTech talk: IBM Sports & Entertainment Partnerships: Rules for a Wired World.

 

You spoke about our work with IBM at the recent EventTech conference in Las Vegas a couple of weeks ago. Can you share a few things to help those of us that couldn’t attend get a feel for your talk and also some key take aways from EventTech in general?

MKTG was at EventTech to share our integrated activation framework for IBM, and how over the last 3 years we have helped raise their social game through influencers and content made to share to better amplify tentpole partner events like the US Open, the Tony Awards and Pebble Beach, which are used by the client to demonstrate their technology expertise and build relationships with clients and prospects.

Overall it was a privilege to share MKTG’s success with IBM to a larger audience, and our approach to earned media is both a differentiator and a proven model that unlocks significant incremental value and amplification, and which is now applied across their partner portfolio.

How long was your presentation and were you solo?

I had planned on attending this session with our IBM client, but she was unable to travel at the last minute so I handled our presentation solo.

At EventTech we shared our philosophy of leveraging not just official partner content and feeds from IBM’s marquee sponsorships, but the idea that we enlist credible 3rd party influencers and their social graphs and feeds to personalize their sponsorships, and earn the partnerships exponentially more conversations and sharing.  Now, if you plan and execute events with a social mindset, you can unlock thousands of pieces of user generated content and tens of millions of incremental media impressions.

What major subjects did you cover? Did you get any great questions from the audience?

Best part of our presentation was our strategic framework to the larger event model, whereas most of the audience was focused on the physical, live aspects of wiring events to capture content and share, our approach stood out as a pre/during/approach social mindset to events as much as model to harness conversation and sharing.  Truth is brands always have tons of incremental content and conversations earned which flow out of and around events, the trick is typically that value dissapates like so much heat and light.  Now, it’s incumbent on MKTG as an agency partner to wire events to be shared to benefit the brand, using unified hashtags like #WatchPartyIBM and incenting people to share and spread the word at scale, it’s the difference between a great one off event for a small handfull, vs social conversations that travel across hundreds of personal feeds.

What were three key things you learned from the show floor? What was hot, and what was less impressive?

Augmented reality was everywhere, especially with the new AR kit in the latest Apple OS, and supporting tech to facilitate onsite sharing via hotspots and beacons, but still felt more like it was all a great tech coming than stuff which is actually here yet.  Lots of innovative camera rigs and technology to seamlessly stitch together 360 content, as fostering greater ways of personal, camera first storytelling from multiple POVs becomes the new model.

Overall, what were your impressions of the event? 

Event Tech Live was overall a very well run event, 3 full days of content, tech and partner overviews, as everyone in the space (client and agency) navigates the ongoing revolution.  Definitely much smaller an event than CES, but a great vibe and positive forum, and great reception to our thinking and approach to maximizing event impact through digital and social, as we were all from the same dedicated audience of experts in live & experiential meets tech – the show itself was probably attended by over 500, with a large standing exhibition space and 5 separate break out stages, which was larger than I had expected.

 

 

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Written by Mary Kate Pleggenkuhle
Mary Kate Pleggenkuhle

November 28th, 2017 at 10:23 am

Posted in #mymktg,Events

Tagged with , , ,

MKTG Takes Home Some Hardware at Event Marketer’s Experience Design & Technology Awards

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gatorade

MKTG won top honors at the 2016 EventTech/Event Marketer Experience Design & Technology Awards in Las Vegas. The ceremony is the world’s largest and only recognition program honoring the brands and partners creating the best-designed experiences and the most effectively “wired” engagements. Amid 1,000+ of the industry’s top event marketers, MKTG was in full force to accept their big wins, including:

Best Consumer Environment
Gold Winner
MKTG
Campaign: Gatorade Fuel Lab
Client: PepsiCo

Best Permanent or Pop-Up Retail Experience
Bronze Winner
MKTG
Campaign: The Levi’s Lot
Client: Levi’s

Huge shout outs to our awesome client partners Gatorade and Levis for whom we brought to life the touring Gatorade Fuel Lab & The Levi’s Lot at Super Bowl 50. Much gratitude. 

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–Contributed by MKTG Global Communications team

 

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