01

Go beyond the
static stream

Zoom fatigue is real and guests have struggled with the static nature of virtual events. When we attend live events, we’re not stuck in our seats watching a stage, we have freedom to move and explore. That freedom gives us agency and we experience the event in a more personal way. There are many ways to create a more dynamic viewing experience for the at-home audience, including enabling them to ‘move’ throughout the venue by switching between cameras and perspectives, allowing them to navigate between the stream and other programming elements, layering content on top of the stream, or providing opportunities to ‘gather’ with other attendees outside of the main chat feature.

If the goal is to go beyond the static livestream, marketers and event planners will need to consider how to put the viewer in control of their own viewing experience and provide greater (see exclusive) access. Whether it’s strategically placed livestream cameras, StudioBooth’s roaming camera operators, VR integration, or exclusive ‘front row’ and ‘backstage pass’ experiences, providing options is going to be crucial for keeping the audience engaged.

02

don’t short change
the audience at home

Live events and activations typically include programming that creates a more immersive and engaging experience for attendees. But these activation layers can get lost or watered down when rendering them for a virtual audience. As we move to close the physical divide and create a virtual bridge between audiences, it will be increasingly important to deliver similar programming to those tuning in from home. Virtual photo booths, e-commerce integration, UGC content aggregators, exclusive product drops, games and contests, swag gifts and pre-mailed ‘event kits’ are just the tip of the iceberg. When planning for a live event, marketers should be thinking about all the elements that will make their in-person event special, and then start to translate those ideas into the virtual space. This won’t always be possible, but defining goals and objectives for each activation will help to identify virtual analogs or substitutes.

03

inform,
educate,
engage

One of the most undervalued aspects of virtual events is the opportunity to inform and educate viewers on a deeper level. The web is a limitless medium, which means brands can layer large amounts of information in a way that pulls the audience through a story. Interested viewers can click through relevant topics of interest to learn more about a brand, about their products, their values, or anything else. If content is king, virtual events provide the best opportunity for delivering valuable content and information that will bolster brand loyalty and advocacy. 

But how do we offer the same opportunity to people who attend in person? We let them take the event home with them! With tools like Afterparty’s Event Passport, in-person attendees are able to add snapshots from the event to their event profile page and come back to explore it later, on-demand. For example, if someone is enjoying the specialty (see sponsored) cocktail at an event, they can scan their unique QR code at the bar and add all the related content to their profile page. When they want to come back to it later, they access their passport profile page, click on the drink and access all of the same content as someone at home would have -- ingredients list, process, a how-to video, links to purchase barware, or anything else. 

This ‘save for later’ approach to live events brings one of the key aspects of an at-home event experience to the in-person audience and gives marketers an incredible opportunity to connect with attendees after the event, in the comfort of their homes.

04

foster connections
& create conversations

Whether it’s a corporate meeting, a launch party or a pop-up shop, connecting with others is a big part of what makes live events so meaningful. Expanding your professional network, catching up with friends, reconnecting with old contacts; live events are great at bringing people together and fostering connections. Virtual events? Not so much.

One great take away from a year of virtual events is that it’s essential to enable those attending an event virtually to connect with other guests. Virtual activities encouraging interaction with others can take many shapes. Social media call-outs, virtual/on-site message boards, content aggregators (viewable both virtually or projected at live events), unique user-generated content (both virtual and in-person), as well as the ability to create lasting connections between guests through networking opportunities are a few of the myriad options available in a hybrid world. Imagine having a live panel discussion but including q&a responses from guests around the globe, or hosting a viewing party for a new episode of a hit show where anyone can vote for their favorite character. The list of hybrid activities is endless and the opportunity to create a lasting impression becomes exponentially larger as your audience grows.

05

e-commerce,
swag &
custom goodies

How will your virtual attendees feel when they find out the in-person attendees got access to an exclusive product drop, or they took home a swag bag filled with product samples or a pair of customized sneakers? These things are a part of the live event experience -- they bring the brand into the home, they’re a memento of a great experience and they reward brand loyalists. Brands must consider ways to deliver these same physical touchpoints to those at home, or risk unhappy virtual guests.

Integrating e-commerce into your event and allowing the audience at home to access those exclusive product drops, discounts and even free swag (real or virtual), will not only make them feel more connected to the live event, but it’s an opportunity to convert new customers by incentivizing purchase from within the event. And if there is an opportunity to customize items at the event (see sneaker customization station), there should also be an opportunity for the audience at home to customize and receive the same merchandise. Shipping and logistics may be a challenge, so marketers should anticipate this during planning and budget accordingly.