Join Me In The Virtual World

The problem with experiential events in the consumer arena has always the cost per contact.
If you want to get your brand in front of three million people, there’ll always be the temptation to just stick it on the TV.
After all, it’d have to be a pretty big event to accommodate that size of audience.
But the growth of the digital channel has opened up a brave new world of virtual events, which ultimately mean that the scale of your event is limited only by your imagination.
Look at T-Mobile, who staged a (relatively) small event at Liverpool Street, and turned it into a campaign that lives online.
People watched it, engaged with it and, most importantly, shared it.
The same goes for Sony’s Bravia campaign.
Great ideas, simply executed and a virtually limitless audience.
In last week’s Campaign, Charles Vallance of VCCP talked about the fact that there’s a change occurring within the industry, and that agencies will soon be “judged on their ability to create experiences rather than messages.”
Since we know the secret of creating engaging events that change people’s beliefs and behaviours, the virtual world’s our oyster.