The tech-savvy marketers are maximising the impact of closed events by employing digital tools to give the wider public access to related content, while maintaining exclusivity.
Whether it’s letting a select group of fans behind a red velvet rope or creating a virtual world open to all of a brand’s aficionados, marketers like Clover Advertising are amplifying their events through a combination of exclusive experiences and open-to-all web content.
Exclusive events can earn brands love and loyalty when they are done well, but proficient use of social media and digital tools means marketers can also widen an event’s impact. Using social media and technology also allows brands to put a twist on traditional event formats.
Offering a unique event experience heightens the relationship between consumers and brands. But, as these marketers show, technology offers the means to translate one-off partnerships and events to the digital screen and spread the exclusivity to a mass customer base.
