festivalization for b-to-b events: aol’s tips for b-to-b ......aol access: a new kind of newfront...

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Festivalization for B-to-B Events: AOL’s Tips For B-to-B-to-C Experiences Charlie Eder Director of Events - AOL Adam Suellentrop VP-Client Services - FIRST Global Events Agency

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Page 1: Festivalization for B-to-B Events: AOL’s Tips For B-to-B ......AOL ACCESS: A NEW KIND OF NEWFRONT GOALS: •Challenge the status quo •Convey AOL’s open-platform approach •Disrupt

Festivalization for B-to-B Events: AOL’s Tips For B-to-B-to-C Experiences

Charlie Eder Director of Events - AOL

Adam Suellentrop VP-Client Services - FIRST Global Events Agency

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Source: Billboard Stats about U.S. Music Festivals

http://www.billboard.com/articles/columns/music-festivals/6539009/music-festival-statistics-graphic

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$1.4 Billionspent on brand sponsorships

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Meanwhile in B2B…

Convergence &

Boredom

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Enter

B2B Festivalization

Page 6: Festivalization for B-to-B Events: AOL’s Tips For B-to-B ......AOL ACCESS: A NEW KIND OF NEWFRONT GOALS: •Challenge the status quo •Convey AOL’s open-platform approach •Disrupt

AOL ACCESS: A NEW KIND OF NEWFRONT

GOALS:• Challenge the status quo

• Convey AOL’s open-platform approach

• Disrupt expectations

• Reach a consumer audience through unprecedented technological and experiential activations

CASE STUDY

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8 Square Block Takeover

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7 Restaurant /

Retail Buyouts

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3 Custom Shipping

Containers

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35+ brands, partners,

and shows through 15

live activations

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4 Elevated Viewing

Platforms

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1 Mobile Stage

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The numbers…

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3,000+ marketers, ad agency executives, digital content

creators, and select VIP influencers in attendance

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62% share of the voice during week 1 of NewFront

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17% more buzz than the

2016 NBA All-Star Game

Social

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SocialSnapchat

GeoFilter Uses: 1,784;

Total Views: 2,014,079

Instagram

Total Reach: 3.2MM

Total Engagements: 21,400

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Our approach

in 6 Tips

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1. Client are consumers

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Page 22: Festivalization for B-to-B Events: AOL’s Tips For B-to-B ......AOL ACCESS: A NEW KIND OF NEWFRONT GOALS: •Challenge the status quo •Convey AOL’s open-platform approach •Disrupt

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2. One cohesive message

Page 24: Festivalization for B-to-B Events: AOL’s Tips For B-to-B ......AOL ACCESS: A NEW KIND OF NEWFRONT GOALS: •Challenge the status quo •Convey AOL’s open-platform approach •Disrupt

Page 25: Festivalization for B-to-B Events: AOL’s Tips For B-to-B ......AOL ACCESS: A NEW KIND OF NEWFRONT GOALS: •Challenge the status quo •Convey AOL’s open-platform approach •Disrupt

3. Give them choice

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Page 27: Festivalization for B-to-B Events: AOL’s Tips For B-to-B ......AOL ACCESS: A NEW KIND OF NEWFRONT GOALS: •Challenge the status quo •Convey AOL’s open-platform approach •Disrupt

4. Use influencers

wisely

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5. Make it mobile

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6. Embrace the format

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The Tips:1. Client are consumer

2. One cohesive message

3. Give them choice

4. Use influencers wisely

5. Make it mobile

6. Embrace the format

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Any questions?

For a VR Tour of ACCESS:

https://www.youvisit.com/aolaccess

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Thank you.

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