5 Types of events for post lockdown Experiential
Andy - June 2020
EXPERIENTIAL & IMMERSIVE EVENTS IN A SOCIALLY DISTANCED WORLD
Andy Dixon is CEO of Scene2 – an award-winning, event service agency for brands, agencies, charities, film & theatre production. For over 20 years, Scene2 have designed and built experiential & immersive sets and props for live events and charity fundraising campaigns.
Mel Wakely is Scene2’s New Business and Social Media Consultant. With Scene2’s production team furloughed Andy & Mel have used the time to enlist their favourite industry experts to help them review how Scene2 can re-emerge, bigger and better than before.
In this blog, Andy & Mel share their thoughts on how Scene2 is re-imagining, how it’s services will evolve and how it will exit this global pandemic that has changed the world forever.
The live events industry has been one of the hardest hit by the coronavirus pandemic. Who in February imagined a 2020 without Glastonbury and the Olympic Games?!
Sure, brands and agencies have adapted and pivoted – we have loved some brilliantly creative innovations – Secret Cinema’s #SecretSofas, Camp Bestival’s #StayHomeSleepover and Swamp Motel’s Plymouth Point “whodunnit”, but now’s the time to consider what comes next.
Global announcements are being made every day on easing of restrictions including social gatherings. If the UK continues to follow suit; the impact on the long term live events and experiential marketing industry in the UK is difficult to predict in a positive way.
Scene2 sees how it can contribute to ensuring the future success of our industry, currently in crisis, by supporting in the best way we all know-how. Offering free consultations, sharing of knowledge, ideas and expertise around production in the #nextnormal is proving to keep the spirit alive. We intend to keep talking to clients and being there to support them through as we work together – #letsgetgoing.
Crowned IPM Service Agency of the Year (COGS 2019), Scene2 continues to work hard on how to best service its clients in the new #nextnormal”.
Enlisting the expertise of experienced producer Will Edwards, Andy, Mel and Will have reflected on the questionnaire responses, “zoomed” their creative brains and here, share their Top 5 Tips for –
Post-COVID activations in a Socially Distanced World:
#1 Controlled & Timed Events
Everyone loves a story! These events guide small groups of people on an immersive journey together, through theatrical sets where they can experience a story in controlled numbers:
Pre-lockdown, immersive theatrical events were already leading the way and the shift away from large group gatherings was already happening as demand for a personal experience was increasing.
#3 Shipping Container Conversions
Sustainability is key in our ‘new’ world. Lockdown gave us all an opportunity to reset our ways.
Recycling of structures designed specifically to provide “contained experiences” are sustainable designs for small group immersive experiences
#4 Quirky & Memorable PR Mailers
Facebook and Instagram have seen a 40%+ growth in usage since March 2020. Brands are moving to taking their message to people’s doors and using influencers on social media to sell their products. To standout, actually, physically, taking brand messages to influencers is now crucial.
#5 Branded Backdrops and Sets for Virtual Events
We now find ourselves living in a Zoom & “Rooms” world where the online communication revolution has exploded. This begs the question, are “Virtual Live Events” set to remain in a post-Covid19 society along with people’s (likely) desire to continue with social distancing, even if restrictions relax? If so, just like in the world of TV, the demand for stunning sets and beautiful backdrops are set to rise.
Our experience economy is shifting. The demand remains but the desire for associated community giving has thankfully risen. Secret Cinema’s brilliant #SecretSofa campaign added a ticketed element to its virtual offering with an after-show party. The ability to monetise an already successful commercial idea gained gravitas with all proceeds going to charity.
Are you moving your theatrical, immersive events online and need a set build or scenic backdrop or bespoke props to ensure your virtual event stands out from the competition (which is getting larger every day)? The need to create unique, shareable content for social media amplification is more important than ever before.
Scene2 knows that the need to have face-to-face real-life interactions will grow – we are human after all and that the feeling of being “zoomed-out” with live stream overload and fatigue is already evident.
“Involve me and I will understand…” Confucius
This famous mantra brings us to ask – can humans really be fully involved and engage with a brand at a virtual distance via a screen? Gaming platforms, like Fortnite, have shown that they can, but not if that is the only way to engage.
So, looking forwards, it seems that the large scale festivals, music concerts & sporting events may take a while to be assimilated back into the everyday norm but that new types of events and adapted brand experiences could be here before the end of 2020 – just in time for Christmas!
We continue to offer free consultation on post lockdown ideas, concepts and designs, so as soon as you need an immersive set, interactive pod, a giant prop, an experiential shipping container, a quirky sampling mailer or a theatrical backdrop for a virtual live event – give us a call – we are here to help.
To find out more go to www.scene2.co.uk or if you would like to help us by filling out our questionnaire – we would love to hear your thoughts.
If you want to find out more about Scene2…Get in touch
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