New Trends in Live Event Marketing – Concert Lounges, VIP Lounges, Skyboxes and Viewing Platforms

A New Way to See the Show – Concert Lounges, VIP Lounges, Skyboxes and Viewing Platforms

It’s an age old problem for marketers at concerts, festivals and sporting events – how do you actively engage the audience for your product or service from a 20 foot x 10 foot booth space? Your potential consumers are walking by your activation with strollers in front and children trailing along behind. The last thing they want to hear is a sales pitch as they walk from the parking lot to the event – or even worse, from the event back to the parking lot. In this unfortunate environment, you reduce your street team to carnival barkers trying to get another dollar at the ‘pitch till you win’ tent.

A new trend, however, is emerging from experiential experts and marketing firms which may come as a surprise to some. The new trend is to engage the client by giving them place to *gasp* sit down and enjoy the event! Instead of trying to steal their attention away from the event and on to your product, simply provide concert lounges or skyboxes that complement your brand along with the event they came to see. This radically simple idea is starting to take the live event marketing world by storm. And the production experts at In Depth Events are here to guide you to the right activation for your brand!

Concert Lounges at Music Festivals

GMR Miller Lite Lounge, SXSW 2014

Outdoor festivals are a lot of fun – for about 30 minutes. After you throw your blanket down, it’s only a matter of time before someone steps on your fingers, blocks your view or lights up next to your kids. (“Dad, what’s that smell?”) Wouldn’t it be nice to have a comfortable place to watch the show without… well, the rest of the attendees?

At SXSW 2014, the largest outdoor festival of its kind in the world, two beverage companies provided concert lounges. These activations were off-the-ground platforms with security personnel, comfortable seating and beverages; along with a live video feed of the event. Both lounges were general admission and provided outstanding views of the main stage at Butler Park.

The first activation was by the energy drink, Monster. They served their namesake product along with non alcoholic soda and other beverages. With a ground level seating area and a covered platform, they were able to represent their brand to attendees without actively ‘pitching’ their product.

The second use of concert lounges by Miller Lite was built from the ground up by our production experts. The activation footprint featured a commanding 100 foot x 40 foot raised platform where attendees could charge their mobile devices, relax on furniture and see the Main Stage show in real time on several video monitors. Of course, the bar served ice cold Miller Lite with graphics scattered around the activation to reinforce the brand.

These activations showed that attendees could both enjoy the event they came to see and the marketing firm could promote their client’s brand in a complementary way. Most importantly, at both activations, attendees were charged for the beverages but not for entry to the concert lounges. In other words, the marketing firm was able to show sales figures as a direct link to impressions.

“Best Seat in the House” Viewing Platforms at Concerts

Liberman VIP Lounge

VIP Risers at concerts are not a new idea. However, providing a “Best Seat in the House” viewing platform takes an old idea and puts a new twist on it – plus the ability to market to a select group of consumers!

Pepsi has had a great deal of success with viewing platforms at Liberman Broadcasting concerts. This hispanic-themed event garners 20,000 attendees in the Dallas market for both spring and fall concerts. A 20 foot x 20 foot platform is erected off stage right, raised at the same level of the stage and covered with tents. Then, a select group of attendees are invited to the platform to watch their favorite bands. Of course, Pepsi brand ambassadors are there to give away plenty of ice cold beverages and CPGs to the lucky attendees.

While this concept doesn’t work for general admission, it gives a few lucky attendees the ability to see the show from the “Best Seat in the House” and garners the Pepsi brand lifelong consumers. The platform and the marketing banners attached to it are easily viewable by the main audience, so not only do you get ‘eyes-on’ impressions in the audience, you also have the ability to interact with general audience members who might want to be on the platform during the next concert.

Skyboxes and VIP Lounges: Perfect for Outdoor Sporting Events or Indoor Trade Shows!

Heineken Viewing Platform

Providing an elevated viewing platform is a great way to get your potential consumers around your branding and engage your specific product – while still being able to relax and enjoy the event. While this is not a new idea at events like golf tournaments (where the attendee demographic includes top income earners), the concept is making new inroads at other events. Automobile racing events, large corporate sponsored ‘tailgate parties’ for professional football, baseball and basketball events and even extreme events like the X-Games and motocross events are now seeing skyboxes sprout up around their events.

What about a viewing platform at a trade show? Heineken is the latest to provide an elevated viewing platform at a beer convention in Houston, TX. This commanding L-shaped viewing platform was 11 feet tall and was an amazing way for invited guests to view the trade show in style. Of course, the structure was branded with Heineken graphics so attendees were able to see exactly which company provided the biggest and best presence at the show.

Now, to find the best provider!

Providing a potential consumer a way to relax and enjoy the event they came to see, while still being able to promote your brand, is a simple but revolutionary new concept. These new trends in experiential and live event marketing are already here. Your client will be utilizing these new types of activations to communicate with their consumers. Make sure to bring your clients the best solution for their specific needs – or they’ll find someone else to do it!

When providing concert lounges, VIP lounges, skyboxes or viewing platforms, it’s important to choose a production company that can work with your activation staff to provide the best experiential footprint for your clients. The professionals at In Depth Events are experts at providing structures for your next footprint, as well as the audio, lighting and video requirements to make sure your message is clear. Ask Us a Question today and find out how we can help you take advantage of these new trends!

Image of Live Event Visual Amplification

Fun Facts: A Brief History of Live Event Visual Amplification

Keeping it fun is an essential component of enhancing any live event. Luckily, we here at Production Experience specialize in FUN.

Throughout history, the experiential entertainment industry has come up with some truly off-the-wall production concepts and equipment that eventually led to the development of the gear we use today. Always pushing the envelope to enhance the end experience, how exactly did we get to where we are now? We would like you to meet some of the GIANTS upon whose shoulders we stand on that allow us to support some of the most innovative marketing campaigns in the industry today.

*fade to old time-y black and white footage and music*

Live Event Visual Amplification is the display of live and pre-recorded images as a part of a live stage event.

Visual amplification began when films, projected onto a stage, added characters or background information to a production. 35 mm motion picture projectors became available in 1910 – but which theatre or opera company first used a movie in a stage production is not known.

In 1935, less costly 16 mm film equipment allowed many other performance groups and school theaters to use motion pictures in productions.

*cue classic rock music*

In 1970, closed circuit video cameras and video cassette machines became available and Live Event Visual Amplification came of age. For the first time, live closeups of stage performers could be displayed in real time. These systems also made it possible to show pre-recorded videos that added information & visual intensity to a live event.

One of the first video touring systems was created by video designer TJ McHose in 1975 for the rock band The Tubes using black and white television monitors.

In 1978, TJ McHose designed a touring color video system that enlarged performers at the Kool Jazz Festivals in sports stadiums across the United States.

*snap to full definition HD*

Fast forward to 2014.

In today’s age of hyper connected devices and wireless communication, In Depth Events is leading the world in Live Event Visual Amplification because of our relationships with companies like, GoVISION (www.jumbo.tv). The perfect complement to our roofed outdoor concert stage, GoVISION’s LED video walls project all the action of our live stage performers to everyone in the venue regardless of size.

We love football, so when the Dallas Cowboys asked us to help them with a Live Event in their new stadium, we quickly said yes. Turns out, the Cowboys know a thing or two about LARGE LED screens and our video wall from GoVISION was a fantastic addition to a live concert and performance by the world famous Dallas Cowboy Cheerleaders. We have never been more proud.

A big part of our business is working with advertising agencies and public relations departments that are interested in either introducing a new client or rebranding their existing client in a fun and creative way. While nothing beats a charismatic spokesperson, often we are asked to bring to life a corporate message with live video and sound.

I hope you enjoyed learning a little bit about what we do at In Depth Event. We thought this would be a FUN way for you to see how the production aspect of live events has progressed through the years. We hope that Experiential Entertainment will continue to capture your imagination as it has ours and we dare you to dream up the next big thing. We look forward to seeing what you want us to come up with next!

Hopefully this blog has been informative for our event planner clients! For more information on In Depth Events and our event production capabilities, please Ask Us a Question today. We look forward to hearing from you and working with you on your event!

Sporting Events and Sports Event Marketing… Finding YOUR fans!

Sports Event Marketing at Your Next Event

Sports are everywhere – all the time. So many television stations with so many commentators. There is truly a fascination with all types of contests. This time of year gives us the top 3 United States competitions all at once and keeps me glued to my set as often as possible. The NFL, NBA and NHL keep the sports enthusiast quenched and at times overwhelmed trying to keep up with all the highlights. From individual games to tailgate parties, there is always one underlying element that seems to draw in the average and avid fan alike: The live event aspect.

There is nothing like going to a game and being in the thick of the action and excitement. Sure, you can stay at home and watch your favorite team from the comfort of your couch with all the convenience and none of the headaches. Why leave your humble abode to brave the elements of weather, unruly patrons, and outrageously priced concessions? The answer is: for the the thrill of the live event! We all crave bigger and better experiences where the enhancement is worth the risk and cost. We want to be part of something that is bigger than ourselves and sports event marketing creates that feeling.

Setting up a stage and seeing a live band perform in the parking lot outside the stadium pumps up even the most understated fan and gets him or her ready for the battle that is about to ensue. The warm up before the main event has been going on for centuries; from the Roman days to present. Live events fuel sporting events at every level. Sports Marketing agencies have been coming up with strategies to capture the consumer from before, after, and during the game with giveaways, contests, or just plain old sampling campaigns. The more elaborate, the better as companies seek out opportunities to market to their target consumer. Interactive semi- trucks are positioned in parking lots of sporting venues to give fans the opportunity to experience a product or service like never before. From telecom services to Kielbasa culinary creations, sports event marketing firms are there to capture the attention of the crowd.

Expand beyond the stadium and bring your consumers to where YOU are

Every game is another opportunity to reach the masses and the most successful Sports Marketing firms have to wow them to get their attention. Live event activity makes that happen and brings the rubber to the artificial turf. Live bands and half time shows from all star games to the championship finals all need the wind beneath their wings. All marketing agencies commit penalties to try to get a spot at these opportunities and are willing to negotiate aggressively to get in the fray. Live event production companies such as In Depth Events are the backbone in keeping this tradition going and thriving – never wavering in their commitment to execute a flawless experience for the client and the consumer.

You can find our team of production experts at most major sporting events – and not just around the stadium! When a major sporting event comes to town, the opportunities to get one-on-one with consumers are almost limitless. New York will be filled to the brim with large corporations doing private events for their most valued customers at many venues all over the city. The NBA All-Star Jam will have basketball themed interactive displays all over New Orleans and all sponsored by major shoe and clothing manufacturers. Austin will be doing double duty this year with SXSW in March and the X-Games in June – which means Auditorium Shores will see huge amounts of traffic and people from all over the world will be enjoying the overall “Keep Austin Weird” vibe. In all of these cities, stages, audio systems, lighting rigs and bands will arrive days before the final event to attract consumers to brands.

So the next time you’re at an arena or coliseum, look around! Enjoy the experience in the hosting city, and allow yourself to be enveloped by the sports event marketing that continues to compete for your attention and at times rivals the sporting event itself. Fight on my fellow experiential enthusiasts!

I hope this blog has been informative for our event planner clients! For more information on In Depth Events and our event production capabilities, please Ask Us a Question today. We look forward to hearing from you and working with you on your event!

Image of Holiday Event Lighting at Exxon Mobil Headquarters

The Holiday Season and Live Events – The Perfect Marketing Match

The Holidays are here folks – whether you are ready or not! That means holiday themed live events across the country will be taking place to capitalize on the perfect marketing opportunity. Like aged cheese and vintage wine, the holidays and live events go extremely well together.

It’s All About the Live Events

From company Christmas parties to outdoor Holiday festivals – live event activity is featured this time of year! The most successful live events are great at creating that warm, nostalgic feeling we all crave especially around the holiday season. There’s no better way to accomplish this than by implementing rocking music and a live interactive stage production amping up the yuletide crowd, sending them into a frenzy of frankincense. In Depth Events has been there (and done that), creating magical moments for all while bringing products to the people in fun, creative and effective ways.

Understanding how to go about this can be tricky. You want to respect the true meaning of what holidays represent while hitting your key demographic numbers. Folks have to be entertained, while still being exposed to your promotional campaign. There is a fine line that needs to be traveled that does not overwhelm and offend the consumer. Make sure everyone is having a great time before introducing a product or service for consumption. A successful promotion has to be incorporated into the theme of the event.

Make Sure Your Event is Seen and Heard

Of course, using the best audio, staging and lighting company available is key to providing the most effective message. That’s where the experts at In Depth Events come in! Company Christmas parties will be booking entertainment and malls will be booking carolers and church choirs for their shoppers. In addition, tree lighting ceremonies, municipal festivals and 5k Holiday runs need the best possible production to make sure the message gets across to your attendees – even if the message is simply Happy Holidays!

So this is for all you marketing and event companies out there trying to spread holiday cheer to all the caroling consumers out there. Keep it genuine and intimate. Know that the holidays are actually sacred for many people and they don’t want to be nut cracked over the head with pushy and heartless Scrooges thinking only about the bottom line. Don’t forget to add some awesome live entertainment along with the essential fake snow in areas that don’t receive much precipitation. (Yep…our experts do that as well.) Happy Holidays – we’ll see you at the closest simulated North Pole!

Category: Specialty