There’s No Such Thing As A Crap Event, Just Bored Guests

There’s No Such Thing As A Crap Event, Just Bored Guests
SHARE
THIS



So you went to this party for this brand. And it sucked. The food was terrible, there was no booze and everyone just stood around staring at their screens waiting for the CEO to step up and make some speech.

However, while on the outside the PR rep may be looking on in horror at the silent room and blank faces, creative and Gruen Transfer panellist, Carolyn Miller, says that even crap events can still resonate with consumers.

“Even bad events, you still feel like someone has made an effort and invited me. You can’t help but like that someone invited me to something and you make the effort to go to,” she said, speaking at the Asia-Pacific Incentives and Meetings Expo currently running in Melbourne.

“And you can only get better from there.”

There are some brands out there though who have such a strong affinity with their demographic that it would be hard to be a rubbish an event.

There are only a few brands in the world that resonate so strongly with their market that consumers will wait for hours on end for a product experience.

Take the number of people rugged-up and huddled together in sleeping bags overnight, almost weeing themselves in eager anticipating of the latest Apple iPhone. Or those diehard fans who would queue for four hours to sit in a replica of the Game of Thrones’ throne in Sydney.

“A product is a thing, it’s a physical thing,” Miller said. “The brand is something that actually lives in your heart.”

When the Iron Throne came to Sydney, the queue was ridiculous. Even though the seat wasn’t the exact one used in the show, people still lined up because they love the show and the brand. And people wanted to create content for the brand, posing as a king or queen to post the picture on social media. So while fans were pretty keen on the Throne, they were keen on it because they loved the brand and what it represented.

One of the reasons these types of experiences generate such a lot of chatter among people is because of how they interact with each other and can participate, says Miller, so the opposite of the shit party.

The Apple fanatics all have something in common as they try and find a soft bit of ground in their sleeping bags, as do the Game of Thrones enthusiasts, who share their excitement and have people take their photo on the Throne.

“If you think about a great party that you go to… it’s not the destination that made it, the reason it was a fantastic night was because the people you were with made it fantastic.

“So in the event process, what are you doing to facilitate a great time between people?” Miller asked the audience. “And it can’t be forced, it has to be natural.”

Please login with linkedin to comment

Advertising Standards Bureau Lauren Joyce

Latest News

Women In Print Starts New Chapter & Finds New Home
  • Media

Women In Print Starts New Chapter & Finds New Home

Women in Print has re-launched itself this week to take on the year, and future ahead. A refreshed brand, website, calendar and team are leading the way with Women in Print also announcing a new partnership with The Real Media Collective. A new look, new management and new focus – Community, Knowledge, Network and Support […]

Emotive Partners With YouTube And The United Nations
  • Media

Emotive Partners With YouTube And The United Nations

Creative agency, Emotive, and Good Oil Films, is partnering with YouTube and the United Nations to raise awareness around the importance of quality education, which forms part of the UN’s Global Goals for sustainable development.

ScoMo Rules Out TikTok Ban
  • Technology

ScoMo Rules Out TikTok Ban

ScoMo rules out TikTok ban, as Albo releases his latest unicorn, fairy dance video complete with cascading rainbows.

by B&T Magazine

B&T Magazine
Outdoor Industry Unites For Global #OurSecondChance Campaign
  • Campaigns
  • Media

Outdoor Industry Unites For Global #OurSecondChance Campaign

The global Out of Home (OOH) industry has today launched a campaign #OurSecondChance. The campaign asks simple questions about how we can make the most of the positive opportunities that have arisen out of the pandemic. Broadcast on OOH signs around the globe #OurSecondChance is collaboration between World Out of Home Organisation (WOO) and the […]

batyr & UM Take ‘Run For The Herd’ Virtual
  • Campaigns

batyr & UM Take ‘Run For The Herd’ Virtual

With the COVID-19 crisis affecting all crowd-based activities, youth mental-health charity batyr has devised the first-ever Run for the Herd Virtual Festival partnering with media business UM to bring the virtual event to life.  With the City2Surf event in Sydney, normally a big fund-raising opportunity for batyr, postponed this year, batyr has created a virtual event and with the support of UM are encouraging […]

QMS Sport Rebrands As Media Tech
  • Media

QMS Sport Rebrands As Media Tech

Following QMS’ acquisition of TLA Worldwide (Aust) last year, QMS Sport has today announced it will transition to the TLA brand and formally become a business unit of TLA. ‘Media Tech’ is officially the new name for what was formally known as QMS Sport, and will operate alongside TLA’s existing business units that span the […]