FMBE 2020 – guide to the finalists
Category J: Immersive Events (Controlled Audience)
This year the awards are being presented in online broadcast interviews with the finalists. The result of this category will be presented and revealed online in discussion with the finalists on Friday 29th January from 14.10 to 14.25, and broadcast on Facebook Live at https://www.facebook.com/fmbemag
What we love about the category
The challenge of pleasing either a captive audience or a demanding fanbase with a meaningful and engaging brand experience has been a steadily growing one. The category is a ‘watch this space’ one as the increased pace of development in online and digital engagement challenges these events to justify a live hosting budget. The four finalists were the ones that persuaded our judges that live immersive events like these deserve to be quick to return post-COVID by giving the brand something that online cannot.
What our judges love about this year’s finalists
Blue Square – Samsung Electronics
A live event series for an audience that naturally gravitates online. Proof was provided here that when technology product training has the opportunity to mix it socially, very valuable engagements are made.
Circle – Death Stranding
A live event for an audience that naturally gravitates online. This brave activity showed the huge enthusiasm for real life game-themed experiences amongst the fanbase of superstar game designer Hideo Kojima.
DRPG and Motiv8 International – Hyundai
The agency team behind this entry are known experts in this category. In this instance the core requirement is to give car dealers a truly memorable test drive and sales training event, by adding layers of engagement that involved everyone attending whilst reinforcing the ways to champion the i10.
N2O – Coca-Cola European Partners
The chance that this event provided for CCEP field sales teams to touch, taste and smell and discuss product showed engagement and involvement that championed each brand successively and showed the power of social interaction.