MOBILISING THE DIGITAL DIMENSION
TO ENHANCE AUDIENCE EXPERIENCE
In a world of ever more sophisticated messaging,
events have had to raise their game
just like any other communications tool.
Audiences expect more than
dull presentations and soggy sandwiches.
They want to share an ‘on-demand’ experience
alongside like-minded peers with whom
they can meaningfully connect.
But how do you achieve that? By ‘going digital’.
The digital dimension is at the heart
of our smart event approach.
It’s not an add-on, it’s an add-value.
We harness the power of responsive technology
to help participants engage as co-creators
of your event – before, during and after.
And by ‘after’, we mean leveraging
their multiplier potential so they can
spread your messages to an even wider audience.
These were the three guiding principles
we applied to the biggest event the EU organises:
The European Week of Regions and Cities.
4 days, 3 venues, 600 speakers, 200 journalists.
And an impressive 7.000 registered participants
from 58 countries eager to discuss the big themes
around sustainable and inclusive economic growth.
Quite a beast.
So how did we use technology
to enhance audience experience?
We developed a multi-tasking App.
Our nifty App had five distinct features that enabled the crowd to ‘own’ the event.
Real-time programme access (and a ‘push notification’ option
to keep track of live updates);
Click-friendly downloading of background docs and a media kit;
Seamless navigation inside and between venues
with interactive maps and floor plans;
User-friendly voting facility in debate sessions; and
Handy matchmaking feature so participants
could identify and meet potential strategic partners.
More than a third of participants used the App,
activating thousands of downloads
and sending more than 2.000 messages.
So we exploited that energy with a series of daily
Digital Reports – bite-sized multimedia packages
stuffed with quotes, thematic recaps,
key moments, photo reportage, tweet peaks,
infographics and more.
Disseminated through the App,
on social media, in emails to journalists,
and via the event website, our infotainment round-ups
empowered participants – at the click
of their Smartphones – to spread
content far and wide, boosting outreach
to an even larger stakeholder community.