In a world surrounded by digital distractions, the value of genuine human experiences has never been more profound. Experiential events, with their power to captivate, immerse, and inspire, have emerged as a focus for event planners who seek audience engagement. From immersive installations to engaging team activities, the landscape of experiential events is as diverse as the imaginations that conceive them.
Whether you're an event planner seeking inspiration, organising a corporate event, a film premier or an award ceremony, let’s unlock the secrets to creating experiential events that captivate audiences with real life examples.
What is an Experiential Event?
An experiential event is a type of event designed to create a memorable and interactive experience for attendees. Unlike traditional events where the focus may be solely on delivering information or entertainment, experiential events prioritise creating immersive experiences that resonate with attendees.
Experiential events can take on various formats, such as a themed gala dinners or workshop but they typically share key characteristics, including interactivity, storytelling, and personalisation, all aimed at creating memorable and engaging experiences for delegates.
Experiential event formats include:
- Creative concepts – These are innovative and unique ideas that form experiential events, they drive the overall design and execution of the event.
- Immersive design – Immersive environments fully engage attendees with details such as lighting, sound, décor and interactive elements.
- Interactive activities – Hands-on tasks that engage attendees and encourage interaction.
- Memorable experiences – The lasting impressions that experiential events aim to create for attendees.
Why are Experiential Events Effective?
While every event provides some level of experience, those intentionally crafted to be experiential offer more than the traditional corporate gathering. In experiential events, attendees actively participate. These immersive experiences are meticulously designed to stimulate the senses and create emotional responses from the audience.
Types of Experiential Events
There are many different types of experiential events, yet some lend themselves more towards experiential marketing which encourages attendees to take part in a brand experience in order to create an emotional relationship.
Example event types that could become experiential:
- Award Ceremony Events - Always include live entertainment such as music, comedy or theatrical acts to make your award ceremony experiential.
- Trade Shows & Exhibitions -VR headsets could allow delegates to interact with products.
- Product Launch Events -Interactive stations could showcase live demonstrations of the product or give delegates the option to test out the product for themselves
- Workshop Events - Include physical, in-person demonstrations or small group activities to encourage networking between delegates.
- Festivals & Live Entertainment Events -Create silent disco zones or meet and greet areas with performing artists.
- Brand Activation Events -Welcome guests with a branded or themed entrance to catch their attention immediately.
- Conferences & Summit Events -Offer photography opportunities such as photo booths or backdrops which increase social media traction and user-generated content.
10 Iconic Experiential Events to Inspire
ICC Belfast has curated the following list of iconic experiential events to help inspire event planners who want to provide their delegates with something unique and memorable.
Consider the unique experiential qualities of each of the following events, how they led to success and how you could apply these qualities to your own future planning process:
1. Game of Thrones Premiere
Experiential Event Type: Film Premiere
The Game of Thrones Premiere event hosted at ICC Belfast created an immersive and experiential experience for delegates as our specialist event production team created a state-of-the-art cinematic experience in the Main Auditorium. Working with Northern Ireland Screen and HBO over a 12-month period, the flexible venue spaces transformed the convention centre to bring the vision to life and leave an everlasting impression amongst the invited guests and fans of Game of Thrones.
Key Takeaway: Use blank spaces to your advantage. Create an environment which aligns with the theme of the event and pay particular attention to specific details including event design and venue décor.
2. IKEA Sleepover Event
Experiential Event Type: Immersive Brand Activation
IKEA is renowned for its distinctive and engaging in-store ambience. In 2011, they elevated the concept of experiential retailing by organising an IKEA Sleepover Event. This idea exemplified the brand's adeptness at harnessing social media to connect with its audience, originating from a Facebook group titled 'I wanna have a sleepover in IKEA'. From the group's 100,000 members, the furniture giant randomly selected the winners, granting them an unforgettable and entirely unparalleled experience.
Key Takeaway: By thinking outside the box and offering unconventional experiences, event planners can generate excitement, create positive associations, and leave a lasting impression.
3. Engage Attract Glow
Experiential Event Type: Hybrid Event
ICC Belfast partnered with Belfast City Council and Northern Ireland Chamber of Commerce and Industry for hybrid event Engage, Attract, Grow. This one-off, roundtable discussion was dedicated to exploring networking and communication in a hybrid world. Delegates experienced a multi-coloured, digital pixel themed backdrop to create a ‘hybrid wonderland’ that delivered maximum impact.
Key Takeaway: For hybrid events, innovation is paramount and the ambience set by room dressing is crucial for promoting creativity and leaving a lasting impression on attendees.
4. Adobe Creativity Conference 2023
Experiential Event Type: Interactive Conference Event
The world’s largest creativity conference, Adobe MAX 2023, brought together creators and marketers from across the globe. The event included major product releases, inspiring speakers and community inspiration and engagement. A ‘Creative Park’ explored four quadrants called Neighbourhoods, each associated with a creative discipline: video, photography, graphic design, and 3D. Designed to immerse attendees, each Neighborhood space allowed delegates to meet, explore, chill, and build connections.
Key Takeaway: Incorporating a range of immersive experiences and activities to an event can improve the overall attendee experience. By offering a variety, delegates have the option to engage with activities that resonate with them.
5. One Young World
Experiential Event Type: Interactive Workshops
Belfast extended a warm welcome to more than 2,000 delegates hailing from 190+ countries for the 13th annual One Young World Summit. Attendees immersed themselves in a dynamic four-day programme filled ith inspiring speeches, thought-provoking panels, networking sessions, and engaging workshops. Delegates looked into important topics in smaller groups as well as visiting exhibition stands in Hall 1 including the Tourism Northern Ireland stand which allowed delegates to use a virtual reality headset.
Key Takeaway: Think about Meeting Room spaces for group discussions as they allow for more private, intimate sessions. This engages delegates and allows them to debate issues and discuss topics they are most passionate about.
6. Barbie Launch Party
Experiential Event Type: Brand Activation
During the summer of 2023, Warner Bros' marketing team kicked into high gear to generate excitement for the blockbuster film 'Barbie'. Partnering with various brands, they orchestrated a campaign that propelled the movie to cultural phenomenon status. Notable activations included the opportunity to experience a real-life Barbie Dreamhouse and embark on themed boat cruises, further amplifying the film's allure. The campaign involved the use of AI technology such as the ‘Barbie Selfie Generator’ which allowed users to upload selfies and then create character posters and editable text options. Other AI techniques included Google pages turning pink when Barbie questions were searched online.
Key Takeaway: Don’t rest on your laurels – try everything. The efforts of the extensive and expensive marketing campaign for the Barbie movie paid off. Warner Bros. President of Global Marketing Josh Goldstine said in an interview
"We believed this brand had the opportunity to generate some exciting earned media. Some of the choices we made stimulated that. Then it did totally take on a life of its own.”
7. Digital DNA Awards
Experiential Event Type: Awards Ceremony
Following a two-year hiatus, the Digital DNA Awards returned in 2022 – bigger and better than ever. The stage production fully optimised branding opportunities while maintaining a balance that never detracted from the central content on the main stage. After the award ceremony, attendees enjoyed an immersive entertainment experience provided by YEOODJ, setting the stage for a lively and enjoyable atmosphere.
Key Takeaway: Infuse energy into your event with thrilling live entertainment that sustains the momentum and excitement for all attendees throughout the night.
8. Van Gogh Immersive Experience
Experiential Event Type: Immersive Exhibition Event
The Van Gogh Experience is an art exhibition featuring two-story, digital projections of the artist’s most compelling work. This immersive experience features multiple walkthrough rooms showcasing recreated Van Gogh artworks, supplemented with insightful commentary on his life experiences, diaries, and conversations with peers, friends, and family.
Key Takeaway: Immersive technology creates a multi-sensory environment that engages attendees. By integrating digital projections, audio, and interactive elements, event planners can improve the overall experience of their event.
9. Stena Sphere
Experiential Event Type: Collaborative Business Summit
Stena AB, the parent company of ferry company Stena Line, chose ICC Belfast as the host venue for their annual Stena Sphere Forum. Delegates enjoyed a unique environment which featured custom lighting, cardboard trees, live performances from traditional Irish dancers and rhythmic drumming. Typically used for registration, Riverside Foyer was reimagined for this event and was used for lunch service. Positioned overlooking the picturesque River Lagan, the setting perfectly complemented the locally sourced, sustainable cuisine provided by our catering partners, Hospitality Belfast.
Key Takeaway: Reimagine traditional spaces to bring event elements to life in a unique way.
10. Mozart Immersive Yoga
Experiential Event Type: Immersive Wellness Event
Since 2023, a Mozart Immersive Exhibit has been enchanting guests at the Lighthouse Artspace venue. Delving into the world of Mozart, visitors have the opportunity to immerse themselves in an otherworldly display of light and music spanning nine scenes, featuring striking visuals and showcasing several of the esteemed composer's most celebrated works.The event combines yoga with the sound of Mozart’s music as well as incorporating light and animated imagery of the classical period, creating an immersive atmosphere.
Key Takeaway: Through the amalgamation of diverse sensory components, you have the ability to craft a comprehensive experience for visitors.
Tips for Hosting Experiential Events
Are you in the process of planning and hosting your next experiential event? Follow ICC Belfast's top recommendations for planning and hosting an experiential event:
- Define your goals and objectives - Clearly outlining goals and objectives is crucial as it provides a roadmap for any event.
- Know your audience - Understanding your audience is fundamental for organising an event that resonates with them. Conduct thorough research to identify their demographics, interests, preferences, and pain points.
- Think creatively - Creativity is key to making your event memorable and engaging. Whether it's incorporating interactive elements, experiential activities, or themed environments, thinking outside the box will leave an impression.
- Make the most of technology – Utilise technology for increased attendee interaction. For example, utilising AI will help create immersive brand activations.
Plan an Experiential Event with ICC Belfast
ICC Belfast is the ideal venue for hosting your next experiential event. With its versatile spaces and cutting-edge technology, ICC Belfast offers event planners the flexibility to create immersive and interactive experiences that captivate delegates.
From creating a bold impact when delegates arrive, to ensuring all attendees are all connected throughout the event, ICC Belfast's event production is world-class.
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