Festivals & Fan Cons
What We Learned About Hybrid Events From Two Weekends of Essence Fest
Surprise content, concierge service and a sense of place and mission—these were among the elements that led to the success of the Essence Festival of Culture, which took place as a hybrid event over two weekends, June 25 to 27 and July 2 to 4. The hybrid gathering combined elements of Essence magazine’s wildly popular...
ComplexLand 2.0: How Complex Networks Engaged Streetwear Fans with a Gamified 3D Platform
ComplexCon is a tentpole event for Complex Networks that attracts nearly 60,000 rabid streetwear fans each year, so when COVID shut down the in-person festival in 2020, cancelling altogether wasn’t an option. But the resulting pivot to digital needed to go far beyond Zoom calls and flash sales to appeal to the event’s young, discerning...
FX Tackles the Challenge of Immersive Digital Engagement for Comic-Con@Home
FX was in the midst of planning its seventh year activating outside the convention center at Comic-Con International: San Diego when COVID-19 struck. With the convention shifting to digital as Comic-Con@Home, FX formulated a program that would honor the things fans love about the network’s in-person activation with immersive and interactive elements. “We approached it...
Study: Consumers are Willing to Travel 500 Miles for Fan-centric Experiences
It’s hard to believe it, but festival season will be here before you know it. From Coachella to Bonnaroo to CMA Fest to Governors Ball to the slate of brand-owned properties cropping up, the music festival sponsorship space shows no signs of slowing down. To give you a leg up on your fan activation strategies,...