THEME:
2008 starts out innocently enough—and then [insert menacing music here] it all changes. The banks, the auto industry, the housing market and, as a result, the entire economy blows up and falls out, driving marketers to look with more scrutiny than ever before at their spending (what’s left of it) and their strategies (if they have one). In just a matter of weeks, everything shifts forever toward more focused and leaner programs that make measurable results the key to the future health of the industry. As a result, of the events of this year, virtual and hybrid platforms become both viable and necessary. And using them to help prove the value of events, along with a rock-solid ROI strategy, becomes the imperative for all.

TREND:
Mall programs become more sophisticated than ever: Aquafina’s Drop of Wellness tour sets up a stylish spa-like footprint where consumers come in and relax while talking with a well-trained “personal trainer.” They can take a wellness quiz, and get tips on incorporating stretching and personal hydration.

TREND:
Oracle OpenWorld 2008 takes an “un-conference” approach, featuring attendee-driven experiences, a massive demo area, happy hours, and tons of networking.

CASE STUDY:
Ben & Jerry’s mixes activism and product promotion by kicking off a partnership with the Lennon Estate and nonprofit Peace One Day and restaging the Bed-In For Peace event in New York City. Media are invited onboard a branded glass box truck to sit on a bed that replicates Lennon’s and Ono’s, and conduct interviews.

CASE STUDY:
Lincoln Financial hosts concurrent annual conferences for two divisions with style and substance—professional script writers, actors, tech concepts that tap into attendees’ personal business sense and late-night talk show-style segments.