THEME:
Personalization is the name of the game and event measurement has never been more important. Esports explodes with potential for experiential marketers as big brands put big bucks behind gaming and sponsor-ships in the space. Marketers crack the code on millennials’ obsession with nostalgia. And b-to-b mega shows like Oracle OpenWorld, transform the agenda by infusing more flexibility, wellness and networking into the experience. The industry reaches a state of maturity and potential like nothing seen before.

TREND:
Biometrics, a field that encompasses the measurement and statistical analysis of physical and behavioral characteristics, emerges as a potential game-changer in measurement. Brands begin leveraging the tech to gauge attendee emotion. Acura’s 90-second Mood Roads activation takes Sundance by storm, as participants are equipped with 30 biometric sensors that measure 24 integration points. Each attendee experiences a customized journey in real time as landscape, color, music and speed all change based on their mood.

TREND:
“Go big or go home” takes on new meaning as the tiny house trend grips the industry. First popular among homeowners looking to downsize or reduce their environmental footprint, the small homes vary in size from 100- to less than 500-square-feet. They’re quick and easy to build and transport—and brands take note. SPAM, NESTEA and Google are among those leveraging the trend for events ranging from sampling activations to tech showcases. Event marketers learn it’s a small world after all

CASE STUDY:
A total solar eclipse is on its way, and everyone wants to be where the sun doesn’t shine. The “Path of Totality,” where the eclipse will be most visible, is a 70-mile-wide swath across the U.S. Consumers and brands alike lose their minds. More than 100 parties, festivals and concerts are slated to celebrate the phenomenon, and brands lead the way, activating everything from virtual reality live streams of the skies to stargazing Solar eclipse viewing glasses sell out nationwide.

CASE STUDY:
It’s the end of an era. LEGO’s seven-year-old KidsFest program, which attracted more than a million attendees in the U.S. and Canada over the years and served as one of the industry’s longest-running experiential programs, comes to an end. Ever the experiential brand, LEGO says it is “careful not to fall in love with
an event just because it has always worked.” The brand’s World of Creativity tour is born shortly thereafter, ushering in a new era of kid-friendly events.