I attended two events on the one day this week that reminded me in no uncertain terms just how important face-to-face interaction is from a branding and marketing perspective.
Why is this important?
With all the talk focused around digital media and the social web (and yes, I push that line as hard as anyone), it's always heartening to see how powerful event-based activity still is (indeed, with social media in the mix, it's even more important than ever).
Formula One roars into Federation Square
First up was on Thursday when Shell Australia staged an event in Federation Square to welcome Ferrari's Formula One star driver Fernando Alonso to Melbourne.
Having the public attend the event gave it extra buzz and excitement. The media's involvement too ensured the event (and the brands involved) gained an even broader audience, while Twitter added a real-time dimension to proceedings.
(DISCLOSURE: I work for Edelman, Shell is our client and we were involved in helping to stage the public media event).
PIC: The Shell-Ferrari event: Fernando Alonso is surrounded by TV cameras while driving a hi-tech training simulator in Federation Square.
Twestival Melbourne
Second event for the day was Melbourne's contribution to the global Twestival initiative.
The event was to raise funds for (and awareness of) STREAT, a Melbourne-based social enterprise helping homeless youth transition to the workforce through work on its food cart in Federation Square and coffee cart in Melbourne Central.
This event was all about 'connecting for a cause' - this is something social media and Twitter in particular excels at: deepening the intensity of connection people have for a brand, cause or issue.
As one of the organisers (the "addictive and consuming" @Jeroxie) wrote in her popular blog following the Twestival event:
"A small and tight group of people turned up and we raised a total of $6705. The event was a success. People hung around. People ate. People drank. People talked. People laughed. People tweeted."
Well done to all those involved - 'twas a fun evening indeed! (Check out video below, courtesy of @1000_LUX)
Bottom line folks - when done well events and experiential activity help bring brands to life: they bring people together and deepen their connection with a particular company, organisation, cause or issue.
Importantly, they give people a reason to talk positively about your brand, and isn't that what we're all after at the end of the day?
Twestival Melbourne - STREAT (Same Day Edit) from 1000 LUX on Vimeo.
