We’ve seen a proliferation of online events since the onset of COVID-19. The experiences that stand out are interactive and trigger our senses. The team at AnyRoad has compiled over 200 virtual events and experiences and analyzed them for common characteristics to provide you with tactical insights. Michael O'Connell, VP of Marketing at AnyRoad has combined these insights with direct industry experience to develop experiential plays that you can use for your brand.

1. The Virtual Events Playbook
Insights from 200+ events and experiences
WEBINAR
Michael O’Connell
VP MARKETING

2. Leading brands
run experiential
with AnyRoad
#EXPERIENTIAL

3. Reopening will
be gradual
#EXPERIENTIAL
If restrictions were lifted on the advice of public health officials regarding
the following activities, how likely would you be to ...
Source: The Democracy Fund + U.C.L.A. Nationscape Project survey of
6,730 U.S. adults April 23–29 by the New York Times

4. People continue
to seek community
online
#EXPERIENTIAL

5. “Community is very important
to our customers. They want to share
and learn with other makers.”
– MARK COSBY, FMR. CEO
Source: The Michaels Companies Inc (MIK) Q3 2019 Earnings Call

6. #EXPERIENTIAL
Brand communities can meet this need

7. #EXPERIENTIAL
Brand communities can meet this need

8. Online experiences
are here to stay
Fulfill a need for connection/community
Diversify experiential marketing
Deliver high-quality, real-time content
when pre-recorded content abounds
Reach new audiences who are
unable to visit properties in person
Generate revenue, donations, or positive
PR during uncertain times

9. #EXPERIENTIAL
Brand communities can meet this need

10. #EXPERIENTIAL

11. #EXPERIENTIAL
BRAND ACTIVATION
Live concerts / Large-scale events
DEMOS
Virtual test drives
Personal fashion styling
TOURS / EXPERIENCES
Corporate events and experiences
Private tastings, tours, classes
Virtual showrooms
COMMUNITY
Group classes
Customer Advisory Boards
Where do online experiences fit in your strategy?
INFLUENCER / CELEBRITY
Unboxings
Celebrity classes
AMA (Ask Me Anything)
AWARENESS
CONSIDERATION
ADVOCACY

12. #EXPERIENTIAL
Experiences must trigger the senses

13. #EXPERIENTIAL
Experiences must trigger the senses

14. Embodied Cognition

15. Could you take a multi-sensory approach?
POLL
#EXPERIENTIAL

16. #EXPERIENTIAL
We must think like scientists

17. #EXPERIENTIAL
The Scientific Method

18. Insights from 200+ online
events and experiences
#EXPERIENTIAL

19. #EXPERIENTIAL
METHODOLOGY
Primary research
Social listening, Google search,
trade publications (e.g. Adweek)
Proprietary research
Aggregated insights across all AnyRoad
customers running online experience
ASSUMPTIONS & BIASES
● AnyRoad has a large customer footprint
in food & beverage and retail
● B2B examples were omitted for later analysis
● Emphasis placed on post-COVID experiences
About the research

20. #EXPERIENTIAL
Food & beverage
is leading the pack
#EXPERIENTIAL
Source: anyroad.link/online-ideas

21. #EXPERIENTIAL
Classes are the
preferred format
#EXPERIENTIAL
Source: anyroad.link/online-ideas

22. #EXPERIENTIAL
Instagram and
Zoom are
neck-and-neck
#EXPERIENTIAL
Source: anyroad.link/online-ideas

23. #EXPERIENTIAL
The majority of
online experiences
are free
#EXPERIENTIAL
Source: anyroad.link/online-ideas

24. #EXPERIENTIAL
Access our
complete list of
online experiences
#EXPERIENTIAL
Click here for our list
of 200+ online
events

25. #EXPERIENTIAL
Why check NPS prior to an experience?

26. Brand Conversion
#EXPERIENTIAL
Set based on pre and post
experience answers to the
same question:
“Based on your knowledge of the
brand, how likely are you to
recommend [BRAND] to a friend or
colleague?”
Your brand conversion rate
The % of people who were not
promoters who became
Promoters/Advocates after the
experience
41%
of attendees are
not promoters
37%
additional attendees
converted to
promoters
41%
37%
= 90%

27. Higher brand
conversion for IRL
experiences
#EXPERIENTIAL
Online experiences perform
well, but IRL experiences still
lead the way.
Source: AnyRoad product insights

28. #EXPERIENTIAL
The ‘Plays’
#EXPERIENTIAL

29. VIP wine tasting with networking breakout.
AUDIENCE 15 invite only VIP guests
HOSTS - Winemaker
- Sponsor host
- Moderator
ASSETS - Zoom + AnyRoad atHome
- Breakout room
- Direct mail home tasting gift set
GOAL SUCCESS METRIC
↑ Brand loyalty Brand conversion rate
↑ Intent to purchase Post-experience intent to purchase
PLAY 1 - PERSONALIZED EXPERIENCE
Exclusive Wine Tasting
#EXPERIENTIAL

30. PLAY 1 - PERSONALIZED EXPERIENCE
Exclusive Wine Tasting
#EXPERIENTIAL

31. Live streamed concert with celebrity performance
and exclusive backstage pass.
GOAL SUCCESS METRIC
Attract new segment % new to brand
↑ Intent to purchase Post-experience intent to purchase
#EXPERIENTIAL
AUDIENCE 100 invite-only backstage attendees (Zoom Webinar)
50,000+ main stage fans (YouTube Live)
HOSTS Moderator from brand + musician
ASSETS - Zoom + YouTube + AnyRoad atHome
- Souvenir poster mailer, curated playlist
PLAY 2 - LARGE SCALE ACTIVATION
Live Music with VIP
Backstage Passes

32. Zoom tip
#EXPERIENTIAL
PLAY 2 - LARGE SCALE ACTIVATION
LIVE MUSIC WITH VIP
BACKSTAGE PASSES

33. PLAY 2 - LARGE SCALE ACTIVATION
LIVE MUSIC WITH VIP BACKSTAGE EXPERIENCE
#EXPERIENTIAL

34. AUDIENCE General public, beginners, Pinterest enthusiasts
Up to 10 in store attendees per location
Capacity for 000’s online
HOSTS Celebrity Chef - In store studio
Studio moderator from brand
Distributed in store teaching assistants
ASSETS - Zoom + AnyRoad atHome
- Cake decorating kit add-on for purchase
GOAL SUCCESS METRIC
Attract new segment % new to brand
Create brand champions Brand conversion rate
Engage community NPS of current vs. new customers
PLAY 3 - HYBRID EXPERIENCE
Celebrity Baking Class
Zoom baking class suitable for adults
and kids, taught by celebrity chef.
#EXPERIENTIAL

35. PLAY 2 - LARGE SCALE ACTIVATION
CELEBRITY COOKING CLASS - ONLINE & IN-STORE
#EXPERIENTIAL

36. Which play was most relevant to you?
POLL
#EXPERIENTIAL

37. Four takeaways
1. ONLINE EXPERIENCES
ARE HERE TO STAY
If you’re not running
online experiences yet.
We recommend you
get started.
2. LEVERAGE
MULTISENSORY
Break through ‘Zoom
Fatigue’ with interactive
multisensory
experiences.
3. TEST & LEARN
Think like a scientist
and use data and
insights to constantly
iterate.
4. MATCH TECHNOLOGY
TO TACTIC
Choose the right medium
for your event based on
the scale.
#EXPERIENTIAL

38. Thank you.
experiences@anyroad.com
anyroad.com
#EXPERIENTIAL#EXPERIENTIAL

39. Check out our new Ebook
www.anyroad.com/virtual-event-playbook
#EXPERIENTIAL