How brands can harness fan frenzy at virtual concerts
Contrary to conventional wisdom, the ROI on virtual events is poised to skyrocket post COVID.
Let’s check out what Astro’s up to on this score with its first 360º Virtual Interactive Concert in Malaysia!
Their coming Big Stage event (third season next month) means LED studio walls in a 360º arena for a complete immersion experience and audience seats are taken over by their faces on gadgets in video.
… with over 21.9mil digital views and 3.5mil fans watching online on Gempak’s IG, brands were able to showcase their products to a 5.7mil audience…
By moving your smart device, you can look into every corner and achieve the full effect of the 360 degree experience. The marketing opportunities for brands have literally taken on a “new dimension”.
Perodua used this event to launch Axia targeting Gen Z consumers last year, in a campaign that was applauded by leading marketers in Malaysia and it won at the APPIES awards 2020 for Consumer Durables.
The phenomenon had over 21.9mil digital views and 3.5mil fans watching online on Gempak’s IG, and brands were able to showcase their products to a 5.7mil audience through brand integration across an entire media ecosystem – TV, Digital & On-ground, and this trended on Twitter and YouTube Malaysia for 8 weeks.
Car registrations volume for the Axia exceeded by +79% and were overbooked midway into their campaign! Their website had a 710% spike in traffic while online searches for the car jumped by 78%.
More brands want Gen-Zs now
Hosted by Sherry Alhadad and Alif Satar, the show is a reality singing competition for upcoming Budak-Budak Baru Nak Up (BBBNU) social media stars.
While Vivo, Perodua, Farm Fresh Milk Malaysia and Hotlink were last year’s sponsors, quite a few brands are now looking at this LIVE virtual interactive 360 degree experience to increase fan engagement and elevate the at-home experience.
Perfect example of technology powering brand partnerships with new possibilites.
According to a survey by The 614 Group two weeks ago, 51% of marketing professionals expect virtual events to stay.