Business as Unusual: Shifting Live Events to Digital and Hybrid Experiences

The COVID-19 pandemic has changed the way marketers approach experience design. Successful experiences need to engage, be powerful and inspire action. A core framework helps address key elements such as agenda, content structure, production and interactive elements. A content narrative and digital design principles can be implemented to create compelling journeys for the audience.

Platform considerations are important when deciding between renting and owning an experience. Hybrid events with digital and virtual extensions are likely to be the first to come back. Designing with empathy, considering audience needs and maintaining relevance is key to success.

Unusual times call for unusual thinking and strategic engagements. By mapping out a plan and understanding goals, brands can create an event experience that goes beyond expectations.