Visionary has been in the business of experiential marketing for over 13 years and focuses on creating human-focused experiences to connect brands with their audiences. The agency produces everything from trade shows and conferences to launch events and large-scale immersive environments.
Like the rest of the industry, Visionary has had to manage the circumstances of the past 18 months and has continued to embrace digital opportunities to engage audiences even as in-person events return.
Visionary co-founder and CEO Brian Diamond recently spoke to XLIVE about how experiences and consumer/fan expectations are changing in a post-pandemic world, and how the agency has been adapting.
XLIVE: What has the last year looked like for you? How did you adapt?
Brian Diamond: We took the last year as an opportunity to expand our holistic offerings, continuing to produce physical experiences for clients, while also embracing virtual/digital events. In terms of the physical, we found ourselves in a unique situation where we were creating in-person events that catered to limited physical attendees, while being broadcast for larger audiences. As an example of this, we produced the Triller Fight Club event, which featured live sports, concert performances, and celebrity-hosted segments — all to be aired on pay-per-view.
As for digital, we worked closely with our clients to conceive experiences that would keep things uniquely human, with connective touches to ensure audiences never felt like they were just ‘staring at a screen.’ We achieved widespread audience engagement through the creation of an interactive premiere for Netflix’s Blackpink music documentary, where we invited participants to visit a custom microsite and take a themed quiz that drove them directly to platform — while identifying which member of the K-pop group lines up with their personality. We even found ways to implement physical elements into our digital experiences, as was the case in a second collaboration with Netflix where we created a family-friendly physical survival kit (and digital activity workbook) to be explored/unboxed in conjunction with the streaming service’s interactive film Animals On The Loose: A You vs. Wild Movie.
XL: How have the experiences that you’re creating changed since the pandemic? Are you exploring hybrid options?
BD: The experiences we’re creating are certainly not going to be the same moving forward, and we’ve already been implementing new practices that make sense in a post-Covid world. On a surface level, we are (of course) incorporating new safety protocols, providing opportunities for clients to integrate safety measures based on their company policies as well as local guidance/regulations.
We’re also being additionally mindful of attendance levels, and incorporating interactive elements that do not rely solely on touch — depending on client comfort levels. In terms of technology, and whether or not we’ll be exploring hybrid events, the answer is yes, we will be much more attuned to these avenues when conceiving experiences moving forward. During the pandemic, we’ve seen the compelling things that you can do with remote experiences — from themed mailer packages to gamified activations to live-streams being housed within innovative digital spaces. It’s been thrilling to explore these areas, and even in a world where we’re working consistently in physical environments, we’re going to be ideating around complementary opportunities simply because they are very exciting.
XL: What trends have you been seeing when it comes to consumer/attendee expectations?
BD: It’s all about those opportunities for human connections. After being stuck inside, away from each other for such a long time, there’s a collective desire to be around other people and interact with one another. Consumers are willing (and eager) to get back out there, and the brands that can offer them an opportunity to enjoy a compelling shared experience where they can actively participate alongside friends and likeminded attendees will be poised for success.
Along with connections, consumers are ready to feel a sense of normalcy. Everyone’s trying to strike that balance of implementing appropriate safety protocols while ensuring that none of it gets in the way of the flow (and fun) of the experience itself. Brands should always be putting the attendees first, getting creative and doing everything possible to make it all feel natural — how it used to feel — even if we are checking temperatures and perhaps still wearing those masks...
XL: How are you handling Covid protocols at events?
BD: We have created exhaustive Covid protocols that encompass best practices for all
aspects of event safety. A key component of implementing effective Covid safety is check-in, which we’ve been addressing in multiple ways. In terms of ticketing and RSVPs, we’re doing it all digital, utilizing methods such as QR codes scanned by staff at arrivals to make for a contactless check-in experience. Where necessary, we’ve also been separating staff from guests with plexiglass, and setting up decals on the floor indicating safe distances between queued guests. We’re also staggering arrival times (where it makes sense) to help prevent overcrowding.
In terms of vaccinations, this is a fluid situation, and we are actively following the science and local guidance/regulations as we implement protocols regarding whether or not proof of vaccinations are required to enter our events. Safety of our staff, clients, and attendees is paramount, and literally every day we are reviewing the latest pertinent information in an effort to make sure we are being responsible and respectful of everyone involved.