Facebook Activates a Festival-Themed Virtual Experience for its Internal GMS Summit

Posted on by Chief Marketer Staff

Producing a virtual event that incorporates fresh themes and engagement tactics during the pandemic is a challenge. So when Facebook held its annual internal event, the GMS Summit, it needed to shake things up a bit. The brand accomplished this through using a festival-style format, concise content delivery, out-of-the-box audio and community building activities to achieve a high level of engagement, according to a piece in Event Marketer.

Festival-style Format. The event’s platform mimicked an in-person experience that attendees typically experience at music festivals. Elements and touchpoints included help tents, main stage signage and an activity field as well as digital posters, maps, tickets, wristbands and dedicated spaces to socialize.

Concise Content Delivery. Leveraging lessons learned from the dozens of virtual events it created in the past year, Facebook settled on 15 minute-sessions that included b-roll, sound design, soundtracks and more.

Out-of-the-Box Audio. Facebook enhanced the event’s accessibility by creating audio sessions on the go and allowing speakers to present content in their native languages along with subtitles.

Community Building. The brand incorporated a social good campaign that invited attendees to run, walk or bike for a cause, with miles tallied equaling a donation to support pandemic relief.

For more detail on Facebook’s GMS Summit, read on in Event Marketer.

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