Let's be honest, event marketing can be very formulaic and innovation within the industry doesn't come in abundance. When I was asked by the PPA to do a session on innovation in events it was a great opportunity to talk about some of the guys who I feel are pushing the boundaries and adding a fresh angle to events and how we approach them. So here goes... 

1. Money 20/20: The power of video

With 40,000+ youtube hits to date this definitely generated a stir ... and in an industry that is traditionally seen as "conventional" and a bit "stiff" this was a very bold and almost risky tactic. Granted, it's not to everyone's taste but it lends itself to a great viral and memorable campaign. Hard to know what the results were in terms of uplift in sales but surely achieved a digital footprint in terms of branding and awareness. They used sponsors, vendors and staff in the video which is a great way to get buy-in and excitement for the concept and ultimately the event. Credit to these guys for doing something different!