22 Event Marketing Examples & Trends for Your Strategy

Event marketing trends have shifted dramatically in recent years. First, B2B events moved online. Then, hosts and attendees alike began to seek out in-person events. Now, the market seems to have landed somewhere in between.

According to Forrester data, 59% of event organizers report that virtual events are here to stay and are now an integral part of their event strategy. For many event planners, hybrid events capture the best of both worlds. In fact, Skift Meetings reports that 70% of events now have a hybrid format.

So, how can you adapt to these changes and host more engaging hybrid or virtual events? In this article, we explore 22 different event marketing examples and trends for 2025 to help you build a successful event marketing program.

Is event marketing the same as experiential marketing?

No, event marketing isn’t quite the same as experiential marketing. Event marketing is a way to promote your products or services by organizing in-person or online engagement at a specific time or date. This could be anything from a five-day in-person conference to a webinar marketing event.

Experiential marketing is an immersive type of event marketing that invites customers to engage directly with your brand and create memorable experiences. You can use it as part of an overall event marketing strategy to launch products, build brand awareness, and move prospects through the engagement funnel.

12 Examples of event marketing to spark ideas

From trade shows to thought leadership events, there are many different event marketing tools and formats to consider for your next marketing campaign. Here are some of the most successful, with 12 real-life examples.

Experiential marketing examples

The objective of experiential marketing is to immerse consumers in a live experience. Experiential events aim to inspire attendees to share their experience with others via word of mouth.

1. 29 Rooms with Refinery29

Refinery29 is a digital media and entertainment website for young women that has seen huge success with its 29 Rooms events. Self-described as a “funhouse of style, culture, and creativity,” 29 Rooms is a festival structured around a series of interactive spaces with different themes that people can explore.

Each room has unique activities and designs that draw huge crowds and inspire people (especially influencers) to create user-generated content. In an interview, Refinery29 said the experience had “become a physical manifestation of the Refinery29 brand.” It’s branded, but in a subtle way, using the themes of each room to reflect the interests of the target audience.

2. Cheetos Hands-Free House

The Hands-Free House at SXSW 2020 is a fun example of an experiential pop-up, or a temporary marketing event. This super interactive event attracted plenty of media coverage and social media engagement.

Playing off the fact that Cheetos leave your hands covered in orange dust (aka Cheetle), the brand jokingly suggested it was responsible for the rise in hands-free technology. The House was dubbed ‘Cheetle-on-the-fingers-friendly’, and each element was creatively designed with hands-free entry, smudge-free remote controls, and virtual assistant technology.

Virtual summit examples

A virtual summit is an online gathering of business leaders, industry experts, and speakers discussing a specific topic. Since participants don't attend in person, they can join from any convenient location with an internet connection. Making events more accessible can drive attendance rates and boost attendee satisfaction.

3. Agorapulse Agency Summit

Agorapulse is a social media management tool that hosts Agency Summit, an online-only marketing event. Aimed at digital marketing agencies, the event includes live keynote speakers, workshops, and networking events.

What makes this example so successful is that it embraces the online event format while working hard to provide a human touch. The organizers place a strong emphasis on interactivity and networking, two elements that can be forgotten at virtual events. The event emphasizes:

• Meeting and chatting with peers
• Live Q&As
• Virtual vendor booths
• 1:1 speed networking

Pro tip: if you’re thinking about entering the world of virtual event marketing, make sure you’ve got an online event platform like Livestorm that enables interactivity through live polling, question upvoting, and breakout rooms.

4. Adobe Summit

Adobe, the creators of popular creative software like Photoshop, went fully virtual for the 2022 edition of the Adobe Summit. Catered toward digital businesses, the summit went the extra mile to include interactive elements in over 200 sessions with training workshops and virtual learning opportunities.

The event was a huge success with over 100,000 people in attendance. The Adobe team used a smart mixture of quality speakers from high-profile brands and ‘Sneaks’—sessions that tease future Adobe products and features. Throughout the event, Adobe provided clear takeaways and value for attendees but had plenty of opportunities to promote the brand.

Webinar examples

A webinar involves a live or on-demand online video presentation with supporting resources. Live webinars should engage attendees and answer audience questions (that is, if you follow webinar best practices). Think of webinars as the Swiss Army knives of the event marketing world, providing an easy and flexible way to reach customers with valuable content.

5. Livestorm & Mention

Livestorm is a video conferencing platform that regularly hosts webinars to help marketing teams improve their online events. We joined forces with Mention, a social listening web app, to offer a webinar on creating an event plan to engage your audience on social media before, during, and after an online event.

Partnering with another brand is a great way to increase your audience reach and double up on the value provided. This webinar was packed full of useful tips and advice for promoting events and capturing attendees' attention.

We practiced what we preached, making sure the audience had a chance to interact during the Q&A session and that the recording was available on-demand after the live event was over.

Deminar examples

Deminars are a new event marketing trend that combines a webinar format with a product demonstration. They offer an advantage over traditional in-person product demos because deminars are less time-consuming and cheaper to set up and run.

6. SurveyMonkey

SurveyMonkey is an experience management company that provides businesses with survey data about customers and employees. Its various marketing efforts have attracted 17.5 million active users.

The enterprise-level subscription plan requires potential customers to sign up for an online product demos. For a limited time, the company incentivized signups by offering free Fitbits.

This was a great incentive for prospects and a smart way to boost attendance. Plus the registration page is clear about what attendees will learn during the deminar, while the demo format allows face-to-face interaction between sales teams and prospects.

7. Notion

Notion is a workspace platform that helps teams manage their knowledge and data. The company runs regular deminar events that show off the software and provide tips on best practices. Each demo includes a Q&A session that invites attendees to interact with presenters and ask follow-up questions.

Since each deminar only lasts 30 minutes, they’re cost-effective for the company and less demanding for busy attendees. The countdown timer on the event landing page helps to create a sense of urgency, and registration via a Google account makes signups easier.

Workshop examples

Workshops allow attendees to gain hands-on experience with a niche or industry-specific subject matter. They’re an effective event marketing play for audiences seeking to improve their skills and learn ways to work more efficiently.

8. Asana Boot Camp

Asana is a project management tool that offers workshop boot camps via its partnership with Branding Bear. They're interactive events designed to help users get more out of the software.

This online workshop has a clear value proposition—to improve the user experience and increase work efficiency—and offers a great way for Asana to directly engage with customers. The registration page also does a good job of digging into customer pain points, which helps boost attendance.

9. HubSpot New Sales Enablement Office Hour

HubSpot is a customer relationship management (CRM) platform that offers regular workshop events for sales leaders. The New Sales Enablement Office Hour event is centered around answering users’ questions about both the industry and the platform.

It also covers HubSpot platform updates and news. This means HubSpot provides a high-value interactive experience for attendees while heightening brand engagement at the same time.

HubSpot prioritizes audience interests and emphasizes the interactive component by asking attendees to post their questions in the discussion group before the event begins.

Conference examples

Conferences are large-scale multi-day meetings for people with a shared interest or agenda. Because they often attract large audiences, they're the ideal event to promote your brand as a thought leader in the industry.

10. Google I/O

Google I/O is an annual virtual conference for developers hosted by Google. In 2021, the conference created an entirely new digital experience by gamifying the event with an I/O Adventure.

Attendees could enter an entirely virtual world to talk with Google and other developers, watch Google product demos, and earn badges. There were also:

• Keynote speakers
• New product announcements
• Technical sessions
• Q&A sessions
• Meetups and networking opportunities

Google live streamed all of the sessions kept things interactive for attendees.

Product launch examples

A product launch event is the big unveiling of your new offering to the market and the media. It offers a massive opportunity to build interest, increase brand awareness, and drive sales.

11. HTC Vive XR Suite

HTC is a mobile phone company that also creates virtual reality (VR) headsets. In 2020 the company held a virtual event to launch Vive XR Suite, a VR software program designed to increase office productivity for remote work.

The clever twist here is that HTC used VR technology to launch the product. The event happened on HTC's Vive Sessions app, a VR app used for virtual meetings in a VR space.  Attendees joined in from around the world as avatars.

According to Grand View Research, the metaverse industry is expected to grow to $679 billion by 2030, meaning more events could take place in virtual worlds like this one.

12. VanMoof

VanMoof is a Dutch electric bicycle company that had been working on the launch of a new S3 series of e-bikes when the pandemic hit. Instead of hosting an in-person event, the company decided to press ahead and launch the product online.

Rather than trying to replicate an in-person event, VanMoof leaned on the high-tech nature of the product and created an interactive virtual event. The launch included audiovisual material, interactive 3D experiences, and a live online audience.

VanMoof also made sure to create an opportunity for attendees to chat and get to know each other before the launch as well as a Q&A section at the end. And the results paid off with:

• More than 6,000 people tuning in
• Over 2,000 questions asked
• More than 4,400 bikes bought within 24 hours
• A 20% increase in sales

10 Event marketing trends to look out for

One of the fastest growing event marketing trends is experiential marketing campaigns, aka face-to-face gatherings that create memorable, emotional connections with your target audience. But there are many more trends to discover.

Trend #1: Seamless hybrid events

Today's audiences are pretty comfortable attending online events. But we’re also seeing a desire to return to in-person conferences and trade shows. In fact, according to a study by Emerald, attendees now want a hybrid model that combines the best features of in-person and virtual events.

Forrester's B2B Summit North America is an annual event for B2B marketers and sales teams to learn, share ideas, and improve their business strategies. In 2022 the summit went hybrid, offering breakouts, networking opportunities, and keynotes for all participants, whether attended in person or online.

Attendees received a guided platform orientation to help them navigate the event, and a virtual sponsorship marketplace supported further digital marketing engagement. It was so successful that Forrester aims to keep the hybrid format.

It’s becoming best practice for virtual conferences and in-person trade shows to take a hybrid approach. That’s because giving people more choice about how to attend can hugely amplify your reach and increase attendance.

Trend #2: Immersive technology

The popularity of immersive technologies like VR and augmented reality (AR) continues to grow. During London Fashion Week, Topshop set up an event that used VR to allow virtual attendance to their AW14 show. Customers who couldn’t see the show in person could get a front-row virtual seat alongside celebrity attendees.

When you use technology to welcome attendees into a virtual world, you give them more opportunities to participate. Plus, this tech can help you host more engaging virtual events. For example, you could take inspiration from Topshop and use immersive technologies to create a more hands-on experience for potential customers during product demos and deminars.

Trend #3: Environmentally sustainable events

Many people are becoming more aware of their impact on the environment, causing them to look for ways to reduce their carbon footprints. A 2022 survey by IBM found that over half (51%) of respondents say environmental sustainability was more important to them than it was one year prior.

To show you share your customers’ concerns, you’ll need to make your events more eco-friendly. In 2020, the Tokyo Olympics showed off its green credentials by:

• Recycling 62% of all waste generated
• Reusing discarded electronic devices to create the athletes’ medals
• Building the podiums using 24.5 tons of used plastic
• Constructing the village plaza using timber borrowed from local districts and returning it after
• Using 475 electric vehicles for transportation

During your next event marketing campaign, aim to reduce your environmental impact by, for example, using only LED lighting. You could also make your event fully or partially virtual to cut down on waste caused by decorations and catering, as well as emissions caused by commuting. Show off your green credentials when you promote the event to attract attention from like-minded sponsors and attendees.

Trend #4: Gamification

One of our favorite event marketing strategies is gamification, which is the concept of using game design elements outside of game contexts. It’s set to be a big deal for marketers in the coming years. According to MarketsandMarkets, in 2020 the gamification market was worth $9.1 billion and is predicted to reach $30.7 billion by 2025.

Docker is a software platform that enables developers to create and test apps across different operating systems. For a recent edition of DockerCon, the company created a live video game called Docker Dash. It saw 5,000 attendees enlisted as “players” to create an app together by solving a set of interactive challenges inside the game.

Each challenge in Docker Dash saw attendees engaging with a specific feature of Docker's product to complete their app. It was an inventive and fun way to show attendees what Docker is capable of. It also attracted a lot of attention on social media, which increased brand awareness outside of the event itself.

Gamification creates memorable experiences as well as a chance to show off your product and build buzz online. The concept isn’t limited to in-person events either. Event marketer can just as easily use challenges, video games, and other gamification formats in digital events.

Trend #5: User-generated content (UGC)

Think of someone going to a store and posting a selfie to show off the decor. Or someone buying an item of clothing and gushing about it on social media. That’s user-generated content (UGC), a growing event marketing tactic to consider using in your next campaign.

The annual SXSW conference, which covers tech, film, and music, uses live event technology that shows UGC happening in real time at every event. Attendees are encouraged to take photos of themselves at the event and post them online with a hashtag. SXSW collects all these photos and displays them on a giant screen, creating buzz online and encouraging more in-person engagement.

UGC is a powerful event marketing tool because it results in content that doesn't appear salesy or promotional. According to a report by Tint, 78% of consumers feel they can tell when a brand is advertising to them. And they’re more likely to search for real customer testimonials before making a purchase. So, if your brand-loyal customers are out there creating UGC, you can bet it’ll build trust and attract more sales.

Trend #6: Values-based marketing

Values-based marketing is about appealing to consumer values and ethics rather than simply focusing on your products and services. An example of this in action is Representation Matters, a virtual conference by Salesforce. The event platformed speakers from Black, Latinx, and Indigenous communities that are normally underrepresented in technology and society.

People expect brands to show awareness of social issues, and that expectation is only going to continue in 2025 and beyond. According to research by Edelman, 58% of customers now say they’ll buy from or support brands according to their beliefs and values. Representation Matters achieved amazing virtual event metrics, including 1.2 million attendees, because it showed commitment to the social values that are important to its audience.

Trend #7: Strategic brand partnerships

Strategic brand partnerships happen when two or more companies join forces on event or content marketing materials to enhance the reach of both. Think Lego working with Star Wars or Starbucks with Spotify.

For a simple, low-cost example, let’s look at the partnership between Wienerpawlooza and Longboi. When the organizers of Wienerpawlooza, a dog festival, spotted a photobooth backdrop created by Lonboi, a dachshund clothing brand, they knew they needed it for their next event.

This marketing strategy was a no-brainer for both parties. Wienerpawlooza saved money on creating new backdrops, and Longboi got free publicity among festival goers. At future events, you can apply the same principle for a mutually beneficial strategy that lifts up both brands.

Trend #8: Quality over quantity

Attendees continue to show a preference for quality content and social engagements over long events with lots of sessions. A 2022 study from Emerald found that businesses, event planners, and attendees all prioritize the quality of the contacts they gained and the level of engagement beyond the events themselves.

Microsoft holds a series of online, hybrid, and in-person events called Microsoft Reactor that really taps into this desire. The events are billed as free community spaces where tech professionals meet, learn from each other, and connect to local peers, developers, and startups.

These events are laser-focused on delivering quality connections and educational webinar content. Instead of hosting a giant gathering, this series is small-scale and takes place regularly. Focusing on the virtual element is also a great way to reach more people and strengthen their brand recognition.

Trend #9: On-demand is in demand

Event attendees are pushing for on-demand content that meets their flexible work environment. A 2022 study by Skift found that people ranked the option to access content on-demand as the second-most desired feature for events.

Adobe recently held a live event online called Experience Makers Live. The event focused on the future of technology and building experiences for your customers and featured over 35 sessions available as live streams. The impressive thing about this event is that every single session is now available to watch online at no cost.

Adobe’s slick and professionally produced sessions have a big ongoing presence on social media. High-quality on-demand content like this is perfect for repurposing on other channels to boost brand awareness. It also allows you to continually deliver value to your customers long after the initial event.

Trend #10: Personalized events

You can develop personalized events by analyzing data about potential attendees and then customizing the events, marketing efforts, activities, and content to meet the needs of your target audience. According to Statista, the customer experience personalization and optimization software market is projected to be worth more than $9 billion.

Maritz Global Events is an event organizer company that has been in the industry for over 45 years. For a recent conference, the company created journey maps that outlined unique event experiences for each persona they expected to attend. Two personas they identified for the event were the Be-Wellster and the Post-Master.

Be-Wellsters wanted a mind, body, and health-focused experience. So, organizers planned activities like morning runs, a yoga session with dolphins, and guided meditation.

Meanwhile, the social media-savvy Post-Masters were directed towards fun backdrops they’d set up for selfies and recommended the best local entertainment spots for further photo ops. For more on this topic read our virtual event marketing guide.

Event marketing in 2025 and beyond: key takeaways

As more and more brands switch to hybrid or fully online events, it's clear that  savvy marketers can adapt or even improve any type of event by including virtual components and welcoming online audiences.

To make your next event successful, follow these virtual event best practices:

• Choose an online event platform like Livestorm to access marketing automation integrations and custom branding.
• Offer a strong value proposition for potential attendees and make the key takeaways clear.
• Include as many interactive elements as possible to keep attendees engaged.
• Secure knowledgeable speakers from well-known brands and provide exclusive insights.
• Use social media event promotion to increase awareness and boost interest across marketing channels.

Frequently asked questions about event marketing

What are the five essential features of event marketing?

The five essential features of event marketing are:

1. Reaching out to the right exhibitors and presenters that match your target audience.
2. Choosing the location and venue (online or offline) that fits your scope and needs.
3. Gaining the highest number of attendees possible.
4. Building interest in the event with promotion via email marketing, social media, and a strong registration page.
5. Using the event as an opportunity to build relationships with potential customers, both during and after.

How do you create an event marketing strategy?

You create an event marketing strategy with the following steps:

1. Establish achievable goals and a realistic budget
2. Plan out your content schedule and speakers
3. Create an attractive, informative registration page
4. Promote your event in the right places
5. Choose an online event platform like Livestorm to offer attendees online access
6. Decide on your performance evaluation metrics

What are the three components of event marketing?

The three components of event marketing are:

1. Stimulating attendees’ senses to create an unforgettable experience.
2. Creating an attractive environment that communicates your brand.
3. Opening up dialogue with attendees to build relationships and increase sales.

What’s the difference between event marketing and event management?

The difference between event marketing and event management is that one is about increasing product awareness and the other is about organizing gatherings. Event marketing is creating a meeting where you promote your products and services. Event management is the process of producing and overseeing these gatherings.

What is the purpose of event marketing?

The purpose of event marketing is to promote your brand, products, and services. By putting on an event you draw attention to what your business offers with the goal of raising awareness and sales.