Hybrid events – How much of a role does football play in the trend towards live communication?

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Hybrid events – how much of this trend is down to football?

Executive meetings, trade fairs, dealer conferences or general meetings: since the start of the pandemic, numerous event formats have been held in a purely digital or hybrid format. What was barely imaginable five years ago has, in a very short space of time, become the ‘new normal’. A trend for almost every sector. For the automotive industry, mechanical engineering firms and underwear manufacturers, as well as for food companies and financial service providers. Companies have realised that in times when face-to-face experiences are lacking, a rethink is needed. A change to somehow still enable emotional and lasting connections with customers, dealers, employees or potential new customers. Location-independent and with maximum flexibility. The solution was quickly found: the digital or hybrid event formats described above. Since then, board members, managing directors, sales managers and marketing professionals across the country have been standing in front of green screens, presenting the latest research findings, new products and innovations, and new services. No longer in three-dimensional, elaborately staged halls. But mostly in small studios – in front of a small, select group of participants. And in front of rolling cameras that stream every gesture and facial expression live online. Combined with excitingly produced clips, short, emotional trailers, Q&A sessions or virtual tours through complex machinery. All it takes is: a modern venue, sophisticated streaming production, interaction, engaging content and a broadband connection to the internet. Then a wide audience across the globe can be reached in real time. On a computer, tablet or smartphone. And the whole thing can also be made available for viewing at a later date. But is this really a new trend? The end of the line? Something that truly didn’t exist like this five years ago? And can networking, socialising and a sense of belonging really be made possible through this?

Football as the forerunner of hybrid events

“Digital and hybrid events are all the rage at the moment, and the countless possibilities offered by digitalisation are creating entirely new, participatory, interactive and collaborative opportunities, particularly in the field of hybrid events,” says Sascha Jaite, Managing Director and Head of Strategy at the Ludwigsburg-based communications agency what when why, adding: “Staging an event for a small on-site audience coupled with a livestream to reach a broad global audience offers an efficient and practical way to create a lasting emotional connection with companies, brands or products. We have certainly learnt a great deal from sport in this regard. During the German national team’s historic World Cup victory in Bern in 1954, around 60,000 people were in the stadium. But over a million were watching on television. And that was at a time when there were only around 25,000 television sets in Germany in total. Or take the example of the current European Championship. At the German national team’s opening match, 14,000 fans were in the stadium in Munich. They were cheering on the team and creating a lively atmosphere in the stands. But over 20 million people were watching on television across the country. There was no interaction there, mind you. But it was a successful media event acting as a multiplier for emotions.”

Engagement brings about change

Back to the topic of interaction. Because that is the real trend. “It becomes interesting for companies and organisations when participants, through activation, involvement and participation, become stakeholders and, from stakeholders, ambassadors. We then speak of a smart event. The purposeful fusion of online and onsite elements. Something we at what when why have been designing and implementing for years,” explains Carsten Knierim, founder and owner of the agency what when why and author of the book “Smart Events”. “We don’t sell trends to our clients. Instead, we always offer tailored solutions for individual requirements and objectives. These can be digital, hybrid or smart executive meetings, trade fairs, dealer conferences or general meetings. Or even purely live events. The goal is always the same: our clients’ messages must be conveyed to the desired stakeholders at the right time, in the right tone and in a way that evokes an emotional response. Whether heard, seen or read. And all of this, of course, within the budget,” adds Knierim with a wink.

Holistic fusion of onsite and online

The future of live communication lies in combining the advantages and possibilities of online communication with the unique strengths of onsite communication. In other words, smart solutions. The combination of these two worlds opens the door to the realm of 360-degree communication. And with it, to a comprehensive communicative experience with genuine added value. When both worlds are interwoven, their respective strengths are deployed purposefully, and the physical space is expanded to include the digital, a world of almost limitless communicative possibilities opens up. Then networking, socialising and a sense of belonging take place on a very special level among customers, potential new customers and employees. Then products are perceived through the senses and in a multidimensional way. And then people from all over the world become part of live communication in real time and cost-effectively