What's Next: Super Bowl for Cars?

A Food and Drink Extravaganza

Enlisting the help of Chef Ramsay, Nascar has created an eight-hour eating event which gives eventgoers a taste of everything meat. Pork butt and party-ready sliders are only two inclusions. Already, Fox has altered the presentation to glorify local affiliates alongside delectable displays.

Fox’s plan for the Daytona Day promotional blitz is to present six recipes, a pit-stop cocktail entry and—of course—more food. Sweet potato tater tots, chocolate cake and bourbon are main entries. The booze front, itself, is highlighting the culinary-competition series. Nascar’s dedication to food isn’t necessarily unique, but it sets it up to reach new heights as an entertainment provider.

Nascar as the New Super Bowl

The intention, here, is to replicate a Super Bowl Sunday experience. The Daytona race might seem out of reach to those not following Nascar, but it’s a surprisingly stable location for top-10 America events. Fox is expecting its ratings to spike on Sunday, if only by visibility alone. The Daytona Day campaign has already kicked off, and Fox has already introduced its audiences with a customized “Simpsons” theme crafted to tease upcoming festivities.

Fox has a lot of resources, and its massive off-air marketing campaigns are likely to make a big splash. Race-day promotions via UberEats, for one, will benefit this effort. Sunday’s meal-delivery services will similarly boost the Daytona Day parties. Hardcore Nascar fans can expect a lot of attention on in-depth brand representation. Comcast Xfinity, too, will be present—sponsoring Nascar’s minor league circuit. The Daytona 500 can easily be “eventized,” as its leaders say, and it’s a perfect marketing opportunity. Eventgoers needn’t understand race intricacies, either, to have a good time.

Both die-hard and casual fans alike will be at Daytona Day, celebrating Nascar with food, drinks and parties. The floor is open for affiliate marketing success, too, which will only boost the event’s visibility. On the bottom level, however, Nascar already benefits from a great deal of popularity.

Creating a Multisensory Experience for your Next Event

These days, thanks to the intrusion of virtual information into every moment of our lives, life experience and experiential opportunities have become a coveted asset. Time is valuable, and humans have a generally shorter attention span in keeping with the onslaught of instant information via smartphones and real-time communication. So, what’s a business to do when they are competing with the sensory overload and reduced attention spans of an overwhelmingly technology-driven marketing climate?

A multisensory event—and the inherently immersive, experiential power behind it—may be your answer.

Tips For Driving Success With A Multisensory Event

Interactive Meetings

Ever held a meeting where the entire room was equipped with stability balls in place of traditional conference chairs? Sometimes in the corporate and business world, a typical meeting in a room full of nametags, whiteboards, conference tables, and stackable chairs can feel familiar and nostalgic...and not in a good way.

Get the Most Bang For Your Buck

You’ve spent part of your marketing budget to pull your event together, and you want your clients and employees to feel energized and engaged—not bored and ready to check out. With a dedicated multisensory event space, you can get creative with the company vibe. Think about incorporating the following elements to make your conference an effective, memorable experience.

Engage the Five Senses

Sound

• Incorporate event-appropriate music—and be sure it’s not just upgraded elevator tunes. Know your audience, and create a Pandora station that resonates with their demographic and the overall tone of your event. Better yet, consider hiring a local band that reflects the culture and social scene of your specific event location.

Taste and Smell

• Serve energizing, healthy snacks. Ditch the typical sugar-laden, white carb nightmare of traditional conference food, and surprise your event-goers with a selection of healthy, vitamin-rich small plates that reflects and celebrates the geographic location of your multisensory event space. After all, the senses of smell and taste are powerful influencers.
• There is nothing like the smell of freshly roasted and ground coffee to make a morning meeting a pleasant experience. If yours is a coffee-based affair, try including a local coffee roasting company in your plans.
• Throughout the day, make sure your guests have a constant supply of freshly filtered water—and include a few decanters infused with citrus zest, green tea, and mint leaves. Not only is the herbal green tea-and-water concoction a stimulant, the smell of orange and lemon zest inspires creativity and a sense of well-being.

Sight and Touch

• Instead of the standard, stress-inducing fluorescent lights that most corporate events guests are accustomed to, choose a space that allows you to be creative with your atmosphere and mood. Incorporate creative lighting and striking visual décor, or choose an event space that has the resources and the talent to make a sensory experience part of the package: think luxurious fabric draping, hands-on displays, and interactive classes where your guests can cook a gourmet dish, oil paint on canvas, or get a chair massage.

When you want to create a memorable, experiential conference or marketing event, contact the experts at Soho Studios for more information.