Design processes around dynamic marketing communications for event organizations

New ways of delivering events are continually being explored and tested around the globe. In some cases, this means expanding the opportunities to participate in events beyond traditional physical spaces. For example, in the United States, sporting events are now being broadcast live to cinemas (Fairley and Tyler 2006) and big screens are being used in public spaces to overcome issues related to the accessibility of events (Hede and Alomes 2007). Other events are toured across regions rather than exclusively held in one destination. For the 2011 Rugby World Cup matches between competing teams were hosted in different cities throughout the tournament within the host nation of New Zealand. For larger events, such as the Commonwealth Games for example, different strategies have been employed yet again – when components of the event were dispersed across an entire region. That is, some events within the larger umbrella event, have been staged in both the primary host destination and in a number of satellite destinations simultaneously (Kellett et al. 2008). These are some examples of new forms of event design and delivery, that aim to provide new and distinctive ways for people to experience events, challenge work practices, work systems and the ability of people who work to deliver events to achieve their desired event outcomes. A more recent innovation, and the focus of this chapter, is the way in which event organizers are using the second generation of the Internet (Web 2.0) to redesign event delivery and enhance the experience of events for consumers. With Web 2.0, event designers are extending the presence of their events into virtual worlds. For example, the FIFA World Cup Soccer, with its online Club House, invites members to join and create networks, fantasy teams and their own avatars to engage in soccer in a virtual space. As event organizers adopt these types of strategies more widely, Web 2.0 technologies (such as social media platforms including Facebook, Twitter, LinkedIn, wikis and blogs) will change the way consumers and other stakeholders participate in events. Web 2.0 is allowing events to be imagineered – or themed using creative imagination and technological engineering to enhance the experience of those who participate in them (Hover 2008; Salazar 2011). Indeed, through imagineering, events can be extended beyond any geographical and temporal boundaries when a Web 2.0-based approach to marketing communications is adopted.