ISES UK and IET Austin Court, Birmingham hosted Creative Play, the latest in the series of educational and networking events aimed at event professionals in the Midlands. The event featured Nick Morgan, MD of Big Cat Group, who discussed the evolution of hybrid events and how they can create live and virtual participation in sports.
Birmingham-based Big Cat created live experiences to encourage broader participation in tennis. Engaging with a new and enthusiastic local audience Nick demonstrated his involvement with international hybrid event production through his work at the French Open tennis championships for Roland Garros in central Paris in 2011 and the Lawn Tennis Association at the Mail Box in Birmingham in 2012. Both events included replica tennis courts hosted by tennis stars. The live experiences were complemented by virtual participation through audio-visual and social media engagement.
An increasingly popular format, hybrid events are playing a significant role in facilitating consumer engagement and bonding with brands. The essence of which is through the creation of ‘live’ content that can be amplified through face-to-face and social media experiences.
To demonstrate first hand engagement at the event last night, the audience were pleasantly surprised when their waiters became the entertainment for the evening. The Three Waiters, the world’s leading surprise singing act, burst into song during the event bringing delight to the guests. Many expressed their enjoyment and surprise through twitter.
Adding to the evening, summer menu of canapés created by Midlands caterers Amadeus were served up by the brightly dressed staff from Off To Work, who joined in the fun.