This past weekend I attended the New Balance National High School races in North Carolina and was totally blown away by the event. The branded experience New Balance provided was amazing.
The first thing New Balance did correctly was they knew who their audience was and they catered to them for 3 days both offline and online. They created an online experience that those at the track meet live and those on their Facebook Fanpage could interact with. Now this doesn’t mean that the event went off totally without a hitch. There were mistakes, but the way every person on the field and online handled them made them disappear.
The elements they included on their Facebook Fanpage: 
• Live Video Streaming of Events
• Photos
• Race details (start times and finishing times)
• Q & A (with an emphasis on the Answers). Questions were answered live at the event in a timely manner, and they owned up to mistakes that they had made.
• Post Event Videos
At the event they had a Smilebooth set up with a cool background that you could take your picture in front of and immediately upload to your Facebook Fanpage. If you uploaded a photo to your personal wall a post would say “ Amy just got her picture taken at the Smilebooth at New Balance Nationals” and the photo would be posted.
You also had the option of downloading the images you took from the webpage directly to your computer. Images were not for sale – imagine that they were actually giving you a free picture to download of yourself.
New Balance understood that any online experience they provided even on a third party site like Facebook is an experience with that brand, and should be treated like GOLD!
If you are creating live events Facebook Fanpages are a great way to promote your event before, during and after the event provided you remember that you are giving the attendees in person and online an Experience.
Why not give them an Experience they will not soon forget!
Would love to hear your thoughts on: How are you using Facebook to promote your events?
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