Have you ever heard of Red Bull's Flugtag event? You might not know the name, but you've definitely seen some viral videos on YouTube or Instagram. It's where imagination takes flight–quite literally. Participants engineer outrageous flying machines and launch them into the air, momentarily, before plunging into the water below. Highly entertaining!
Years ago, I discovered a clip from Red Bull Qatar Flugtag 2013 and I was instantly hooked. I felt like I was there. I wanted to be there. Then I realized I was nodding along thinking ‘Yes, yes, yes! THIS is how you market an event—with scroll-stopping content, your audience can’t take their eyes off.
For the audience, Flugtag is wildly entertaining content.
For Red Bull, it’s a genius strategy that put their event on the global stage.
For event planners and producers, it’s a masterclass in the power of content marketing.
Content marketing is how brands like Red Bull master the art of engaging their audience, drawing them into experiences that linger far beyond the initial spectacle. This approach to marketing goes beyond traditional advertising and knits together a narrative that connects with the audience on a deeper, more emotional level. Content marketing is a key part of every event strategy and can’t be overlooked so our team is sharing some of their expert insights to help you out.In this blog, we delve into six content strategies that will boost your pre-event marketing and increase your brand’s authority in the industry:
Pre‑event marketing isn’t simply a promotional activity; it’s the foundation for your entire event experience. Done well, it builds awareness, gets them interested early, and keeps them engaged before the event even begins.
Builds Awareness and Anticipation:
When potential attendees first hear about your event, they begin forming expectations. Pre‑event marketing introduces your theme, tone, and value proposition early, giving people multiple opportunities to discover, share, and interact with your brand.
Drives Early Registrations and Engagement:
Strategic content before your event doesn’t just inform people, it motivates them to act. Early registrations drive momentum and create social proof, which in turn encourages more people to commit and participate.
Establishes Narrative and Tone:
Pre‑event content doesn’t just sell tickets, it communicates the story you want your audience to tell about your event. Whether it’s professional growth, innovation, or pure entertainment, your narrative shapes the emotional journey your attendees will experience.
Enables Deeper Emotional Investment:
When attendees feel personally connected to your content before the event, their engagement is deeper and more meaningful. That emotional investment increases attendance, participation, and advocacy, turning attendees into champions.
Social media isn’t just a broadcast channel; it’s a way to spark curiosity, start conversations, and build community before the event begins.
Countdown Content & Teaser Trailers:
Create a timeline of countdown posts, “10 days to go,” “5 reasons to attend,” “Sneak peek at what’s coming”, with eye‑catching visuals or short videos. Teaser trailers can highlight speakers, experiences, or special announcements to trigger curiosity and shares.
Speaker or Sponsor Spotlights:
Spotlighting the people behind the event gives a human face to your campaign. Share short clips, quotes, or behind‑the‑scenes interviews with featured speakers or sponsors. Not only does this give followers reasons to engage, but it also honours the contributors and amplifies their networks.
Use hashtags unique to your event and encourage partners and speakers to share spotlight content to widen your audience reach.
Testimonials are genuine endorsements from speakers, sponsors or customers that highlight their positive experiences with your brand. A prime example is Techspo New York. They use video and written testimonials from past attendees and ambassadors to showcase the impact and value of the event. For corporate events, customer and partner testimonials can be a great way to add impact to your message.
Testimonials are a highly impactful form of social proof—a psychological human trait where we conform to the actions of others under the assumption that those actions are socially accepted behaviors. By showcasing real stories and experiences, testimonials build credibility and trust among your attendees and speakers. They also encourage others to experience what your event has to offer. This strategy builds pre-event anticipation, shapes the narrative, and increases trust among prospective attendees and sponsors.
One of the most powerful ways to extend your reach and deepen engagement is to involve your audience in creating the content itself.
“Why I’m Attending” Posts:
Invite registered attendees to share short videos or photos explaining why they’re excited to attend. These authentic, participant‑driven messages serve as peer testimonials while building early emotional investment.
Encourage user‑generated content with a unique hashtag, repost attendee content on your official channels, and consider turning standout submissions into spotlight features or contest entries. This transforms passive followers into active advocates and builds a sense of community before event day.
A retrospective content piece looks back at the history of your organization or event, highlighting milestones, achievements, and the journey of growth. An emotional and inspiring example is Google's Year in Search videos (if you haven’t seen their Year in Search 2023 video go watch it now). In these videos Google retrospectively showcases how their platform captured the year's most significant moments, reflecting on societal trends and individual stories. A powerful piece of content that their audience anticipates every year.
So what’s the magic behind retrospective content? Well, it taps into the power of storytelling by connecting past experiences and achievements with future aspirations. They drum up emotions, create a sense of pride, and build a deeper connection with your audience by showing them the journey and evolution of your brand and event.
By sharing your history through a retrospective piece, you're not just recounting events; you're inviting your audience into your story. Inviting them to be part of the journey and not just a bystander. This approach humanizes your brand, making it more relatable and memorable. It demonstrates resilience, innovation, and commitment to growth, which can inspire and motivate your guests to be part of your future events.
When we hear names like Sarah Blakley, Melanie Perkins, Jeff Bezos, and Elon Musk, we know the companies they’ve founded (for those playing at home–Spanx, Canva, Amazon, and Tesla). But why is that? One huge reason is that these brands are heavily founder-led when it comes to their marketing and sales. Founder-led means that the founder is the face of the organization and has a strong social presence and an active personal brand–or as the cool kids are calling it these days a “founder brand”.
Why do these founders invest time and money into building a personal brand? It’s because they understand that human psychology makes us emotional beings seeking connection, and that makes us more inclined to buy from another human, rather than a faceless brand. Building an impactful founder brand is no easy feat but it is possible by openly and honestly showing up in the public arena and letting the outside world see the person behind the brand. A great way to do that is through founder interviews.
Founder interview videos offer a behind-the-scenes look into the vision, challenges, and triumphs of a company. These interviews are often filled with personal anecdotes, lessons, and insights into the founder's vision for the future. Sharing the founder's journey highlights the company's commitment to its values, connecting with attendees and inviting them to be part of something bigger. This connection not only builds loyalty but also makes your event more enjoyable as the audience is experiencing a higher production value item to balance out all the speaking that typically occurs during an event.
Sizzle reels, also known as showreels or teasers, are dynamic promotional videos that highlight the best moments of your brand and event. They serve as a visually compelling promotional tool that quickly conveys the energy, excitement, and value of your event.
The goal: to create a sense of FOMO (fear of missing out), encouraging viewers to want to attend for themselves.
A well-crafted sizzle reel not only promotes your event but also tells a story and sets the tone for what attendees can expect. This type of pre-event content generates a buzz around your event, drawing in a wider audience than in previous years and reinforcing your event as a can't-miss opportunity.
There is also a major impact in producing post-event sizzle reels. This typically includes b-roll, music and some clips of event highlights into a quick reel that everyone can enjoy and reflect on after the event is over. This becomes great fuel for marketing emails, social media content and for your audience to have to look back on (or even share) the experience with their community.
A reinvigoration brand video is a powerful piece of content that aims to breathe new life into your brand's image, showcasing the company's vision, values, and the people behind it. This type of video redefines and strengthens your brand's identity, connecting with the audience on an emotional level. It goes beyond promoting products or services, focusing instead on what the brand stands for. Here are some video production tips from our team.
Think about any of Nike’s brand videos, they inspire viewers with stories of determination and achievement that align with the brand's ethos. These videos humanize the brand and build emotional connections with their audience. Nike knows their audience inside and out, that’s why they’re able to create highly impactful and emotionally driven content. They’re continually investing in brand videos that tell their brand's story in a way that resonates with their audience. Dreams Don't Happen Overnight is one of the latest brand videos Nike has produced, and as always, it ticks all the boxes when it comes to stellar content marketing.
A time-lapse video uses a filming method where a camera captures specific frames in a steady manner, maintaining consistent exposure throughout. What you end up seeing is an accelerated version of the event. This style of video captures the essence of time, showing progress or change in a condensed form. It can be used to showcase the setup of an event, the transformation of a space, or the evolution of a project. The most famous is Google's Time Lapse Videos of Earth over the years which serve as a powerful reminder of our planet's dynamic changes, engaging viewers with compelling visual storytelling.
Incorporating time-lapse content into your event strategy adds a dynamic element to your storytelling, illustrating the passage of time and the effort behind your achievements. Time lapse videos, like this HB Live produced time lapse for Fairfield University, offer a unique perspective that can captivate and engage your audience, providing them with a visual journey that highlights growth, progress, or the energy of an event.
The power of content marketing in the context of event promotion cannot be overstated. By strategically employing these pre-event content strategies, you can craft a compelling narrative that not only promotes your event but also elevates your brand and event experience. Each content idea here serves as a building block in shaping the narrative around your company, creating meaningful connections, and setting the stage for a successful event.
A strategic pre‑event content calendar turns passion into predictability. Planning your content rollout based on time intervals and milestones helps you maintain momentum and avoid gaps that let audience interest fade.
Timeline Breakdown:
Recommended Cadence:
Aim to release a mix of content types each week, at least one major piece (e.g., a sizzle reel or retrospective video), two social posts with event hashtags, and periodic email reminders linked to registration milestones.
Coordinate with Key Announcements:
Align your calendar with milestone moments such as speaker lineup reveals, early‑bird deadline alerts, or partner announcements. Harmonising content with milestones gives every announcement maximum amplification.
As you plan your next event, consider these six strategies as essential tools in your content marketing. They are not just investments in your event's success; they are investments in your brand's future. Our team has 30+ years of experience providing premier AudioVisual Event Production and Technology services. From pre-event marketing, like producing the content ideas mentioned above, to post-event reviews, we can help make your event a huge success.
See some of our latest video productions here and if you have any questions about content marketing for your next event, contact our team today.