Meerkat launched in late February, and just two weeks later it became the breakout app of South by Southwest in March, as dozens of the conference attendees used it to share live streams from the event from their phones and other mobile devices. The buzz only grew when, on the first day of SXSW, Twitter cut Meerkat’s access to its social graph (in preparation for the launch of its own streaming app, Periscope). The app has released several updates, including the ability to create instant polls for viewers and to allow someone else to take over a stream for 60 seconds.
Live-streaming app Periscope launched in March, shortly after it was acquired by Twitter. Apple recently selected it as its iPhone App of the Year. The app, which is available for Apple and Android devices, allows anyone to share live video and audio from an event from their mobile device. The app now has more than 10 million accounts.
Foto Master's Mirror Me Booth is a new portable photo option for events, with a camera embedded behind a mirror. As users step in front of the mirror, colorful animations appear on the surface with instructions such as “touch here to begin” and “say cheese,” and the animations can also include sound so they appear to talk to the users. Hosts can customize the experience with specific instructions—asking people to wave their hands or to scream, for example. Guests can also sign the mirror to have that signature printed on the hard copy of the photos. The 65-inch mirror comes with a selection of frames. It launched in April.
Events.com is an event management platform that launched in February. The cloud-based application includes registration, social media, and communication features to simplify events for organizers and attendees. In August, the company announced a partnership with CrowdRise that adds fund-raising capabilities to the Events.com system.
Communication is a key component of a successful event, and InitLlive is focused on streamlining the process for planners. The mobile and Web app launched in January to coordinate real-time communication and scheduling among event staff. Volunteers and staff can sign up for shifts, and the system can automatically send reminders. At the event, the planner can use the app to check people in and to send instant messages.
Georama is a new option for planners who want to check out destinations, venues, entertainment, or other elements for their events without having to travel to see them in person. The company has nearly 200 guides around the world who provide private, customized tours using either a smartphone or a GoPro. Tours are conducted in real time with two-way audio so those watching can ask questions or request a closer look at something. The stream is private, viewable only with an access code, and each tour is also recorded for viewing on demand.
In October, Facebook began rolling out several updates to its event tools intended to help hosts create and promote events more efficiently. The updates include the ability to schedule an event to publish at a future time, the creation of QR codes that can be shared online or in printed materials, and the addition of “interested” as one of the RSVP options. Facebook Events also now allows organizers to add co-hosts to events and to add their events to the calendar on their corresponding Facebook pages. In early December, Facebook began rolling outs its live video tool to iOS users (it was previously only available to celebrities). Unlike Periscope and Meerkat, Facebook live streams don’t disappear after 24 hours—they stay in the host’s timeline until deleted.
In October Social Tables released a new app, SiteInspector. The app is intended to help planners catalog, compare, and share site inspection information such as capacities, audiovisual options, budgets, and food and beverage details. The system can store notes, photos, and videos. It also includes a tool to test Wi-Fi strength at a venue. The existing Social Tables platform was also updated to include floor plans from more than 10,000 properties.
Eventbase, a mobile technology platform for events, has created new tools focused on lead retrieval and creating connections between exhibitors and attendees. The system now uses iBeacons around exhibit booths to detect nearby attendees based on industry and interest tags in their profiles. Exhibitors receive notification of relevant attendees in their area to help them get meaningful content in front of those attendees as they pass by. The company unveiled the new tools at I.A.E.E. Expo! Expo! in early December.
Snapchat unveiled updates to its Live Stories feature in November. Previously, the Stories displayed a selection of snaps from a particular location—such as a festival, concert, sports match, or other event—with the images curated by Snapchat. That curation will continue, but now the new Story Explorer gives users the ability to see an event from different vantage points. By swiping up, users see multiple shots of the same real-life moments.
In July, Event Farm acquired ClearHart, a digital innovation agency that specializes in bridging online and offline engagement for events. ClearHart’s work has focused on turnkey wearable technology using tools such as R.F.I.D., N.F.C., and Bluetooth low-energy. Event Farm is using that expertise to develop an experiential platform that it says will “bring the Internet of Things to live events and experiences.”
Boomset added several new features in 2015, including session scheduling, which can be displayed on smart boards so attendees can edit their schedules in real time. The system also helps planners monitor available seats in every session with real-time updates. Boomset also added lead retrieval functions to its app so guests and vendors can exchange contact information without additional equipment. Exhibitors can scan badges using their smartphone’s camera, add notes, mark leads as “hot, warm, or cold,” and search leads by name, date scanned, or priority level.
Twitter is making it easier for users to find all the tweets around big events or topics, without needing to follow those accounts or use a hashtag. In October the company unveiled Moments, indicated by a new lightning bolt icon. Tapping it opens a new tab that shows tweets about big stories unfolding on Twitter, such as “conversations between world leaders and celebrities, citizens reporting events as they happen, cultural memes, live commentary on the night’s big game, and many more,” according to the company blog. Moments are assembled by Twitter’s curation team and contributed by partners like Buzzfeed, Entertainment Weekly, Getty Images, Mashable, The New York Times, and more.
Topi unveiled several updates to its mobile app in 2015. A new networking tool takes inspiration from dating app Tinder: users swipe across a profile to indicate interest in meeting that person. If the recipient accepts the request, the app creates a chat room where the two can communicate. The app also launched PeopleRank, an algorithm to automatically suggest the most relevant people to meet at an event. The company is now testing two additional services—Bitcoin payment for registrations and an integration with Uber to allow attendees to share rides to and from conference venues.
Event management system Bizzabo launched Ticket Boost this summer as a way to create incentives for attendees to promote an event. When guests register they received a unique discount code to share with others. If someone signs up using their code, the attendee receives money back on registration.
In February, DoubleDutch launched “Event Performance,” a new analytics platform that uses data from the DoubleDutch mobile app to help planners monitor content and engagement metrics as an event is taking place. The system allows planners to see top search terms in the app, trending hashtags, and popular discussion topics. It also has tools to help planners understand how their guests are using the app by tracking every stage of adoption, from the invitation email to log-ins and actions within the app.
In June Zkipster launched a new seating feature for its guest list app. Planners can now design and collaborate on seating charts in real time using floor plans from several hundred venues with more coming in 2016. The system can also create custom plans at no additional cost. Hosts can use the app’s drag-and-drop feature to assign guests to seats and to make changes instantly.
On December 1, EventMobi unveiled its new “Live Display,” an enhanced social wall for events. In addition to a live feed of social media tied to an event, the display can include schedule and speaker information, games, alerts, sponsor information, and a ticker showing world news, weather updates, and customized information such as the event’s Wi-Fi password. Content on the display is synced with content in the EventMobi app. Also this year, EventMobi created a new platform that allows hosts to create games for their events.
In August, Splash unveiled an integration with GIPHY, a search engine for animated GIFs, so planners can easily add a GIF to their Splash event page and email invitations. Splash also released an update to its email communication tools. The new “Event Email Sequence” is a dashboard with five preloaded emails that are tied to specific stages of the event cycle (save the date, invitation, and thank-you) and can be set up to send automatically. The dashboard also provides data such opens, bounces, and clicks for each email.
In March, BidPal introduced a new D.I.Y. mobile bidding option to manage fund-raisers. The system provides the same software and services of a BidPal full-service event without the additional cost of on-site staff or peripheral hardware.
Tagkast has added animated GIFs and green-screen options to its branded photos sharing system for events. Using the green-screen technology, planners can customize the background for their guests’ photos. Tagkast also offers a kiosk option for hosts that want to use the system without additional staff.
Bud Light took over San Francisco's Union Square to create a 30,000-square-foot "fan haven." Open to the public aged 21 and over, the activation featured a beer garden serving Bud Light in commemorative cans and bottles; proceeds from Bud Light sales benefited the United Way of the Bay Area's poverty-fighting programs. There were also interactive football-theme activities, including virtual opportunities to catch a football, block opponents, and do a touchdown dance. Mosaic once again produced Bud Light's Super Bowl activations.
The activation served up 32 grilled cheese sandwich variations, each inspired by an N.F.L. team. The sandwiches were created by Top Chef alum Casey Thompson. Options included the "Cheese Steak," inspired by the Philadelphia Eagles.
Instead of its traditional Bud Light Hotel, the brand hosted the "Bud Light Party" at the Clift Hotel. The activation was inspired by a presidential campaign headquarters and coordinated with the beer brand's new marketing campaign. Guests were invited to snap photos at the same podium that was featured in its Super Bowl commercial, which featured actors Amy Schumer and Seth Rogen.
This year, DirecTV partnered with Pepsi to present a series of events surrounding the Super Bowl. Held at Pier 70, the events were meant to showcase music, technology, and art. The Thursday-night kickoff, dubbed DirecTV and Pepsi Super Thursday Night, featured a concert from Dave Matthews Band. Organizers wanted the concert venue to provide maximum fan engagement and brought in a cutting-edge sound system, arty designs, and projection-mapped photo walls. Murphy Productions built and designed the venue. Kuki Design handled decor.
Projection-mapped images appeared on the exterior of the venue at Pier 70. Both the DirecTV and Pepsi logos also appeared in lights on the building's façade.
On Saturday night, DirecTV once again hosted its "Super Saturday Night" party, which is open by invite only and is known for featuring big-name talent. (Last year, Rihanna and Kanye West appeared.) This year's event took place at the same Pier 70 venue that hosted the Thursday- and Friday- night concerts, and Run-DMC was one of the acts.
Red Hot Chili Peppers also performed at the Saturday night bash. The band put on a 60-minute set which featured songs such as "Under the Bridge," "Californication," and "Otherside."
Additional events from Pepsi included the private Kola House preview at Pier 70 on Friday. The pop-up event provided a sneak peek at Kola House, a lounge and event space the brand will open this spring in New York's meatpacking district. At the event, guests could sample specialty drinks created by so-called "cocktail creator and flavor chemist" Alex Ott. Drinks included the white-cranberry "East Meets West," which contained ingredients such as Persian cucumber and California lime.
ESPN, a returning Super Bowl party host, held its bash on Saturday night at Fort Mason. With production and design from Event Eleven, the event featured a performance by Nick Jonas and his surprise guest, brother Joe Jonas.
Fort Mason is a former military port facility, and Event Eleven's design paid homage to the building's nautical past. Elements of decor included dock pylons, fishing cages with pulleys, nautical ropes, and other thematic props.
Inside, there were custom chandeliers made from Edison bulbs and nautical ropes, candlelight, and areas devoted to various sponsors. Express, for example, hosted a station where guests could pick up screen-printed T-shirts with the "ESPN the Party" logo. At the bar, servers poured drinks from sponsors Coors Light and Mercedes-Benz. Lux Lounge Event Furniture Rentals provided some of the rentals.
A photo activation from Mercedes-Benz let guests pose in front of a model vehicle and a backdrop featuring San Francisco's iconic Golden Gate Bridge.
Another returning event host, Maxim, formed a new partnership with Los Angeles nightclub Bootsy Bellows this year. The two brands hosted an event on Saturday night at Treasure Island. The custom venue was fitted with a concert-style sound system, LED video walls, and V.I.P. tables with bottle service. Featuring performances from A$AP Rocky and Lil Wayne, the event was produced by Karma International.
Dodge was a sponsor and hosted a "Thrill Ride Experience" that let guests test out its high-performance vehicles.
Rolling Stone partnered with Talent Resources Sports to host its party at the San Francisco Design Center on Saturday night. The venue's look recalled the interior of a nightclub.Â
The event featured entertainment from several acts, including singer Elle King (pictured), DJ Irie, and Avicii. Toast handled production, talent, and celebrity wrangling.
The event's talent lineup was featured in glowing signage that appeared behind a miniature mock-up of the Golden Gate Bridge.
A new activation was a V.I.P. lounge from the nightclub chain Tao. Filled with plush lounge furniture, the space offered bottle service from Belvedere vodka.
The entrance was lined with a branded step-and-repeat, where celebrity guests including actors, athletes, musicians, and Jiff the Pomeranian posed.Â
Playboy hosted its party in a tent spanning Lot A of AT&T Park on Friday night. "This year, we are literally building our venue from the ground up, with a structure tent within [the park]," said Amanda Civitello, Playboy's vice president of events and promotions, before the event. "This allows us the freedom to design the event from scratch to ensure party guests have an amazing experience, as well as integrate our advertisers organically into the overall look and feel." Civitello worked with the Visionary Group to produce and design the event, which drew some 2,000 guests.
Sponsors included Dodge. As V.I.P. guests arrived, they traveled through a "time portal tunnel" that showcased visuals from Playboy and Dodge's past, including photos of vintage cars and magazine covers.
Additional activations from Dodge included an interactive hologram of the brand's signature "hellcat."
Playboy's March issue will be the first to feature the brand's highly publicized redesign. To get a sneak peek at the issue, guests could post to Instagram to receive a copy from a social-media-activated vending machine.
Effen was another sponsor. The vodka brand hosted a "Molecular Mixology" bar, featuring a cocktail list curated by local bar Benjamin Cooper. Drinks included the Effen 75, made with Effen vodka, elements of bergamot citrus, orange liqueur, and a champagne float of spiced cranberry bubbles. The event also featured 24 Playboy Playmates in the brand's iconic bunny costumes.
Animal Planet aired its popular Puppy Bowl on Sunday. In honor of the televised event, the company staged the Puppy Bowl Cafe in the Ferry Building Thursday to Sunday. The café served snacks and drinks daily and was open to the public.
The activation featured a live replica of the Puppy Bowl each day and drew more than 5,000 guests daily.
For the first time this year, guests could use virtual reality devices to feel as though they were watching the puppies' "scrimmage" from the center of the field.
New Era teamed up with the N.F.L. to host the three-day New Era Style Lounge in the Parlor room inside the Battery from Thursday to Saturday. The event, which marked the first major Super Bowl activation from New Era, invited V.I.P. guests to stop by and receive gifts from Levi's, Bose, Colourpop, Acustom Apparel, IV Doc Vitamin Bar, Fresh, Noir, and Reddit. New Era also provided customized caps. A OK produced the activation.
Activities included a "Lip Sync Battle," which pitted celebrities against athletes. The fun competition was hosted by SpikeTV.
Levi's hosted a custom denim bar at the lounge (pictured). Guests could also customize a set of Bose headphones.
On Saturday night, the style lounge hosted a party that featured a performance from rapper Future (pictured). DJ Mia Moretti opened the night, and Diplo was the final act.
The Bleacher Report hosted its first-ever Super Bowl party at the Mezzanine on Friday. Presented by Go90 and with sponsorship from Jim Beam and Bose, the night featured a performance from Zac Brown Band. The night's beneficiary was the Iraq and Afghanistan Veterans of America.
The entrance to the event was decked with custom hashtags and prompts for guests to download Go90, which streams live sports.Â
Jim Beam set up a custom bar, where specialty cocktails included a Jim Beam Apple & Soda. Â
Two charitable events, Glazer Palooza and Suits and Sneakers, joined forces this year to host one event. Presented by H.Wood Group and Vault Experiences, the event was held on Wednesday at Pier 27. The event centered on a fashion show produced by Phoenix Fashion Week, which featured athletes walking in a fashion show. A portion of proceeds benefited Merging Vets & Players.
Rocker Tommy Lee was one of the event's DJs.
Large-scale events held outside of San Francisco included the City of Santa Clara's "Super Community Celebration," which drew some 10,000 guests on Sunday. Produced by Caravents, the event featured a performance by Huey Lewis and the News, as well as a fireworks show sponsored by Silicon Valley Power.
