The brand event that became a content factory

Brands can be way too obsessed with content.

We were at a brand event recently and it felt less like an experience and more like a content factory. “Post this. Tag this. Get this shot.” In the race for views they forgot the people actually there.

Here’s the test we use. If every phone in the room died at the door, would people still be glad they came? If yes, the content takes care of itself. If no, no amount of branded napkins will save it.

Sometimes you don’t need more content. You need a better experience.

Make people want to talk about it. Don’t make them post about it.