2,100 Exhibitor Global TV Trade Show MIPCOM 2014 Runs UGC / Social Media Promotion

We attended this global TV industry gathering in France two years ago so we received several emails for the recent MIPCOM 2014. One thing that caught our attention about this year’s marketing was a user-generated content (UGC) promotion called “Be the Star of MIPCOM!”

In the marketing for MIPCOM, the show organizer invited people to take a photo or video showing why they deserve to “Be the Star of MIPCOM”, post/tag it on Instagram, share it on Facebook and encourage their friends to vote for it. The person with the “most creative photo or video” won a place on the red carpet at MIPCOM 2014 and got VIP treatment at the Opening Night Party.

UGC promotions with social media overlays are a great way to…

> Engage your show’s audience.

> Get your attendees to promote your show by posting their content with your hashtags on the major social nets.

> Drive social sharing as friends of your attendees “like”, comment on and share their posts.

> Leverage your event’s communities (Facebook, LinkedIn, Twitter, Instagram, etc.), and generate new followers.

> Acquire creative content which you can repurpose across multiple channels to promote your exhibitions.

One more reason to use UGC… the huge Millennial demo loves it (see infographic). UGC is 20% more influential in purchase decisions and 35% more memorable than other media with this demo, according to the 2014 Ipsos Millennial Social Influence Study.

As Millennials represent an increasingly important demo for trade shows, boosting your UGC marketing spend may prove rewarding.

Posted on November 6, 2014