Going off the Script

Handing Over the Mic: Why the Future of Events Belongs to the Audience

For decades, events were scripted spectacles - speeches, demos, applause. But today, that playbook is obsolete. The most successful brands aren’t the ones commanding attention from a stage; they’re the ones confident enough to step back and let their audience take the lead.

Inside, you'll find:

  • Why audiences are rejecting polished performances for raw, unscripted experiences
  • How leading brands like Netflix, IKEA, Vivo and Magnum turned customers into co-creators
  • The difference between interactive and immersive and why it matters
  • The new ROI: shifting from Return on Investment to Return on Involvement
  • A roadmap for building experiences that transform one-time events into movements

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