In a sea of sponsored posts and AI-generated everything, what stands out now is what’s always stood out: people. Together. In the same place.
While everyone else is trying to outsmart the algorithm, smart brands are doing something simpler—and more effective. They’re showing up.
From Tactic to Core Strategy
In-person events have moved from optional to essential. Nearly half of marketers say they’re the top driver of qualified leads, according to Sagefrog. And across the board, the trend holds: 83% of event marketers are now building in-person experiences directly into their strategies, recognizing their ability to spark genuine engagement and higher ROI.
That shift isn’t slowing. Eventcube reports that 98% of organizers plan to host at least one in-person event in 2025, with 85% planning three or more and 35% aiming for ten or above. It’s not just a comeback—it’s a full-blown recommitment.
And here’s why: a single event offers five to ten meaningful touchpoints. Add AI into the mix, and those touchpoints become trackable, measurable, and connected to the bottom line.
Experience Is the New Flex
Younger audiences aren’t collecting things. They’re collecting moments. Goldman Sachs found that over two-thirds of Gen Z value experiences over possessions—and they’re proving it with their time. According to Seeker, 82% of Gen Z attend live experiences like pop-ups or brand activations at least once a month.
They’re not just showing up. They’re filming, tagging, posting. One hour at the right activation can yield over 100 pieces of content, from selfies to reaction reels to product shoutouts (Boldpush). That’s organic reach you don’t have to chase—it walks out with them.
According to Deloitte, 70% of both Gen Z and Millennials have attended a live event in just the past six months. This isn’t niche behavior. It’s the norm.
Trust Earned, Not Bought
The quickest way to build brand trust? Be there. Edelman reports that 95% of consumers trust a brand more after an in-person experience. And trust doesn’t stop at warm feelings—it translates to action.
Next Gen Event Co notes that 66% of consumers are more likely to purchase after experiencing a brand live. No algorithm or ad placement can compete with the impact of being face-to-face.
Discovery, Monetized
Live events also solve for discovery. ATN Event Staffing found that 80% of consumers view in-person events as the most trustworthy way to learn about new products and services. Not only are you getting eyes on your brand, you’re doing it in a way that sticks.
Better still, these events are packed with monetization streams—from ticket sales to sponsored moments to branded partnerships. And the content created on-site? That’s months of campaign fuel, ready to roll.
The Takeaway
While others chase fleeting clicks, smart brands are investing in something longer-lasting: real connection. Interactive Entertainment Group helps bring that to life. We design experiences that aren’t just fun to look at—they’re built to spark trust, create content, and drive real results.
Because the future of marketing isn’t just interactive. It’s in-person. And the brands that get that? They’re already ahead.
