But … what is an event?

First nuance: this definition is provisional and subject to evolution. For example, there is not much doubt that one day the virtual events will be considered full-fledged events, although today we do not consider them acceptable due to their low experiential dimension, as you will see below.

Another nuance: if this definition seems clear, surely many actions will arise to defy this definition. But we have to start. We do not use the official definitions (we remind you of the RAE’s: “eventuality, unforeseen event, or what may happen” or “important and programmed event of a social, academic, artistic or sporting nature”), but as you will understand, they do not lead us to nowhere. Another example of this lack of definition can be seen when looking for definitions of events in media or associations of the sector, where we have not found any attempt to limit the term. As always, Grupo eventoplus is a pioneer in putting an attempt at defining it in writing. Here are the criteria that we will follow in these Awards (good luck in advance to everyone, by the way). 

As an indication to the jury (not a strict law), we indicate here what we understand as an event. An event is an experience that is organized with a goal of communication, motivation, training, sales or relationship building.

Does it have to be face-to-face? For these awards, yes, although the online component (buzz, viralisation, remote participation …) is an important component of its success (due to the spreading it allows), and to be taken into account in its evaluation. The “experience” is not yet to look at a screen, follow a video or read something, but combine a series of senses, ways of communicating, face-to-face interaction that the online still does not achieve.

Does it have to have its own call? Not necessarily, but it has to point to a specific audience. Some events have their time of formal call, others attracts people in the place of consumption or outside their workplaces … and they are still events if it consists of the participants live the event rather than simply observe an animation (see next point) .

Can street or ambient marketing be an event, too? If it is more than an animation that the public observes; if the action has a beginning and an end, a programmie, an engagement of the target beyond an observer role; if you offer a live experience to the attendees and interact with them, then it can be considered an event. An ambient marketing staging that people see when walking down the street is not an event.

Does an event have a minimum size? There has to be a collective experience, but we can consider an event an action even with a dozen people.