What’s your favorite movie trailer? Is there a promo that had you beating down the doors of the box office? One that immediately comes to mind is the trailer for 1980’s The Shining. What makes this trailer so effective is its use of simplicity and tension to build the world of the movie before you see a single minute. That is the power of a masterful trailer, it leaves you on the edge of your seat left with nothing to do but to go see the movie.
Event promos, like trailers, go a long way towards generating excitement for an epic experience. Events like the Oscars and the Super Bowl make trailers to unify the vibe before the show. It’s your moment to give attendees an idea of everything they’ll be in for. A good event promo not only lets you know what you should expect, but more importantly lets you know how you can expect to feel if you attend. At its core, that is what an event promo is, a promise of an experience.
In a study conducted by Eventbrite, 94% of event creators that used video said it was an effective way to promote their events. Since the pandemic, 92% of marketers consider video an increasingly important part of their marketing strategy; with over 80% reporting they achieved their desired ROI over the past year (Wyzowl). Essentially, there is an increasing necessity for video marketing strategy and tactics that will impact both event success and companies as a whole. Promo videos can be a critical influence on performance rate, acquisition, and attendance for company events that are vital and crucial to brand awareness. Given the breadth of our experience with impactful storytelling and creation of event centric content, Green Buzz Agency has a long standing track record when it comes to our expertise in creating engaging promo videos that activate audiences’ emotion and drive action
Let’s break it down further using our award winning promo video for the Washington Spirit, a case study that brings together the best of many video production skills. In order to have a dynamic end product we began with a plan for the most compelling copy we could to construct the perfect scripted video. To establish the overarching emotion and grab viewer’s attention we set out to be sure we laid out a strong opening line, keyed in on essential information, and utilized a cliffhanger to generate audience intrigue. The Spirit had an incredibly strong script, but they wanted to make sure it told a cohesive story. We worked closely with them to ensure the script hit the 90-second mark – no more, no less.
But then how to marry the script with the imagery and visual impact? One of the lines from the script that jumped out to us from the very beginning was “local rhythm on a global stage” which ultimately embodies the heartbeat of this video. We interspersed dynamic footage from on and off the pitch with carefully curated slow and high-impact moments as a homage to the city itself.
Pacing and imagery are key to editing style but we also wanted to utilize motion graphics to take the piece to the next level. As a motion graphics studio, we developed custom text graphics with a slight static treatment for the brand’s typography to make the text feel as if it was flying off the pitch. We also punctuated the text graphics with custom animations that complemented the messages to create personality and pique interest.
The Washington Spirit promo is one example of some best practices you can utilize to create a bridge to the final destination we set out to achieve – a movie trailer like promo that drives excitement and action. As you contemplate creating your next event promo, keep the question of “what is your favorite movie trailer?” in mind and use it as inspiration along with our well vetted tips and tricks. Need further insight or guidance? Feel free to reach out to us at Green Buzz Agency and get to know our video production services. We are committed to crafting you a one-of-a-kind event promo that drives people to your event like opening weekend of the next biggest movie.