Of a large event, one remembers not only the most exciting moments, or the physical features of the spaces that hosted them, but also the ways chosen by the organizers to communicate to the general public the approach and unfolding of this great event.
In the age of social media, pending the ultimate trespass into the metaverse, what people are most interested in are not so much the physical and visible characteristics of a product (or an event), but its ability to convey authentic and memorable emotions, capable of generating pleasant feelings that will dwell long in the person’s mind, perhaps even forever.
What really matters to the consumers of the present, and in particular to Generation Z (who in a few years’ time will be the largest income generators), is the quality of the experiences one has on a daily basis, particularly if one voluntarily chooses to participate in a major event or a large-scale event attended by millions of people around the world like the World Tennis League.
A little experiment
To prove the importance of communication in the organization of a major event, all you need to do is to undergo a short personal experiment that you can conduct on your own, completely independently, and that will take no more than two minutes of your time. Think about the last big event you attended (a concert, a big fair, or any mass event) and try to mentally note down what you remember most clearly about those moments.
Yep, that’s right. Your mind took you back to the feelings you experienced while tasting something delicious, while experiencing an intense and personal emotion related to what happened during the event, or while you were intent on contemplating something incredible that left you speechless.
All these moments are united by the fact that they are an integral part of an experience, of a very specific product that represents the fruit of well-considered and reasoned communication choices by the organizers, all based on a thorough study of their target audience, their languages and their expectations for such an important event.
The impact of emotions
Without realizing it, each of you will undoubtedly have also remembered the music, sound effects, or songs heard during the event, which usually represents an essential element in defining more strongly the character and personality of the event, understood as a true brand.
In large-scale events, music also serves to enrich the user experience of each attendee, giving him or her magical and immersive moments in a dream dimension into which he or she will enter without even being aware of it. Every major event, in most cases, is marked by a soundtrack or musical repertoire that characterizes it, making it unique and immediately recognizable even years later.
It is as if the music, in a sense, becomes part of the brand essence of the event, becoming one with it and making it quite impossible for them to be separated. It is quite curious that some of the top trade shows have not yet delved into this issue, leaving all the benefits of music to other events of a sporting or cultural nature.
Shakira’s song “Waka Waka – This Time for Africa,” composed in 2010 on the occasion of the World Cup in South Africa, is still appreciated today for its incredible expressive power, and according to some observers, it represents the best soundtrack ever created for such a high-level sporting event.
When we think of that World Cup, the notes of that magical song almost always begin to resound in our minds, as Shakira’s melody and the event organized by FIFA have now become one and the same, an almost inseparable pair.
In a few days, when the World Cup begins in Qatar, each of us will have the precious opportunity to test the effectiveness of a World Cup anthem in the communication and promotion strategies of such an event, convincing ourselves that music, perhaps more than any other medium, is capable of conveying values, emotions and meanings, making them immortal and accessible to everyone, at any time.
Years later, when thinking back to the most exciting moments of the World Cup, memories of the most significant game actions will appear in people’s minds, punctuated by an imperceptible melody that closely resembles the official soundtrack of the event.
A new chapter in the relationship between music and sports is about to be written in Qatar, where for the first time in history a World Cup will be played at a time of year away from summer.
Music does more than just define our personalities, character, and lifestyles. The best soundtracks can forever change the fate of a major event, propelling it directly into eternity.