More brands are using social media platforms to help drive greater returns for events.
The rise of social in the region has been highlighted in the upcoming Marketing Events Awards, an awards show recognising the best practices in event marketing hosted by Marketing Events magazine.
Chester Tan, CRM manager of FrieslandCampina told Marketing Events their first "Friso Mom" event held in Vietnam utilised social media to drive awareness and attract a larger audience.
"We used social to drive awareness and build excitement for the event and then conversely after the event, to amplify and spread the word about the fantastic event we had," he said.
Sony Pictures also used social media to build anticipation during the launch of its new releases.
"A key component has been influencer engagement and drive to exclusive premiers and the amplification of that conversation to drive movie ticket sales," Tripti Lochan, chief executive officer of VML Qais, the agency for Sony said.
Social media can help drive real business results when used correctly, she added.
Event marketers and planners with similar successful case studies are encouraged to enter the Marketing Events Awards' Best Use of Social Media category.
Brands as well as agencies and associated industry players are welcome to enter here by Monday, 8 October.
The event will be taking place at the Shangri-La Singapore on 22 November.